Digital Media Services
Digital Media Services (DMS) is the exclusive digital media representative for 30+ premium MENA publishers under Choueiri Group, offering brand advertisers video distribution, native advertising, and audience data activation reaching 70% of the MENA audience across 120M monthly browsers.
- Company typePrivate
- Founded2010
- HeadquartersDubai, United Arab Emirates
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Digital Media Services does
Digital Media Services (DMS), founded in 2010 and headquartered in Dubai, is the exclusive digital media representation arm of Choueiri Group and operates as a privately held FZ-LLC. The company represents 30+ premium digital publishers across the MENA region — including Anghami, Dailymotion, Kooora, ESPN, Viu, IQIYI, Sabq, Lahamag, Jamalouki, and Awaan — collectively delivering 120M unique monthly browsers, 1B page views, and 3.5B ad impressions, equivalent to 70% MENA audience reach and 90% reach in Saudi Arabia. Its product suite is organized around three pillars: DMS Video (unified video-on-demand, video sharing, and channel distribution with cost-per-view buying); DMS Data (an audience insights and activation platform built on a proprietary Data Management Platform with Edge computing, processing 2.4B+ data points across 120M+ profiles and 1,500+ segments); and DMS Studio (branded content and native advertising, including Kameleon, Kameleon Plus, and Kameleon Direct formats). Sub-products include InMotion, a full-funnel programmatic offering spanning display, video, CTV, and digital out-of-home with AI-powered cookie-less targeting.
DMS monetizes through five revenue streams: branded content and native advertising, video content distribution (cost-per-view), audience data and activation services, programmatic advertising (display, video, CTV, DOOH), and research and measurement services. Pricing is quote-based, structured around multi-year enterprise contracts with brand advertisers and media agencies; no self-serve or programmatic marketplace is offered for direct buyer access. Go-to-market is enterprise field sales executed through regional directors and country sales teams covering UAE, Saudi Arabia, Egypt, Kuwait, Lebanon, Iraq, and Jordan. Customer segments comprise brand advertisers (primary), digital publishers (representation), and media agencies. Named enterprise clients include Mastercard (Gamers8 esports activation), Red Sea Global (Pinterest luxury travel launch), Saudia Airlines (first MENA aviation advertiser on Pinterest), and Lay's (VR football activation with Kooora).
The company is a wholly-owned subsidiary of Choueiri Group, a diversified Lebanese-origin MENA media conglomerate. DMS has no external institutional investors, no disclosed funding rounds, and no subsidiaries of its own. Leadership includes COO Ziad Khammar (appointed January 2021), Managing Director–UAE Sally Makarem, and country/regional sales directors across each operating market. Operations span offices in Dubai (HQ), Beirut, Kuwait City, Cairo, Riyadh, and Jeddah, with 51-100 employees in total. The company rebranded in April 2017 and has progressively expanded its product surface from exclusive representation into programmatic (InMotion), audio (via Audiomob), and research/measurement services.
Digital Media Services firmographics
Firmographics- Name
- Digital Media Services
- Legal name
- Digital Media Services FZ-LLC
- Website
- https://dms-cg.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Digital Media Services (DMS) is the exclusive digital media representative for 30+ premium MENA publishers under Choueiri Group, offering brand advertisers video distribution, native advertising, and audience data activation reaching 70% of the MENA audience across 120M monthly browsers.
- Ownership category
- akta.pro rank
Digital Media Services industry classification
Industry- Product category
- Digital Advertising Services
- NAICS
- Media Buying Agencies (54183)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB)
- akta.pro secondary industry
- Data Management Platforms (DMP) & Customer Data Platforms (CDP) (BPAMALAD)
Keywords
Where Digital Media Services is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices5 records
Markets served
Digital Media Services business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Branded Content & Native Advertising: Sponsored editorial content, native ad units, and branded content created by publishers and distributed contextually. Revenue generated from native advertising placements across DMS publisher network.
- Video Content Distribution: Video advertising distribution through instream and outstream formats. Cost-per-view buying model for video campaigns distributed across video-on-demand, video sharing, and general interest channels.
- Audience Data & Activation: First-party audience data activation services enabling precise targeting across the DMS publisher network. Provides access to 120M+ profiles and 1500+ audience segments for campaign targeting.
- Programmatic Advertising: Programmatic advertising solutions across digital channels including display, video, CTV, and digital out-of-home. AI-powered cookie-less targeting segments and brand-safe YouTube inventory.
- Research & Measurement Services: Market research services including 90+ research projects since 2015, 400K+ respondents surveyed, brand lift studies, TV attribution tests, and cross-media measurement solutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise advertising campaigns with customized pricing based on campaign requirements |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Digital Media Services product offering
Product offeringCore offering
Digital Media Services (DMS) is the exclusive media representative for 30+ premium digital publishers in the MENA region, operating as the digital media arm of Choueiri Group. The company sells and distributes digital advertising inventory across its publisher network, offering branded content and native advertising, video content distribution, and audience data activation and measurement solutions through its proprietary Data Management Platform covering 120M+ profiles.
