MENA-based online advertising company, Buzzeff, has been acquired by Teads, a Global media platform, to bolster online advertising services for regional advertisers while expanding their reach to international audiences. This is one of the first such acquisitions to take place in the advertising technology industry in recent years, specifically in the UAE, signifying the importance of the MENA region in this sector. Last year, for example, FutureTech Media acquired programmatic tech company, AdZouk. According to the agreement signed in January, the two companies have merged to form Teads MENA, with offices in Dubai and Casablanca catering to the Middle East and North Africa regions respectively.

In addition to Buzzeff’s existing services, Teads MENA will now offer a wide range of additional benefits to MENA advertisers including data services, outcome-based optimization and full-funnel solutions. Publishers in the region will also have access to the Teads Media Platform and the company’s global client base.

“In an ever-competitive market, we have always strived to be the best provider of advertising services in this region, and we are very proud to now take this effort to the next level. Our acquisition by Teads is a testament of our growth in both geographical reach and competency, and we are excited about the potential implications on the advertising world in the UAE and wider region. Mergers and acquisitions in our industry are not that commonplace in this region, so this is a real milestone for us to celebrate,” says Jerome Mouthon, previously Founder and Chairman of Buzzeff MEA and now the lead for Teads MENA.

“By acquiring Buzzeff, the region’s leading online advertising solutions provider, we’ve added a new dimension to our offering. Not only have we strengthened our presence in MENA, an important region for us, but our direct footprint means that we can capture more growth opportunities and get closer to strategic clients. The advertising industry in the UAE is dynamic and exciting, and we look forward to being an even bigger part of it in the coming years,” adds Pierre Chappaz, Executive Chairman at Teads.