Dentsu has significantly impacted the Middle East and North Africa (MENA) market by launching the region’s first agency-curated Programmatic Connected TV (CTV) Marketplace. Powered by their Dentsu Media Exchange (DMX) platform and supported by Magnite’s advanced technology, this bold initiative strives to meet the growing demand for streaming content and unlock premium CTV advertising opportunities like never before.
As viewers quickly transition from traditional television to streaming platforms, Dentsu’s new marketplace simplifies how brands engage with premium video content. It offers a smarter, more efficient method for planning, buying, and measuring CTV campaigns — from a single, streamlined hub. Advertisers benefit from carefully curated inventory, enhanced targeting capabilities, improved cost efficiencies, and better control over their advertising spend, thanks to transparent metrics and sophisticated fraud protection.
Highlighting the marketplace’s proven effectiveness, Dentsu reported that campaigns running through DMX have already experienced notable improvements, including an 18% increase in viewer attention and a 17% rise in ad viewability.
Saadeddine Nahas, dentsu MENA’s Head of Product and Partnership, described the initiative as “a fresh perspective on digital video advertising,” emphasising its promise of scale, sustainability, and precise targeting for advertisers keen to stay ahead. Meanwhile, Ramzy Abouchacra, dentsu MENA’s Media Practice President, identified the marketplace as a crucial step in “shaping the future of media in the MENA region,” making CTV advertising more accessible, accountable, and impactful.
The rollout is not merely theoretical — several major campaigns are already poised to launch through this marketplace, signalling immediate momentum for brands eager to engage with MENA’s rapidly expanding streaming audience.
