Publicis ME and LiveRamp Put Commerce Media on the Fast Track

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Commerce media has long been hyped as the “next big thing.” Now, in the Middle East, it’s getting the muscle it needs to move from theory to practice.

Publicis Groupe Middle East and LiveRamp have announced a strategic partnership designed to accelerate adoption, innovation, and accessibility of commerce media across the region.

The deal combines Publicis Groupe ME’s scale and deep client ties with LiveRamp’s trusted data collaboration technology—bringing an ecosystem-level approach to a fragmented space. 

The ambition is simple  shape smarter strategies,: to lower barriers, and make commerce media workable for brands of every size and sector. 

At its simplest, commerce media is where advertising meets the point of purchase—brands reaching consumers through retailer platforms, e-commerce networks, or data-driven retail partnerships. 

Think of it as closing the loop between media investment and sales outcomes, with retailers acting as media owners in their own right. This means sharper targeting a1nd measurable ROI designed to unlock new revenue streams.

The two companies already share clients such as Carrefour and Beiersdorf, proving there’s appetite—and impact—for commerce media when scaled responsibly. 

With categories from CPG to automotive, finance, and quick-commerce on the table, the opportunity lies in enabling brands to collaborate confidently, measure effectively, and drive measurable performance outcomes.

"The future of commerce media is here, and it’s collaborative.”

“Being first to market in the Middle East is not just about speed—it’s about shaping the rules of the game,” said Mazen Mroueh, Head of Performance Product & Operations at Publicis Groupe ME.

“We’re building an open ecosystem that matures commerce media, drives education, and delivers measurable impact across verticals.”

Oliver Klander, Commercial Director MENA at LiveRamp, added: “With our interoperable tech and Publicis’s market reach, we’re giving brands and retailers the tools to unlock incremental growth.

"The future of commerce media is here, and it’s collaborative," he asserted.

For years, commerce media has sat somewhere between promise and potential in the Middle East. With Publicis and LiveRamp moving first, the conversation shifts from “what if” to “what’s next.” 

In a market defined by scale, whoever builds the most accessible ecosystem will likely shape the playbook others follow.