Product overview
DMS (Digital Media Services) is the digital media arm of Choueiri Group, operating as a digital media representation company for the MENA region. The platform offers a unified product suite comprising three core offerings: DMS Video for video content distribution across video-on-demand, video sharing, and general interest channels; DMS Data for audience insights, activation, and measurement with access to 120M+ profiles and 1500+ segments; and DMS Studio for branded content and native advertising. Supporting these core products are sub-products including Kameleon (native advertising), Kameleon Plus (pop-up format), Kameleon Direct (lower-funnel native), and InMotion (programmatic solutions). The network reaches 120M unique browsers, 1B page views, and 3.5B ad impressions monthly across 30+ premium publishers, achieving 70% reach in MENA and 90% in KSA.
Differentiator
Problem solved
Functional benefit
Brands
- DMS Studio: Branded Content & Native Advertising solution offering native advertising, branded content, and influencer marketing services.
- DMS Video
- DMS Data
Products and services
- DMS Video Video content distribution solution combining video-on-demand, video sharing, and general interest channels, enabling distribution across DMS's entire publisher audience with a single line item buy using a cost-per-view buying model. Designed for brand advertisers and media agencies seeking unified video buying across premium MENA publishers.
- DMS Data Audience insights, activation and measurement platform providing 120M+ profiles, 1,500+ segments, and 2.4B+ data points with reach of 75% in GCC and 86% in KSA, enabling real-time audience targeting and campaign measurement. Built for advertisers and agencies that require first-party MENA audience data and attribution.
- DMS Studio Branded content and native advertising solution offering native advertising, branded content, and influencer marketing across 40+ premium publishers with reach of Arabic speakers in the MENA region. Built for brands seeking editorial-style content integration within premium publisher environments.
- Kameleon Native Advertising Native advertising product with contextually relevant content distribution across premium MENA publishers, with Kameleon Plus as a pop-up video/infographic format and Kameleon Direct for lower-funnel direct response activations.
- InMotion Full-funnel programmatic and outcome-based solutions provider for digital campaigns offering display, video, CTV, and digital out-of-home advertising, with AI-powered cookie-less targeting segments and brand-safe YouTube inventory.
Quantifiable outcome
- Native advertising delivers +69% unaided awareness and +51% purchase intent lift
- +4 more outcomes
Companies that use Digital Media Services
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Digital Media Services technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Digital Media Services partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core.
- AnghamicoreRegion's pioneering music streaming app with 72M registered users and 1B streams per month. DMS represents Anghami for advertising inventory sales and provides integrated audio advertising solutions.
- DailymotioncoreOne of the biggest video pooling and sharing platforms globally offering premium local content in MENA. Provides video advertising inventory with 19M+ video views and 85%+ viewability rate.
- KoooracoreRegion's leading sporting website with 28.6M monthly page views and 15.6M social footprint. Major sports coverage and gaming platform.
- ESPNcoreWorld's leading sports destination with 1.5M monthly reach and 8.9M Facebook followers. Provides premium sports journalism and content.
- PinterestcoreDMS is Pinterest's representative in the MENA region providing in-market representation, local language support, and platform expertise for advertisers. Pinterest has 537M global monthly active users.
- ViucorePremium VoD platform bringing international expertise to MENA with local content production. Freemium model with 8.1M monthly views and 47.5M social footprint.
- IQIYIcoreChina's leading entertainment platform bringing Chinese, Korean, and Anime content to MENA with Full HD and Dolby Atmos quality. 2.1M monthly views.
- AudiomobcoreMobile game audio advertising company with patented audio detection technology. Allows programmatic insertion of audio ads into mobile games with volume detection capabilities.
- FC Player (Footballco)core#1 Global in-stream sports video player extending reach through pre-roll across 1000+ premium sports publishers. 7M+ monthly unique users and 100M+ monthly reach in MENA.
- InMotioncoreFull funnel programmatic and outcome-based solutions provider for digital campaigns including display, video, CTV, and digital out-of-home with AI-powered targeting.
- SabqcoreLeading Saudi news website evolved into household name for KSA citizens. Known for scoops and exclusive content with 1.6M monthly reach and 92% mobile traffic.
- LahamagcoreLeading Arabic lifestyle website with 800K page views and 3.9M social footprint. Digital extension of Laha Magazine featuring fashion, lifestyle content, and photo galleries.
- JamaloukicoreFashion and beauty portal for Arab fashion enthusiasts with multi-channel platform including editorial content and video (JamaloukiTV and YouTube). 3.3M social footprint.
- OLN.TVcoreRegional digital TV network streaming lifestyle content for male and female Arab audiences. 107K registered users with premium video content production.
