The Co-Production Salon played a crucial role in aligning the objectives of both companies
MRC Saudi, the media measurement and analytics company in Saudi Arabia, has entered into a strategic partnership with Adspective, a pioneer in AI-driven advertising technology, to redefine audience measurement and ad personalisation. This collaboration aims to merge MRC Saudi’s expertise in media analytics with Adspective’s advanced AI solutions, offering advertisers, media agencies, and content owners unprecedented insights into audience behaviour, ad effectiveness and content engagement.
The partnership focuses on five key pillars. First, AI-driven scene and audience analytics will leverage MRC Saudi’s real-time data to optimise Adspective’s AI models, ensuring ad placements dynamically align with audience behaviours. Second, a cross-platform measurement approach will provide holistic campaign performance insights by tracking engagement across TV, digital and out-of-home media. Third, virtual product placement (VPP) will enable real-time, contextual ad insertions tailored to viewers through the seamless integration of Adspective’s AI with MRC Saudi’s measurement systems.
Eng. Bandar Al Mashhadi, CEO of MRC Saudi, said: “At MRC Saudi, we are committed to driving the future of media measurement through innovation and intelligence. Our partnership with Adspective represents a major leap forward in leveraging AI to deliver unparalleled audience insights and revolutionise ad personalisation. By integrating our advanced analytics with Adspective’s cutting-edge AI solutions, we are empowering advertisers and content creators with real-time, data-driven strategies that ensure every ad is not just seen, but truly resonates. This collaboration sets a new standard for AI-driven media and advertising in Saudi Arabia.”
Rafał Radawiec, CEO of Adspective, added: “Advertising is broken because audiences have learned to ignore it. The future belongs to brands that engage viewers, not interrupt them. This partnership isn’t just about measurement—it’s about making ads actually work. With MRC Saudi, we’re bringing AI-driven, non-intrusive advertising to the forefront, helping brands connect with audiences in a way that feels natural, relevant, and valuable.”
The Co-Production Salon played a crucial role in aligning the objectives of both companies, ensuring a collaboration set to deliver tangible benefits to the media industry.
Heba Korayem, representing Co-Production Salon, stated: “We proudly facilitated the alliance between Adspective and MRC Saudi. This partnership blends global tech expertise with local market knowledge, benefiting the regional advertising industry, which is exactly what we aim to do at the CoProduction Salon.”
This partnership sets a new benchmark for AI-driven advertising and media analytics, equipping advertisers and media owners with advanced tools to enhance audience engagement, improve ad performance with real-time insights and maximise revenue through context-aware, AI-powered ad placements. Together, MRC Saudi and Adspective are reshaping the advertising landscape, creating a future where ads become meaningful, seamless interactions rather than mere interruptions.