The Trade Desk has partnered with AiOO to give media buyers access to digital out-of-home (DOOH) and retail media inventory in the Middle East for the first time through its platform, the companies said on Tuesday.
Under the agreement, advertisers using The Trade Desk’s omnichannel demand-side platform (DSP) will be able to access AiOO’s DOOH and retail media inventory across the region, expanding programmatic buying capabilities in MENA.
The move marks The Trade Desk’s latest step to broaden its programmatic reach in the Middle East and North Africa, as advertisers increasingly seek data-driven tools that connect digital targeting with physical advertising environments such as billboards, shopping malls and retail locations.
“In a region defined by world-class physical infrastructure and a rapidly evolving retail landscape, it’s never been more important for brands to connect digital precision and the physical world for their advertising campaigns,” said Terry Kane, Managing Director, Middle East & Africa at The Trade Desk.
Kane said the partnership would strengthen access to premium DOOH and retail media inventory in the region, adding that advertisers are demanding greater transparency and improved measurement outcomes.
“Our integration with The Trade Desk represents a meaningful step forward for programmatic out-of-home and retail media,” said Hammad Benjelloun, CEO of AiOO. “For the first time, media buyers can activate real-time audience intelligence directly within their DSP workflows.”
The companies said the integration is designed to bring the measurement and performance standards commonly associated with digital advertising into physical spaces, making out-of-home campaigns more measurable and scalable.
Advertisers using The Trade Desk’s platform will now be able to target high-value audiences across AiOO’s DOOH and retail media network, combining data-driven insights with placements in physical locations across the region.
