Oliver Leigh, CEO & Founder of Portal (L) and Michel Malkoun, Chief Growth Officer at InMotion share details of the launch of the platform in MENA. InMotion, the Choueiri Group’s outcome-based marketing arm, has announced a partnership with Portal, the global analytics platform built for FMCG and CPG brands, to launch its solution in the MENA region for the first time. The collaboration aims to address one of the industry’s most pressing challenges: proving that media investments drive real sales.
Oliver Leigh, CEO & Founder of Portal, and Michel Malkoun, Chief Growth Officer at InMotion, share why this launch matters for the region.
Introducing the platform, Leigh said: “Portal is a marketing analytics platform built specifically for FMCG and CPG brands. Our technology captures shopper behaviour across eRetailers – what happens after the click, from product views and add-to-basket to checkout and conversion. This turns media performance from a black box into actionable clarity, helping marketers cut waste, optimise campaigns, and prove that their investments drive real sales.”
Leigh identified transparency as the biggest challenge facing marketers today and shared how Portal can solve it. “Brands spend more on digital, but often can’t prove impact. Retailer dashboards are fragmented and delayed, so marketers optimise for clicks instead of outcomes. Portal changes that – we unify attribution across Google, Meta, display and more, giving brands proof of ROI and the confidence to invest smarter.”
He added that the region’s rapid growth made MENA a natural next step for Portal. “This region is one of the fastest-growing digital commerce markets – worth over $34bn today and set to almost double by 2029. Media spend is rising, but accountability lags behind. With InMotion, we’re combining our analytics with their AI audience tools and Mastercard data to set a new benchmark for effectiveness and transparency in retail media.”
To illustrate what the platform can deliver, Leigh pointed to a European example. “Karo Healthcare in Sweden is a great example. They needed to link media to sales across fragmented retailers. With Portal, they gained full visibility, unified attribution, and optimised on conversions. The result: +70 per cent higher conversion rates and a +500 per cent increase in basket value. We see the same opportunity here in MENA – to bring brands clarity and accountability at scale.”
According to InMotion’s Malkoun, the partnership extends the company’s ecosystem by bringing more clarity to retail media. “Retail media is exploding, but it’s complex. Advertisers not only want proof that spend drives sales but a strong insight around the purchase journey. Portal delivers that clarity, and it complements our portfolio perfectly – from Sqreem’s AI-curated targeting to Mastercard’s transactional data. Together, we’re giving clients something unique: full-funnel visibility, accountability, and performance they can trust.”
Malkoun added that the move was also about closing a specific gap in the MENA market. “Retailers in MENA are building media networks, but advertisers lacked insights and intelligence around the consumer transactional journey. That slowed adoption. We saw the gap and brought Portal to close it. It gives brands transparency beyond clicks – right down to purchase. That’s what InMotion does best: anticipate market needs and deliver first.”
With Portal, InMotion is adding another building block to its mission: raising the standard of accountability in MENA’s dynamic retail media space. For FMCG and CPG brands, that means more transparency, understanding and confidence in their growth driving media investments.
