The Trade Desk has announced a strategic partnership with AiOO, a programmatic technology platform for digital out-of-home (DOOH) and retail media. The collaboration marks the first time media buyers can access AiOO’s DOOH and retail media inventory across the Middle East and North Africa (MENA) region via The Trade Desk’s omnichannel demand-side platform.
The move is set to bring greater digital precision and data-driven advertising capabilities to the physical world in a region defined by rapid retail and infrastructure development.
Terry Kane, Managing Director, Middle East & Africa, The Trade Desk, commented on the significance of the integration: “We’re entering an exciting new era where the industry is embracing the benefits of data-driven advertising with more transparent measurement outcomes. Our partnership with AiOO strengthens access to premium DOOH and retail media inventory across the region, with improved transparency, measurement and performance outcomes for advertisers.”
The partnership is a key part of The Trade Desk’s commitment to unlocking premium inventory in MENA and enabling advertisers to target high-value audiences at scale.
Hammad Benjelloun, CEO of AiOO, highlighted what this means for the regional market: “Our integration with The Trade Desk represents a meaningful step forward for programmatic out-of-home and retail media. For the first time, media buyers can activate real-time audience intelligence directly within their DSP workflows, bringing the precision, accountability, and performance logic of digital programmatic into physical spaces. This is a key milestone in making OOH media measurable, predictable, and repeatable at scale.”
