Ipsos Acquires Seventh Decimal to Enhance Its Outdoor Advertising Measurement Offerings
Ipsos Group announces the acquisition of Seventh Decimal, a technology company specializing in outdoor advertising audience measurement. This acquisition will enable Ipsos to strengthen its position in the Out-Of-Home market in the Middle East and North Africa.
Strategic Acquisition Announced
Ipsos announced on January 27, 2026, the acquisition of Seventh Decimal, a technology company founded in 2019 and based in the United Arab Emirates. Seventh Decimal specializes in the audience measurement of outdoor advertising, commonly known as Out-Of-Home. According to the press release, the company is still in the initial phase of its development and will benefit from Ipsos's support for its expansion. Seventh Decimal utilizes proprietary expertise in mobility to provide measurement services related to exposure to outdoor advertising. Its platform delivers predictive and post-campaign analytics covering several indicators: reach (number of people reached), exposure frequency, and detailed outcomes. These analyses apply to both static and digital displays. By integrating Seventh Decimal's technology, Ipsos aims to reinforce its leadership position in outdoor advertising measurement and enhance its advanced mobility analytics offerings. The combined capabilities will set a benchmark in outdoor advertising and enable advanced indicators such as comparisons between different media.
Leadership and Market Expansion
According to Jean Laurent Poitou, General Manager of Ipsos, this acquisition 'positions Ipsos as a market leader in outdoor advertising audience measurement in the region. It opens new opportunities in other geographic areas and demonstrates a clear and common ambition to continue investing in cutting-edge capabilities.' Edouard Monin, General Manager of the MENA region for Ipsos, adds that 'the partnership with Seventh Decimal represents a significant advancement in understanding and measuring the performance of outdoor advertising in the Middle East and other regions. By modeling mobility data, Ipsos produces new insights, which allow the market to appreciate the performance of different forms of outdoor advertising.' For Maud Moawad and Lewaa Hamadeh, Co-Founders of Seventh Decimal, 'over the past five years, we have built an outdoor advertising audience measurement system in partnership with opinion leaders, particularly media owners and media agencies. We remain committed to enhancing and advancing the Out-Of-Home industry in the region and more broadly, and we look forward to strengthening our offerings by leveraging technological and research synergies with Ipsos.'
About Ipsos
Ipsos is one of the global leaders in market research and opinion polls, present in 90 markets with nearly 20,000 employees. The group offers 75 solutions based on primary data from surveys, social media monitoring, and qualitative or observational techniques. Founded in France in 1975, Ipsos has been listed on Euronext Paris since July 1, 1999. The company is included in the SBF 120 and Mid-60 indices and is eligible for the deferred settlement service (SRD).
