[Press Release] Ipsos strengthens its Audience Measurement expertise in Middle East & North Africa with the acquisition of Seventh Decimal
MWN-AI** Summary
Ipsos, a prominent global market research company, has announced its acquisition of Seventh Decimal, a research technology firm focused on Out-Of-Home (OOH) audience measurement. Established in 2019 and based in the UAE, Seventh Decimal has developed innovative mobility intelligence solutions that enhance OOH media exposure measurement. This acquisition, revealed on January 27, 2026, is expected to elevate Ipsos's capabilities in the Middle East and North Africa (MENA) region, especially in OOH measurement.
Seventh Decimal provides advanced analytics for both static and digital OOH formats, enabling brands, media agencies, and media owners to measure exposure levels, frequency, and offer predictive planning and post-campaign analytics. By integrating Seventh Decimal's technology, Ipsos aims to solidify its status as a market leader in OOH measurement, providing enhanced analytics and metrics that facilitate cross-media comparability.
Jean Laurent Poitou, CEO of Ipsos, emphasized that this acquisition strengthens Ipsos's leadership position in OOH audience measurement, paving the way for new opportunities both regionally and globally. Edouard Monin, Ipsos’s CEO in the MENA region, highlighted the partnership's importance in advancing the understanding of OOH effectiveness in different markets.
The co-founders of Seventh Decimal, Maud Moawad and Lewaa Hamadeh, expressed their commitment to enhancing the OOH landscape and indicated that their collaboration with Ipsos would amplify their technological and research capabilities.
Founded in 1975 and listed on the Euronext Paris, Ipsos operates in 90 countries and employs nearly 20,000 individuals. The company continues to deliver insightful analytics and solutions to its clients as part of its mission to help navigate an ever-evolving market landscape.
MWN-AI** Analysis
Ipsos's recent acquisition of Seventh Decimal marks a pivotal moment in the Middle East and North Africa (MENA) audience measurement landscape, particularly for Out-Of-Home (OOH) advertising. This strategic move not only solidifies Ipsos's position as a market leader in OOH measurement but also hints at a broader ambition to expand its technological capabilities and geographic reach.
Seventh Decimal's proprietary mobility intelligence technology enhances Ipsos’s existing measurement framework, providing advanced analytics that are essential for today’s dynamic advertising environment. The ability to offer predictive planning and detailed post-campaign analytics will be a game changer, enabling brands and media agencies to assess OOH exposure with unprecedented precision.
For investors and market analysts, this acquisition indicates an expanding focus on data-driven decision-making within the OOH sector, a traditionally underserved area in advertising analytics. As Ipsos integrates Seventh Decimal’s capabilities, the combined offerings will likely enhance customer value propositions, positioning the company favorably against competitors. This move also suggests potential revenue growth through new client acquisitions and service enhancements, making Ipsos a more attractive investment opportunity.
Moreover, the statement from Ipsos’s CEO emphasizes a commitment to continuous innovation. This operational philosophy is crucial for navigating the rapidly evolving media landscape and suggests that Ipsos may pursue additional acquisitions or partnerships to further bolster its capabilities.
As Ipsos embarks on this journey, stakeholders should watch for updates regarding its integration plans, operational scalability, and potential new market ventures. Overall, Ipsos’s poised expansion into the OOH audience measurement landscape in the MENA region could redefine market standards and provide profitable avenues for growth, making it a firm to keep on your investment radar.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
Ipsos strengthens its Audience Measurement expertise in Middle East & North Africa with the acquisition of Seventh Decimal
Paris, 27 January 2026 - Ipsos announces the acquisition of Seventh Decimal, a research technology company specialising in Out-Of-Home (OOH) audience measurement. Established in 2019 and headquartered in the UAE, Seventh Decimal is still in the initial phase of its development and will benefit from Ipsos to scale.
Leveraging proprietary, state-of-the-art mobility intelligence, the company delivers advanced OOH media exposure measurement for brands, media agencies, and media owners. Its platform provides predictive planning and post-campaign analytics, reporting on OOH exposure, frequency of exposure and granular results for both static and digital OOH.
By integrating Seventh Decimal’s technology, Ipsos will further establish itself as a market-leader for OOH and add advanced mobility analytics to its end-to-end suite of OOH measurement services. The combined offering will become the global reference for OOH measurement and enable advanced metrics such as cross media comparability.
Jean Laurent Poitou, CEO of Ipsos, declared: “This acquisition positions Ipsos as the market leader for Out-of-Home audience measurement in the region. It opens up new opportunities in other geographical areas and signals a clear, combined ambition to continue investing in cutting-edge capabilities”.
Edouard Monin, CEO of Ipsos in MENA, added: “Our partnership with Seventh Decimal represents a significant advancement in understanding and measuring the performance of Out-Of-Home in the Middle East and other regions. By modelling mobility data, Ipsos delivers new insights that enable the market to evaluate the effectiveness of various forms of outdoor advertising”.
Maud Moawad and Lewaa Hamadeh, co-founders of Seventh Decimal, stated: “Over the past five years, we have built an OOH audience measurement system in partnership with thought leaders from both media owners and media agencies. We remain committed to valuing and elevating the OOH industry in the region and beyond, and we look forward to further strengthening our offering by leveraging the technology and research synergies with Ipsos”.
ABOUT IPSOS
Ipsos is one of the largest market research and polling companies globally, operating
in 90 markets and employing nearly 20,000 people.
Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 business solutions are based on primary data from our surveys, social media monitoring, and qualitative or observational techniques.
“Game Changers” – our tagline – summarizes our ambition to help our 5,000 clients navigate with confidence our rapidly changing world.
Founded in France in 1975, Ipsos has been listed on the Euronext Paris since July 1, 1999. The company is part of the SBF 120, Mid-60 indices and is eligible for the Deferred Settlement Service (SRD).
ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP
www.ipsos.com
35 rue du Val de Marne
75 628 Paris, Cedex 13 France
Tel. +33 1 41 98 90 00
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FAQ**
How will the integration of Seventh Decimal's technology into Ipsos IPSOF enhance the accuracy and granularity of OOH audience measurement in the Middle East and North Africa?
What specific advancements in predictive planning and post-campaign analytics can clients expect from the combined offerings of Ipsos IPSOF and Seventh Decimal?
In what ways does Ipsos IPSOF plan to leverage mobility data from Seventh Decimal to evaluate the effectiveness of outdoor advertising across various geographical markets?
How does this acquisition position Ipsos IPSOF against competitors in the OOH measurement space, particularly in terms of technology and service offerings?
**MWN-AI FAQ is based on asking OpenAI questions about Ipsos (OTC: IPSOF).
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