Dubai, UAE-based adtech startup ArabyAds, last week, announced that the company has acquired the compatriot Dmenta, an influencer and brand marketing platform.
Founded in 2012 by Shady Essam, Dmenta helps brands connect to celebrities and online influencers. Its top clients include Chalhoub Group, Landmark Group, Adidas, Namshi, and Noon among others.
Speaking of the development for Dmenta, Essam in a statement said,
“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 have been deployed to achieve great objectives for our advertisers. This deal is a tremendous opportunity for our growth and expansion,”
Founded in 2013 by Mahmoud Fathy and Mohammed Khartabil, ArabyAds is an advertising intelligence firm that provides marketing solutions for businesses in the Middle East and North Africa (MENA) region. The company also has branches across Cairo, Egypt and Amman, Jordan. The company in a statement also stated that it is planning to expand to Saudi Arabia, Kuwait, Lebanon, and Tunisia.
Commenting on the acquisition of Dmenta, 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,”
ArabyAds, in October 2020 acquired the Dubai-based advertising and data platform AdFalcon. The company in April 2019 raised $6.5 million in a Series A round led by EQ2 Ventures.