UAE's ArabyAds acquires Dmenta to grow influencer marketing platform

ArabyAds, an advertising and consumer intelligence platform based in the UAE, has announced the acquisition of Dmenta, a digital hub that specializes in influencer marketing. 

Founded in 2012 by its CEO Shady Essam, Dmenta currently offers its creative hub services to leading advertisers across industries from the likes of Chalhoub Group, Landmark Group, Adidas, NowNow, Namshi, and Noon among others. The platform has a large variety of mega and celebrity influencers that have a massive reach for the MENA region.    2020 Saudi Arabia Venture Capital Report

ArabyAds incorporates revolutionary technology to provide more than 300 of the top advertisers across the region with its performance advertising and influencer marketing platforms. This is the second acquisition for ArabyAds in the last 6 months as it recently acquired Adfalcon, an advertising and data platform, back in October. The acquisition was the manifestation of ArabyAds vision to revolutionize the AdTech space in the region and was the natural next step to take its technology roadmap to the next level.

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Commenting on the new acquisition, Mahmoud Fathy, CEO of ArabyAds said, “This acquisition is of great strategic value to us as it strengthens our position as the leading influencer marketing platform and provides an incremental solution to our advertisers. Dmenta has the right technology, people, and culture to build and consolidate our leadership position in the region.”   

Shady Essam, CEO and Founder of Dmenta commented, “We are excited to join forces with ArabyAds to strategically fortify our complementing offerings and to achieve greater scale together in the region. Over the last few years, we have built a strong network of influencers that has been deployed to achieve great objectives for our advertisers. This deal is a tremendous opportunity for our growth and expansion.”


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