In a landmark move to advance innovation in the media and advertising sector, Saudi Media Company (SMC) has signed a Memorandum of Understanding (MoU) with Abu Dhabi-based Multiply Group PJSC (ADX: MULTIPLY).
The agreement sets the stage for a strategic collaboration aimed at developing advanced advertising technology platforms and unlocking mutual investment opportunities across the MENA region.
The partnership is focused on accelerating the growth of AI-powered advertising solutions, enhancing digital capabilities, and expanding into high-potential markets. Central to the agreement is the shared vision to modernize the industry through research, development, and the integration of cutting-edge technologies—such as programmatic advertising and data-driven ad sales.
Aligning with Saudi Arabia’s Vision 2030, the initiative supports SMC’s commitment to digital transformation and economic diversification. By leveraging emerging technologies, SMC aims to deliver more intelligent and efficient advertising solutions, reinforcing its leadership in the region.
“This partnership marks a transformative step in strengthening SMC’s global position in media, advertising, and technology,”
said Mohammad Al-khereiji, Chairman of SMC.
“Together with Multiply Group, we are investing in AI-driven platforms that will redefine efficiency, enhance client value, and drive regional economic growth.”
Samia Bouazza, Group CEO and Managing Director of Multiply Group, added,
“This collaboration places us at the intersection of technology, data, and culture. By aligning insights with cutting-edge AdTech, we aim to unlock new multimedia monetization models tailored to audience behavior across MENA.”
The alliance signals a pivotal shift toward a more data-centric, digitally advanced advertising landscape. Through strategic investment and innovation, SMC and Multiply Group are poised to shape the future of media across the region and beyond.
News Source: Emirates News Agency
