Complex Made Simple

MenaMarketPlace and PubMatic launch MENA’s first independent, global sell-side platform

Wednesday, December 17, MenaMarketPlace has announced that it has partnered with PubMatic, the leading programmatic advertising platform, in an exclusive relationship that will service demand for premium digital ad inventory within the region. The new agreement brings U.S.-based PubMatic’s global sell side platform (SSP) technology and services to MENA (Middle East and North Africa) advertising buyers for the first time.

“This strategic partnership with PubMatic will help publishers take advantage of the evolving media landscape, driving clear ROI for their digital ad inventory,” said Vincent Pelillo, Managing Director, MenaMarketPlace. “Through integrating with the industry-leading software automation platform that PubMatic provides, we have created the first premium programmatic marketplace for MENA publishers and media buyers.”

“The catalyst for our expansion to MENA (Middle East and North Africa) has been the tremendous publisher demand for the PubMatic platform across EMEA,” said Rob Jonas, Chief Revenue Officer at PubMatic. “MenaMarketPlace provides significant value to publishers looking to take more control of their digital ad inventory. Local and global ad networks, DSPs, trading desks and agency holding groups will now be able to reach targeted audiences in a premium online environment.”

The new partnership between MenaMarketPlace and PubMatic aims to capitalise on the increase in advertising spend predicted in the MENA region, which will rise to $5.7 billion by 2017. Internet advertising is forecast to grow an average 28 per cent per annum from 2013–2017, according to Pricewaterhouse Coopers. Brands will drive the shift to programmatic advertising by increasing their media spend, allocating greater portions of that budget to real-time, audience-based digital advertising.

“We are excited to start working with MenaMarketPlace. We believe their entry into MENA market will maximize options and available choices for both publishers and advertisers in the region. The underlying platform, PubMatic, provides deep insights into buying patterns and trends for premium properties, and will accelerate further the adoption of programmatic platforms. Among other things, we are impressed by MenaMarketPlace’s dynamic creation and adjustment of programmatic selling strategy and its multi-screen capabilities. We can only be supportive when such a project is deployed,” said Omar Tahboub, VP of Product at Bayt.com, the leading online recruitment website in the Middle East and North Africa with more than 17.75 million registered job seekers.

“MenaMarketPlace is changing the way ad networks work with publishers and at the same time helping publishers to monetise their site content. They are providing a great opportunity for publishers to increase sales and for advertisers to reach the right target audience. The most important thing about what they are offering is its transparency and simplicity,” said Didier Burn, Publisher, Sport360. Sport360 is the world’s only daily English language sports newspaper in the world. It is based in Dubai and Abu Dhabi.

The PubMatic One Platform technology includes Yield Optimisation and industry leading Real-Time Bidding-based functionality, offering an automated and transparent solution to publishers and media buyers. Additionally, PubMatic’s platform innovation includes solutions that are expected to become increasingly relevant as the programmatic advertising market matures in MENA. This includes: audience and data management platform capabilities, as well as Private Marketplace functionalities that are already in place and easily accessible.