SMC and Multiply Group sign MoU to explore adtech collaboration

Saudi Media Company (SMC) and Abu Dhabi-based investment holding company Multiply Group PJSC have signed a Memorandum of Understanding (MoU) to explore collaboration opportunities in the adtech space. The agreement outlines a framework to assess mutual investment in developing advanced adtech platforms, with a focus on AI-powered solutions, programmatic capabilities and data-driven advertising strategies.

The SMC and Multiply Group agreement marks a potential step toward closer alignment between the two regional players with growing interests in media and digital transformation. The partnership also reflects wider trends in the MENA advertising industry, where technological innovation and audience segmentation are becoming core to campaign delivery and measurement.

For Multiply Group, the MoU supports its ongoing strategy to scale its media presence through technology-led innovation.

The MoU also aligns with Saudi Arabia’s Vision 2030, which emphasises digital transformation and private sector collaboration as key levers of economic diversification. While no specific deliverables have been announced, both companies suggest the agreement could support future investments in smart advertising infrastructure and scalable monetisation tools.