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Dubai-Based Adtech Startup Arabyads Completes Acquisition of Influencer Marketing Platform Dmenta

The deal comes less than six months after Arabyads' acquisition of advertising and data platform, AdFalcon, as it looks to strengthen its grip on the MENA adtech sector.

UAE-based advertising and consumer intelligence platform, ArabyAds, announced their acquisition over Dmenta, a digital hub known for its knack for influencer marketing. 

The marketing firm, founded by CEO Shady Essam in 2012, acts as a link between social media influencers and brands, boasting the likes of Adidas, Landmark Group, NowNow, Chalhoub Group, Namshi and Noon among its clientele.

ArabyAds also recently acquired Adfalcon, an advertising and data platform, making this the second acquisition for them within a six month period. The platform uses technology that allows it to provide more than 300 clients across the region with performance advertising platforms. 

“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,” said Mahmoud Fathy, CEO of ArabyAds. “Dmenta has the right technology, people, and culture to build and consolidate our leadership position in the region.”

Founded by Mamhoyd Mahmoud and Mohammed Khartabil in 2013, ArabyAds already boasts a prolific reputation in the region, with additional offices in Cairo and Amman, while there are plans to set-up shop in Saudi Arabia, too. Their region-wide ambitions were boosted in April of 2019, when it raised a $6.5 million Series A investment from Equitrust. 

Learn more about Arabyads here.

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