InMotion, a full-funnel programmatic and outcome-based solutions provider, has announced a strategic partnership with London-based Transact Media Group (TMG) to revolutionize media effectiveness in the Middle East and North Africa (MENA). The collaboration bridges the gap between media spend and real-world outcomes, helping advertisers move beyond vanity metrics like clicks and impressions to focus on what truly matters — sales.
Backed by Mastercard’s global dataset of over 3 billion cards and 44 million merchants, TMG delivers transaction-powered audiences, outcome-based performance, and 100% anonymised, cookie-less data. The partnership enables MENA advertisers to target verified buyers, pay only for real outcomes, and gain AI-powered transparency into whether their media spend directly drove sales.
“Advertisers want proof, not promises,” said Joel Williams, Founder and CEO of TMG. “Our model eliminates uncertainty. For the first time, MENA brands can link every dirham of spend directly to real transactions — fair, transparent and accountable.”
With the launch, advertisers across the region can expect:
Real buyers, not proxies: Mastercard-powered transactional audiences across Meta, TikTok Shop, Google, Amazon, and programmatic platforms.
AI-powered insights: BrandFormance reporting that directly answers, “Did my media drive a sale?”
Outcome-based pricing: Pay only for verified results such as sales, leads, and account openings.
Privacy-first solutions: 100% anonymised, cookie-less transaction data.
Calling it a turning point for the region, Michel Malkoun, Chief Growth Officer at CG Digital, said:
“Partnering with TMG bridges the gap between media spend and real-world outcomes. This isn’t just another solution in the mix — it’s a line in the sand. ROI is the new currency of media in MENA, and this partnership makes it the standard.”
To mark the launch, InMotion and TMG will host a regional roadshow from September 23–25, 2025, engaging the region’s top agency groups. Each session will feature live demos, case studies, and an interactive quiz showcasing how data can be transformed into guaranteed business outcomes.
This partnership signals a new era for MENA advertising, where proof of performance replaces promises, and ROI becomes the benchmark for media success.
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