- AwaancoreDigital media platform launched by Dubai Media Incorporated (DMI), largest VOD digital media library in Middle East providing free digital viewing and listening experience.
- An NaharcoreOnline edition of leading independent Lebanese political newspaper founded in 1933. 65% of readers from outside Lebanon including Gulf Countries and North Africa.
- DIVISIONcoreCreative agency partner for campaign execution, specifically for gaming and esports activations including Mastercard Priceless Legends campaign at Gamers8.
Scale indicators9 records
Recent moves7 records
Expansion highlights6 records
Digital Media Services competitors and assessment
Company assessmentBroad incumbents
- Taboola: Taboola is a global content discovery and native advertising platform with MENA reach. It competes with DMS Kameleon and DMS Studio products in native/content recommendation placements on publisher sites.
- GroupM MENA: GroupM (WPP) is the largest media investment group globally with significant MENA presence, buying advertising on behalf of major brand clients. It both competes with DMS for agency mandates and represents a key customer relationship for premium inventory access.
- Magnite (formerly Rubicon Project / Telaria): Magnite is one of the largest independent sell-side ad platforms globally, providing programmatic infrastructure for video and CTV. It competes with InMotion (DMS sub-product) and pressures DMS's traditional direct sales model through automated marketplace dynamics.
- Omnicom Media Group MENA: Omnicom Media Group (OMG) is a global media services holding company with significant MENA operations. It is a comparable competitor and partner-channel for premium digital inventory in the region.
- Publicis Media MENA: Publicis Media is a major global media agency network with active MENA operations competing for advertiser mandates. Like GroupM, it is both a competitor in agency services and a partner-channel for DMS inventory.
- Dentsu MENA: Dentsu is a major global advertising network with MENA presence. It competes with DMS for advertiser budgets and provides an alternative agency-mediated path to MENA audiences.
Regional players
- Saudi Research & Media Group (SRMG): SRMG is one of the largest media groups in Saudi Arabia, publishing major titles and operating its own digital advertising sales. It competes with DMS for both publisher representation mandates and Saudi brand budgets, particularly in KSA where DMS claims 90% reach.
Direct peers
- MCN (Middle East Communication Network): MCN is a major media representation and advertising sales house across MENA. Like DMS, it represents premium publishers and offers cross-market digital advertising solutions, making it a direct competitor for both publisher mandates and brand advertiser budgets.
Emerging players
- Lotame: Lotame is a global data management platform and identity solutions provider. It competes directly with DMS Data as an alternative DMP/audience data provider, particularly relevant as the industry navigates cookie deprecation.
Others
- Choueiri Group (MEMS): MEMS is the sister company of DMS within Choueiri Group, handling traditional (broadcast/print/out-of-home) media representation. While not a direct competitor (different formats), the structural parent affiliation shapes DMS's competitive position and access to cross-format budgets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Digital Media Services social profiles
Digital presenceDigital Media Services financial estimates
Financial estimateRevenue estimate
Valuation estimate
Digital Media Services leadership team
Management profileNumber of profiles
Profiles12 records
Digital Media Services funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Digital Media Services M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Digital Media Services
What does Digital Media Services do?
Digital Media Services (DMS) is the exclusive media representative for 30+ premium digital publishers in the MENA region, operating as the digital media arm of Choueiri Group. The company sells and distributes digital advertising inventory across its publisher network, offering branded content and native advertising, video content distribution, and audience data activation and measurement solutions through its proprietary Data Management Platform covering 120M+ profiles.
Is Digital Media Services a public or private company?
Digital Media Services is a private company. It is classified as corporate owned and is currently operating.
When was Digital Media Services founded?
Digital Media Services was founded in 2010. It employs 51 to 100 people.
Where is Digital Media Services based?
Digital Media Services is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does Digital Media Services make money?
Five revenue lines are on record. Branded Content & Native Advertising is the primary driver. The others are video Content Distribution, audience Data & Activation, programmatic Advertising and research & Measurement Services.
Who are Digital Media Services's main competitors?
Broad incumbents on record are Taboola, GroupM MENA, Magnite (formerly Rubicon Project / Telaria), Omnicom Media Group MENA, Publicis Media MENA and Dentsu MENA. Saudi Research & Media Group (SRMG) is listed as a regional player. MCN (Middle East Communication Network) is listed as a direct peer. Lotame is listed as an emerging player. Choueiri Group (MEMS) is listed as an others.
Does Digital Media Services have an API?
No public API is recorded for Digital Media Services.
What industry is Digital Media Services in?
Digital Media Services's product category is Digital Advertising Services. Its primary akta.pro industry code is BPAFABAB, Digital & Programmatic Media Buying (Display, Video, CTV, Audio), with a secondary code of BPAMALAD, Data Management Platforms (DMP) & Customer Data Platforms (CDP). Its NAICS code is 54183 and its SIC code is 7311.