Deal will expand Firefly’s operations into the Middle East for the first time through a joint-venture office in the UAE capital

A subsidiary of Abu Dhabi-based International Holding Company (IHC) has acquired a stake in Firefly, a digital media platform that connects audiences with dynamic media on taxis and rideshare vehicles.

IHC’s Multiply Marketing Consultancy (MMC) has acquired the stake in Firefly, which is backed by investors such as Google Ventures, NFX, and Stanford University’s StartX Fund and operates across major US cities.

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It works with taxi companies and rideshare drivers to install its proprietary advertising displays atop their vehicles. These screens deliver dynamic content based on location-based, WiFi-enabled triggers.

In terms of visibility, Firefly’s screens ensure over millions of impressions per month.The deal will expand Firefly’s operations into the Middle East for the first time through a joint-venture office based within MMC’s headquarters in Abu Dhabi.

Samia Bouazza, CEO of Multiply Marketing Consultancy, said: “Firefly’s investment will bring more value to all advertisers seeking to personalise their messaging and hyper-target their audiences. Investments in our communications vertical ensure that our media teams are servicing our local clients with the latest, most innovative and analytically-precise technology available on the market.”

“Our investments are chosen to meet several criteria that are true to our philosophy. They are future-focused, efficient and scalable; and they empower at least one stakeholder to reach their full potential through technology,” added Bouazza.

IHC was founded in 1998 and the ADX listed company comprises more than 30 entities across a growing number of sectors.





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