Publicis Media Middle East and talabat have announced a new strategic partnership aimed at helping brands align media investment more closely with shopper behaviour across the MENA region. The collaboration marks the first of its kind between the media network and the regional on-demand delivery platform.
Bringing together Publicis Media’s expertise in performance marketing with talabat’s access to real-time consumer insights, the partnership is designed to offer brands more effective, data-informed ways to engage customers and drive measurable outcomes.
“As the leading on-demand platform in grocery and retail, we’re always looking for ways to help brands create stronger, data-driven connections with their customers,” said Wassim Makarem, Chief Retail Officer at talabat. “By working together, talabat and Publicis Media are bridging the gap between media and commerce, empowering brands to run more effective, results-oriented campaigns.”
The collaboration offers advertisers access to talabat’s platform data to inform audience segmentation, campaign planning, and real-time optimisation. According to the two companies, the goal is to create more personalised experiences and improved return on media investment, without relying on third-party data sources.
“Commerce is about more than just visibility, it’s about impact. This partnership gives our clients access to smarter, data-driven commerce solutions that help them engage consumers in more meaningful ways and drive real business results. By combining media, creativity, and technology, we are helping brands maximise every opportunity in this space”, said Elie Milan, Chief Performance Officer ME Publicis Media.
The announcement comes as regional advertisers increasingly seek integrated commerce strategies that combine audience insight, campaign performance data, and platform-native ad solutions. With e-commerce playing a larger role in consumer decision-making, initiatives like this reflect a broader shift toward media strategies grounded in behavioural data and business outcomes.
