• W Group Holding, through its subsidiary DXTA Technology, acquired Adlive ME, enhancing its adtech portfolio.

•  Adlive’s tools, such as Adlive Connect, Adlive AI, and Lucead, are integrated into DXTA’s offerings, boosting capabilities in cookieless advertising, AI-driven ad planning, and privacy-first marketplaces.

• The acquisition expands Adlive’s regional footprint and reinforces W Group’s commitment to providing innovative, data-driven advertising solutions.

Strengthening DXTA’s Adtech Portfolio

W Group Holding, a digital transformation and advertising technology company, has acquired Adlive ME, a global programmatic platform, through its subsidiary DXTA Technology.

This acquisition strengthens DXTA’s portfolio of smart adtech solutions, empowering companies globally to navigate the digital ecosystem with innovative programmatic tools. Originally established by Adlive France for the Middle East, Adlive ME fosters a transparent programmatic supply chain across Web, Mobile, and Connected TV.

Integration of Cutting-Edge Technologies

The deal integrates Adlive’s technologies, such as Adlive Connect, Adlive AI, and Lucead, into DXTA’s offerings. This will help enhance capabilities in cookieless advertising, AI-driven ad planning, and privacy-first marketplaces.

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. “

 The edtech sector in the Middle East has seen significant growth in recent years. It is by increasing demand for digital learning solutions, government initiatives to improve digital infrastructure, and a rising youth population.

Edtech Growth in the Middle East

Countries like the UAE, Saudi Arabia, and Egypt are leading the region in advertising technology investments, with a focus on enhancing accessibility, improving learning outcomes, and integrating AI-driven solutions.

Ayman Haydar, CEO of DXTA Technology, said: “This acquisition marks a transformative step for DXTA Technology as we evolve from a sales house to a provider of proprietary adtech solutions. With advanced capabilities in cookieless advertising, SSP, AI-driven platforms, and public Wi-Fi advertising, we are redefining the advertising landscape. “

Saudi Arabia’s Vision 2030 and the UAE’s strategic focus on innovation have spurred investments in edtech startups and initiatives. It is aiming at modernizing the education system and prepare students for the digital economy.

Meanwhile, Egypt has emerged as a hub for edtech entrepreneurship, with numerous startups. Most of them address the need for affordable digital transformation solutions in both urban and rural areas.