Dentsu Launches First Agency-Curated Programmatic CTV Marketplace

In a pioneering move for the region, dentsu has introduced a programmatic Connected TV (CTV) marketplace powered by Dentsu Media Exchange (DMX), designed to meet the region’s rapid transition to streaming platforms.

This innovative solution gives advertisers exclusive access to premium CTV inventory—both regional and international—through a unified, data-driven platform. The launch marks a significant evolution in how brands approach digital video, offering scale, sustainability, and addressability in a single ecosystem.

“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 leveraging the DMX-powered marketplace are already seeing strong results:

• +18% increase in attention scores
• +17% improvement in viewability
• -820% decrease in out-of-geo ad placements
• -60% reduction in fraud
• +25% more page views
• +30% longer sessions
• -20% lower carbon emissions

The marketplace is supported by technology from Magnite, a leading programmatic advertising platform, and is engineered to bring the precision of digital to the world of premium television. Core features include:

• Curated inventory aligned with campaign goals
• Enhanced addressability for more effective targeting
• Centralized buying for streamlined execution
• Transparent reporting and unified measurement
• Built-in fraud protection and brand safety tools against low-quality placements
• Sustainable ad delivery to minimize environmental impact

Ramzy Abouchacra, Media Practice President at dentsu MENA, commented, 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.”

Consumer viewing habits are evolving, with streaming now taking the lead in screen time. Connected TV (CTV) has emerged as a dynamic platform for brands to reach audiences with greater impact and precision.

For the first time in the region, dentsu is introducing an agency-led, programmatic CTV marketplace—offering advertisers a more intelligent, streamlined approach to planning, buying, and measuring across premium video channels.

Several campaigns are already lined up to activate through the new marketplace this month, showcasing its performance potential and strategic value for dentsu’s clients.