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 and audience segmentation are becoming core to campaign delivery and measurement.
“This partnership marks a strategic and transformative step in strengthening SMC’s position as a global leader in media, advertising, and technology,” said Mohammad Al-Khereiji, Chairman of SMC. “The region is witnessing unprecedented investment and innovation, and through this collaboration with Multiply Group, we are committed to delivering pioneering AI-driven advertising solutions powered by the latest technologies. By investing in cutting-edge technology, we seek to enhance efficiency, create substantial value for our clients and partners, and drive economic growth across the region benefiting all stakeholders in the industry.”
For Multiply Group, the MoU supports its ongoing strategy to scale its media presence through technology-led innovation.
“Multiply Group’s partnership with Saudi Media Company positions us at the intersection of technology, data and cultural understanding,” said Samia Bouazza, Group CEO and Managing Director of Multiply Group. “We have built strong consumer connections across various sectors, and we are now scaling that insight regionally through transformative AdTech platforms. Together with SMC, our aim is to explore new models of multimedia monetisation – using data and technology aligned with audience behaviours across the MENA region.”
The MoU also aligns with Saudi Arabia’s Vision 2030, which emphasises digital transformation and private sector collaboration as key levers of economic diversification. While no specific deliverables have been announced, both companies suggest the agreement could support future investments in smart advertising infrastructure and scalable monetisation tools.
