W Group Holding, a regional leader in digital transformation and advertising technology, has announced the acquisition of Adlive ME, a global programmatic platform, through its subsidiary DXTA Technology, a pioneer in smart adtech solutions. This strategic move expands DXTA’s programmatic technology portfolio, enabling companies worldwide to harness innovative adtech solutions to address the complexities of the digital ecosystem.

Adlive ME, originally established by Adlive France to serve the Middle East market, brings media buyers and digital publishers together on a cutting-edge platform designed to foster a transparent, healthy programmatic supply chain across Web, Mobile and Connected TV.

This strategic acquisition enables DXTA to integrate Adlive’s revolutionary technologies, including Adlive Connect, Adlive AI, and Lucead, into its portfolio. These solutions provide advanced capabilities in cookieless advertising, supply-side platform (SSP) technology, AI-driven ad planning, and privacy-first marketplace solutions.

Habib Wehbi, Chairman and Group CEO of W Group Holding, stated: “This acquisition is a pivotal step in shaping the future of media in the region. By integrating Adlive’s cutting-edge programmatic solutions into DXTA’s portfolio, we are expanding our technological capabilities and setting a new standard for innovation. W Group remains committed to investing in transformative solutions that empower brands to adapt to market shifts and redefine audience engagement.”

Hammad Benjelloun, Founder of Adlive, expressed his enthusiasm for the acquisition, saying: “We’re thrilled to join forces with W Group, a move that not only broadens the regional footprint of Adlive but also reinforces our commitment to delivering data-driven, innovative advertising solutions. By integrating our technologies and expertise, we’re set to unlock new growth opportunities for our clients, accelerate our momentum in the market, and shape the region’s next generation of digital advertising.”