From Media Execution to Media Infrastructure: The MENA Growth Engine

Platformance.io is homegrown in MENA. Built here for this region, we are developing the first cross ecosystem marketing model, where media, creative, creator, and data operate as one growth engine. We call it the Growth Operating System.

This is live today. Nearly 200 advertisers run campaigns through our integrated infrastructure.

MENA is complex:

• Multiple languages and dialects

• Distinct consumer behaviour across markets

• A mix of local publishers, global platforms, and retail media networks

Each runs on different rules, metrics, and standards. Managing them in isolation creates inefficiency.

We invested in this early. Our infrastructure model:

• Unifies channels, connecting search, social, programmatic, creator, and retail media in one system

• Links creative to performance, enabling testing at scale across markets

• Optimises budgets in real time, shifting investment instantly based on live results

We are product first. Twenty percent of our workforce is dedicated to building new products and shaping the media ecosystem. We create proprietary technology, automate delivery, and design productised services that generate recurring value.

This creates intellectual property, improves operating efficiency, and gives full control over the roadmap. We own the infrastructure, the processes, and the outcomes.

The impact is clear: lower acquisition costs, higher conversion rates, and media investment tied directly to revenue.

Globally, infrastructure led approaches are gaining traction. Being homegrown gives us the advantage of building for MENA from day one.

For advertisers, this moves media from being a cost to becoming a core growth asset.

Platformance.io is proving that the future of media in MENA is built on infrastructure.