Global market research leader Ipsos has announced its acquisition of Seventh Decimal, a UAE-based technology company specializing in the measurement of Out-of-Home (OOH) advertising audiences. This strategic move aims to expand Ipsos’s capabilities in the MENA region and integrate Seventh Decimal’s innovative platform into its global media measurement infrastructure.
Founded in 2019, Seventh Decimal’s technology will be fully integrated into Ipsos’s suite of research solutions, providing the Emirati firm with a pathway to scale its operations on a global level.
Integrating Ad Tech for Global Reach
The acquisition will see Seventh Decimal’s proprietary OOH measurement platform become a core component of Ipsos’s global infrastructure. The combined solution is set to provide brands, media agencies, and media owners with advanced tools for both pre-campaign planning and post-campaign analysis.
This integration will deliver precise reports on the reach and frequency of exposure to both static and digital OOH advertisements, leveraging sophisticated data modeling on movement and mobility to offer new insights.
Edward Monin, CEO of Ipsos in MENA, stated that the partnership represents a significant advancement in understanding and measuring OOH advertising performance in the region and other markets. He noted that the new capabilities will help the market better evaluate the effectiveness of various OOH formats.
A New Standard for OOH Measurement
The newly combined platform is positioned to become a global benchmark in OOH advertising measurement. It will support advanced metrics, including cross-media comparability, which strengthens expansion plans and creates new opportunities in emerging markets.
“This deal opens new avenues for growth in other geographies and reflects a clear, shared ambition to continue investing in advanced capabilities and sophisticated research technologies,” said Jean-Laurent Boitoux, Global CEO of Ipsos.
Founders’ Vision for the Future
Maud Moawad and Lawa Hamada, founders of Seventh Decimal, expressed that over the past five years, their company has successfully built an integrated system for measuring OOH audiences in collaboration with media owners and agencies.
They affirmed their commitment to advancing the OOH sector both within the region and beyond, emphasizing that the technical and research integration with Ipsos will enhance their existing solutions.
About Seventh Decimal
Founded in 2019 and headquartered in the UAE, Seventh Decimal is a technology company that has developed a specialized platform for measuring the audience of Out-of-Home (OOH) advertising. The company’s technology provides detailed analytics and insights for both static and digital outdoor media.
Source: Jawlah
