Dentsu launches programmatic CTV Marketplace responding to viewer behaviour

Campaign ME

23-05-2025

Dentsu has launched a programmatic connected TV (CTV) marketplace in the MENA region, powered by Dentsu Media Exchange (DMX), in response to the region's accelerating shift toward streaming.
Reportedly an industry-first move, the CTV marketplace gives advertisers access to premium regional and global CTV inventory, all through a single platform.
'This is more than a new buying channel – it's a new way of thinking about digital video,' said Saadeddine Nahas, Head of Product and Partnership at dentsu MENA. 'As audiences migrate to CTV, we're providing advertisers with a first-mover advantage – delivering scale, sustainability, and addressability in one unified platform. DMX is already providing brilliant optimisation of investments and impactful results for our clients, and we are really excited to extend this offering to Connected TV for the first time in the region.'
Advertisers using DMX have already reported measurable gains including an 18 per cent increase in attention scores, 17 per cent improvement in viewability, and a dramatic 820 per cent reduction in out-of-geo placements.
In addition, the platform enables a 60 per cent decrease in fraud, 25 per cent more page views, 30 per cent longer session durations, and 20 per cent lower carbon emissions.
With technology enablement by Magnite, a leading independent programmatic advertising company, the DMX CTV marketplace brings the rigour of digital planning to the premium TV space, offering:
Custom quality inventory : Curated supply tailored to brand and campaign needs
: Curated supply tailored to brand and campaign needs Stronger addressability (g reater cost efficiency) : Enhanced targeting through advanced audience solutions
: Enhanced targeting through advanced audience solutions Streamlined efficiency : Centralized buying for faster, more effective activation
: Centralized buying for faster, more effective activation Greater transparency and control : Unified measurement and campaign management
: Unified measurement and campaign management Sustainability at scale : Lower emissions with every impression delivered
: Lower emissions with every impression delivered Advanced protection: Built-in safeguards against fraud and low-quality placements
Commenting on the launch, Ramzy Abouchacra, Media Practice President, dentsu MENA, said, 'At dentsu, we've always prioritised what drives real progress and that's meaningful action. Our CTV marketplace is a fully operational solution born from the belief that innovation is achieved through doing, not just discussing. We empower our clients to lead with intelligence, impact, and a forward-looking vision.'
'This launch builds on the momentum we've generated across the region – from pioneering the first Arabic-language attention study in MENA, to transforming commerce through media, to setting the standard with thought leadership that moves the industry forward.'
The way consumers watch content is changing. With streaming now dominating screen time, CTV presents a powerful new arena for brands to engage audiences with impact and precision.
Dentsu's CTV marketplace signals the first time advertisers in the region will have access to an agency CTV-enabled, curated marketplace – giving brands and advertisers a smarter, more efficient way to plan, buy, and measure across premium video environments.
Multiple campaigns are slated to launch this month utililising dentsu's new CTV marketplace, demonstrating the solution's capability and value for the agency's clients.