Global video platform Teads acquires Buzzeff
Buzzeff, an online advertising specialist in the MENA region, has been acquired by video advertising platform Teads, to bolster online advertising services for regional advertisers while expanding their reach to international audiences. This is one of the first such acquisitions to take place in the advertising technology industry in recent years in the UAE, said a statement from Teads.
In an agreement signed in January, the two companies merged to form Teads MENA, with offices in Dubai (Teads Middle East) and in Casablanca (Teads North Africa).
Aside from ensuring brand-safe, fraud-free and viewable inventory as the existing benefits of Buzzeff’s services, Teads MENA will now offer a wide range of additional benefits to MENA advertisers, such as data services, outcome-based optimisation and full-funnel solutions. MENA publishers will also benefit from Teads’ Media Platform and global client base to grow their advertising revenues, said Teads.
“In an ever-competitive market, we have always strived to be the best provider of advertising services in this region, and we are very proud to now take this effort to the next level. Our acquisition by Teads is a testament of our growth in both geographical reach and competency, and we are excited about the potential implications on the advertising world in the UAE and wider region. Mergers and acquisitions in our industry are not that commonplace in this region, so this is a real milestone for us to celebrate,” said Jerome Mouthon, founder and chairman of Buzzeff MEA and now the lead for Teads MENA.
Teads MENA’s portfolio of services includes outstream video and viewable display solutions optimised for branding and performance, thirdparty tracking transparency systems and access to 1.4 billion consumers worldwide through its platform.
“By acquiring Buzzeff, the region’s leading online advertising solutions provider, we’ve added a new dimension to our offering. Not only have we strengthened our presence in MENA, an important region for us, but our direct footprint means that we can capture more growth opportunities and get closer to strategic clients. The advertising industry in the UAE is dynamic and exciting, and we look forward to being an even bigger part of it in the coming years,” said Pierre Chappaz, executive chairman at Teads.