Platformance has launched RADIUS, a retail media platform developed in the UAE to bring greater integration and measurement to the region’s retail advertising space, together with Middle East Communications Network (MCN). As part of the launch partnership, MCN’s media agencies – UM, Initiative, and Magna Global MENA – will serve as the platform’s initial partners.
Aiming to counter the problem of retail media fragmentation in MENA, RADIUS aims to consolidate this space by providing a single system that connects retailers, brands, and media networks. The platform combines onsite and offsite data, offers real-time analytics, and supports campaign planning and optimisation through AI-enabled tools.
The partnership also includes a co-development framework, with Platformance and MCN working together to adapt the platform based on regional needs and advertiser feedback. This collaboration is intended to ensure the system’s long-term relevance and practical use for agency teams and clients.
“Retail media has become one of the most powerful drivers in digital advertising, and RADIUS is built to meet that moment. This platform doesn’t just deliver scalable, outcome-driven solutions, it creates new opportunities for meaningful collaboration. Our partnership with MCN demonstrates how agencies, retailers, and brands can work together in smarter, more strategic ways to unlock real value,” said Hamza Madi, General Manager Emerging Markets and Solutions, Platformance.
Abdelnabi Alaeddine, Regional Director MENA – Digital & Partnerships, UM MENAT, said, “This partnership brings together MCN’s strategic expertise and Platformance’s innovative technology to create a platform truly built around our clients’ needs. By connecting brands with high-intent audiences and delivering measurable outcomes, we’re not just participating in the future of retail media, we’re actively shaping it for our region.”
Platformance plans to conduct a series of pilot programmes and demos with MCN agencies before opening RADIUS to wider industry adoption across the UAE and Saudi Arabia.
