The Trade Desk wins programmatic deal with Middle East media giant Choueiri

The Trade Desk has secured a new partnership with Choueiri Group to offer greater programmatic ad access to brands and agencies in the Middle East region. 

Choueiri is a leading media representation group in the Middle East, operating in 10 markets covering the MENA region, Europe and Japan. Its brand roster includes the Arabian Media Company, Times International and Middle East Media services.  

The partnership aims to bring greater access to programmatic ad inventory across the Middle East, as well as enhanced measurement and data capabilities through The Trade Desk.

The move lets advertisers launch and manage their digital campaigns across multiple channels, including desktop, mobile, Connected TV and Digital-Out-Of-Home (DOOH).

The media giant's inventory will provide brands with scale not previously available in the region. The partnership will also provide access to measurement and data capabilities through The Trade Desk's platform.

Choueiri’s newly formed in-house agency, InMotion FZ LCC, will also use The Trade Desk’s technology to help local brands meet their marketing goals.

Phil Duffield, UK Vice President at The Trade Desk, says: “This partnership combines The Trade Desk’s technical prowess with the Choueiri Group’s unrivalled media connections - a powerful combination for advertisers. We’re particularly excited that Choueiri Group will be able to take advantage of our platform – which recently underwent the biggest upgrade in its history – to propel digital advertising forwards in the region. Together, we will bring advertisers a media-buying experience that’s independent, objective and helps them reach audiences through data-driven targeting.”

MENA: a maturing market for adtech

Programmatic advertising is developing rapidly in the Middle East and in particular in the Gulf Cooperation Council states including Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates.  

This is due to an increasing number of digital agencies and Google partners in Dubai. However, many of the largest MENA brands still use the services of agencies based in Europe. This move marks another shift towards a self-sustaining ad ecosystem in the region and a big power move from The Trade Desk over rivals.

Michel Malkoun, Chief Growth Officer at Choueiri Group, comments, “There has long been a gap between planning and delivery when it comes to programmatic in MENA, but through this partnership, we can join up the process and drive better results, elevating the perception of this type of advertising technology in MENA. We’re excited to use this partnership to combine more deliberate, data-driven buying strategies and extract the full potential of capabilities within The Trade Desk’s platform.”

The partnership gives both global and local brands access to Choueiri Group’s range of inventory across MENA, Europe and Japan. The partnership will go live by the end of 2021.