Digital Media Services (DMS), the digital arm of Choueiri Group, collaborated with Google to host a specialized half-day event at the DMS offices in Dubai.
Given the strong opportunity for further growth of the programmatic advertising market in the MENA region, DMS and Google came together to extend their expertise and leadership to MENA advertisers, while shedding additional light on the capabilities of programmatic and detail one of the fastest growing areas of the programmatic universe, “Programmatic Guaranteed”.
The by-invitation-only event was aimed at educating key regional advertisers on the value of programmatic advertising, discussing the benefits of media buying consolidation and breaking misconceptions around programmatic in general. During the event, the DMS team shared successful case studies (high impact deliveries) and highlighted new solutions, which brands can avail. They also revealed DMS’ exclusive access to leverage Google Data within Programmatic Guaranteed for the MENA market, making them one of only a handful of global publishers with that capability.
Additionally, guests were also able to attend sessions that included creativity, data and audiences, as well as inventory and formats.
Speaking at the event, Bruno Bianchini, head of global partnerships at Google MENA said, “The adoption of programmatic has grown over the past few years. Today, publishers have access to insights on buyer needs and campaign performance, leading to better sales optimization. We will continue to support both the media buyers and sellers to maximize their revenue and create sustainable businesses using innovative tech solutions.”
DMS’ COO, Michel Malkoun also expressed his views on the growing significance of programmatic, saying, “Today, it would be safe to say that Programmatic is a cornerstone of DMS’ offering, as well as our general strategy. Programmatic enables efficiencies in both process and operations, along with transparency in reporting. This, in turn, provides valuable clarity and time savings that enable a more forward-thinking approach. It is nothing short of the future of how more media channels will be transacted.”
Further elaborating on the significance of Programmatic Guaranteed, DMS’ head of programmatic, Daniel Young added, “Combining creativity while ensuring delivery is one way that Programmatic Guaranteed is able to drive growth. Custom creatives within Programmatic Guaranteed unlock a publisher’s high impact inventory that may have been missing from non-guaranteed offerings. Consolidating spend and using both Programmatic Guaranteed and non-guaranteed deals in parallel provides an elevated level of clarity and optimization capabilities.”