OSN has partnered with global ad-tech leader The Trade Desk to bring its premium streaming and connected TV inventory to programmatic buyers in MENA. Advertisers gain direct, data-driven access to OSN’s exclusive content, enabling targeted, brand-safe, and impactful campaigns across the region.
The Middle East and North Africa’s premium entertainment leader, OSN, has entered into a strategic partnership with global advertising technology giant The Trade Desk, marking a pivotal moment for the region’s Advanced TV and programmatic advertising industry.
Through this collaboration, advertisers across the MENA region will now gain direct, programmatic access to OSNtv’s connected TV (CTV) and on-demand video inventory. This includes exclusive shows and films from global content powerhouses such as HBO, Warner Bros. Discovery, and a growing library of acclaimed OSN Originals.
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Traditionally, TV advertising relied on broad audience targeting and limited measurement. With this new integration into The Trade Desk’s demand-side platform (DSP), brands can now:
For the first time in MENA, premium streaming inventory will be accessible at scale through a global DSP, aligning the region with advanced advertising markets like the US and Europe.
Hamid Davari, Director of Advertising at OSN, emphasized transparency and innovation:
“We’ve always believed in the value of premium content and brand safety for advertisers. Partnering with The Trade Desk ensures our advertising ecosystem is not only premium but also measurable, data-rich, and performance-focused. This is the future of TV advertising in MENA.”
Terry Kane, Managing Director for MENA at The Trade Desk, pointed to the shift in viewer habits:
“Streaming is no longer an alternative to traditional TV—it’s the primary viewing platform for millions in MENA. This partnership allows advertisers to use the power of data and technology to engage audiences at the exact right moment, with content they care about.”
The move addresses several market needs:
With OSN operating in 22 countries and The Trade Desk serving advertisers worldwide, this collaboration could pave the way for cross-border advertising campaigns, enabling brands to target diaspora communities or regional audiences with tailored messages.
Furthermore, the integration of CTV inventory into programmatic buying pipelines means brands can now blend the storytelling power of TV with the efficiency and targeting of digital ads—something that was once out of reach in the region.
Industry experts predict that connected TV ad spend in MENA will grow significantly over the next three years, driven by increased smart TV adoption, faster internet speeds, and consumer demand for on-demand content. This OSN–The Trade Desk partnership positions both companies at the forefront of that growth wave, offering advertisers the tools to ride the trend effectively.
In short: This is more than just a partnership—it’s a blueprint for the future of advertising in MENA, where technology, content, and audience insights converge to deliver meaningful, measurable results for brands.
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