W Group Holding, has announced the acquisition of Adlive ME, a global programmatic platform, through its subsidiary, DXTA Technology.
The move will expand DXTA’s programmatic portfolio, integrating technologies designed to address challenges in the digital advertising landscape, such as cookieless environments and AI-driven campaign optimisation.
Habib Wehbi, Chairman and Group CEO of W Group Holding, said, “This acquisition is a pivotal step in shaping the future of media in the region. By integrating Adlive’s cutting-edge programmatic solutions into DXTA’s portfolio, we are expanding our technological capabilities and setting a new standard for innovation. W Group remains committed to investing in transformative solutions that empower brands to adapt to market shifts and redefine audience engagement.”
Adlive ME, initially launched by Adlive France to serve the Middle East, connects media buyers and publishers through a platform focused on transparency and efficiency across Web, Mobile and Connected TV.
Hammad Benjelloun, Founder of Adlive, expressed his enthusiasm for the acquisition, saying: “We’re thrilled to join forces with W Group, a move that not only broadens the regional footprint of Adlive but also reinforces our commitment to delivering data-driven, innovative advertising solutions. By integrating our technologies and expertise, we’re set to unlock new growth opportunities for our clients, accelerate our momentum in the market, and shape the region’s next generation of digital advertising.”
The strategic acquisition will enable DXTA to integrate Adlive’s technologies, including Adlive Connect, Adlive AI, and Lucead, into its portfolio. The solutions will provide advanced capabilities in cookieless advertising, supply-side platform (SSP) technology, AI-driven ad planning, and privacy-first marketplace solutions.
Adlive Connect is a supply-side platform (SSP) offering tools to optimise publisher revenue, ensure brand safety, and provide data insights. Adlive AI is a campaign planning and performance optimisation tool that uses AI for real-time targeting and results, while Lucead is a marketplace aligned with Google’s Privacy Sandbox, enabling publishers and advertisers to operate effectively in a cookieless ecosystem while maintaining privacy.
Ayman Haydar, CEO of DXTA Technology, indicated that the acquisition is part of DXTA’s strategy to move beyond its role as a sales house and focus on proprietary adtech development. The integration of Adlive’s tools is intended to enhance DXTA’s ability to meet the needs of advertisers and publishers navigating the complexities of digital advertising.
