Global advertising technology leader The Trade Desk announced a new partnership with Choueiri Group, the leading media representation group in the Middle East which has close ties with many of the region’s largest broadcasters and publishers.

The partnership will open greater access to programmatic ad inventory across the Middle East region. The move will allow advertisers to launch and manage their digital campaigns across multiple channels, including desktop, mobile, Connected TV, and Digital-Out-Of-Home (DOOH).

Choueiri Group’s extensive inventory will provide brands with scale not previously available in the region. The partnership will also provide access to enhanced measurement and data capabilities through The Trade Desk's platform, helping advertisers to provide a more relevant consumer experience and boosted campaign performance.

Choueiri Group’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, said, “This partnership combines The Trade Desk’s technical prowess with the Choueiri Group’s unrivaled 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.”

“The MENA region, with Choueiri Group at the forefront, is on an exciting journey of digital transformation and we’re delighted to be providing them with the tools to make the most of every opportunity,” Duffield added.

Michel Malkoun, Chief Growth Officer at Choueiri Group, said, “The Trade Desk combines a top-class, independent platform with some of the most advanced expertise in the business – we’re thrilled to be working together. 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.