Saudi Media Company (SMC) and Abu Dhabi-based investment holding company Multiply Group PJSC have signed a Memorandum of Understanding (MoU) to explore collaboration opportunities in the adtech space. The agreement outlines a framework to assess mutual investment in developing advanced adtech platforms, with a focus on AI-powered solutions, programmatic capabilities and data-driven advertising strategies.
The SMC and Multiply Group agreement marks a potential step toward closer alignment between the two regional players with growing interests in media and digital transformation. The partnership also reflects wider trends in the MENA advertising industry, where technological innovation a
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