By : Mohamed El Kholy
Choueiri Group – The leading media representation house in the Middle East recently announced that their latest subsidiary company “Media Dome” has entered into an exclusive partnership with MiQ - the London headquartered programmatic media partner.
The alliance which became effective as of February 2021, will deliver MiQ’s global expertise in data science, analytics, and programmatic trading to regional brands and advertisers across the MENA region.
With offices spanning North America, Europe, and Asia Pacific, MiQ takes their clients’ first-party data and connect it to a whole host of other data sources from the 10+ terabytes they access from their extensive range of data partnerships. Next, MiQ’s data scientists take these connected datasets and uncover all the insights that will help their clients reach their target audiences in new ways - whether that’s insight around TV viewership, online behavior, brand affinity and intent, or time and place. Then, their programmatic trading experts turn these insights into precise, continually optimized programmatic activations.
Speaking about the new partnership, the CEO and a Co-Founder of MiQ, Gurman Hundal stated that "MiQ has built a global footprint since 2010, and we are delighted to be partnering with Choueiri Group as we expand into the Middle East. Digital advertising is growing fast in this region, so this felt like a very natural next step for MiQ."
Featuring an agnostic model, MiQ can mobilize its technology solutions across any form of data, DSP, publisher, or exchange, to drive the best possible results. This enables brands to access an industry of programmatic capabilities all in one place, with MiQ’s layer of technology connecting data, platforms, and inventory.
MiQ’s President Richard Dunmall, who was present at the signing of the agreement also expressed his views: “We are proud to have Choueiri Group as our partner. Their experience and commitment to the Middle Eastern market will provide invaluable support as we expand our operations into the region. I look forward to working closely with the team in supporting our Middle Eastern clients as they develop their programmatic offerings."
Choueiri Group’s Chairman and CEO, Pierre Choueiri also featured at the signing ceremony and expressed great enthusiasm for the new tie-up by stating: “Bringing MiQ’s global expertise in programmatic to the region is a matter of great pride and importance for us. The timing is perfectly suited, making this a very exciting development, which we are certain will benefit both our brands as well as all advertising partners across the region”.
Michel Malkoun, who serves as Chief Growth Officer at CG Digital, further reinforced the Group’s commitment to remaining at the forefront of the digital transformation: “We are very excited to bring MiQ to the MENA region. They will serve as a partner that will elevate the way we transact scientifically and in full transparency, while empowering our clients to reach the right audience with the right messages, at the right state of mind”.