UAE-headquartered online advertising and consumer intelligence platform (adtech) ArabyAds, has acquired Dubai-based influncer and brand marketing platform Dmenta.

Founded in 2012 by Shady Essam, Dmenta helps brands connect to celebrities and online influencers. Its top clients include Chalhoub Group, Landmark Group, Adidas, Namshi, and Noon among others. 

“We are excited to join forces with ArabyAds to strategically fortify our complementing offerings and to achieve greater scale together in the region. Over the last few years, we have built a strong network of influencers that have been deployed to achieve great objectives for our advertisers. This deal is a tremendous opportunity for our growth and expansion,” said Shady Essam, CEO of Dmenta.

Launched in 2013 by Mahmoud Fathy and Mohammed Khartabil, ArabyAds extends its marketing solutions to companies from several industries across the Middle East and North Africa (Mena) region. It has offices in Cairo and Amman and plans to expand to Saudi Arabia.

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

In October 20219, ArabyAds acquired Dubai-based advertising and data platform AdFalcon.