MRC Saudi, a leading media measurement and analytics firm in Saudi Arabia, has forged a strategic partnership with Adspective, a trailblazer in AI-driven advertising technology. This collaboration is set to transform audience measurement and ad personalization, combining MRC Saudi’s deep expertise in media analytics with Adspective’s cutting-edge AI solutions. Together, they aim to provide advertisers, media agencies, and content creators with unparalleled insights into audience behavior, ad effectiveness, and content engagement.

The partnership is built on five essential pillars. Firstly, AI-powered scene and audience analytics will utilize MRC Saudi’s real-time data to enhance Adspective’s AI models, ensuring that ad placements dynamically reflect audience behaviors. Secondly, a cross-platform measurement strategy will deliver comprehensive campaign performance insights by monitoring engagement across TV, digital, and out-of-home media. Thirdly, virtual product placement (VPP) will facilitate real-time, contextual ad insertions tailored to viewers, achieved through the seamless integration of Adspective’s AI with MRC Saudi’s measurement systems.

Eng. Bandar Al Mashhadi, CEO of MRC Saudi, remarked: “At MRC Saudi, we are dedicated to pioneering the future of media measurement through innovation and intelligence. Our partnership with Adspective marks a significant advancement in harnessing AI to provide unmatched audience insights and revolutionize ad personalization. By merging our sophisticated analytics with Adspective’s state-of-the-art AI solutions, we empower advertisers and content creators with real-time, data-driven strategies that ensure every ad is not just seen, but truly resonates. This collaboration establishes a new benchmark for AI-driven media and advertising in Saudi Arabia.”

Rafał Radawiec, CEO of Adspective, added: “Advertising is fundamentally flawed because audiences have learned to tune it out. The future belongs to brands that engage viewers rather than interrupt them. This partnership transcends mere measurement; it’s about making ads genuinely effective. With MRC Saudi, we’re bringing AI-driven, non-intrusive advertising to the forefront, enabling brands to connect with audiences in a way that feels natural, relevant, and valuable.”

The Co-Production Salon has played a vital role in aligning the objectives of both companies, paving the way for a collaboration that promises to deliver substantial benefits to the media industry.

Heba Korayem, representing Co-Production Salon, stated: “We are proud to have facilitated the alliance between Adspective and MRC Saudi. This partnership merges global technological expertise with local market insights, ultimately benefiting the regional advertising industry, which is precisely our mission at the Co-Production Salon.”

This partnership sets a new standard for AI-driven advertising and media analytics, equipping advertisers and media owners with advanced tools to enhance audience engagement, improve ad performance through real-time insights, and maximize revenue via context-aware, AI-powered ad placements. Together, MRC Saudi and Adspective are reshaping the advertising landscape, creating a future where ads evolve into meaningful, seamless interactions rather than mere interruptions.