Ipsos Acquires Seventh Decimal to Strengthen Presence in the Middle East and North Africa
Ipsos announces the acquisition of Seventh Decimal, a technology company specializing in outdoor advertising audience measurement. Founded in 2019 and based in the United Arab Emirates, this acquisition allows the French group to enhance its advanced mobility analytics services in the MENA region.
Strategic Expansion Through Acquisition
Ipsos announced on January 27, 2026, the acquisition of Seventh Decimal, a technology research company founded in 2019 and based in the United Arab Emirates. Seventh Decimal specializes in the measurement of outdoor advertising audiences, also known as Out-Of-Home. According to the statement, the company is in the initial phase of its development and will benefit from Ipsos' support to expand geographically. Seventh Decimal capitalizes on proprietary expertise in mobility and provides measurement services related to exposure to outdoor advertising for brands, media agencies, and media owners. Its platform delivers predictive and post-campaign analytics, including reach (number of people reached), exposure frequency, and detailed results for both static and digital displays. By integrating Seventh Decimal's technology, Ipsos strengthens its leadership position in outdoor advertising measurement and complements its advanced mobility analytics service offering. The combined offering will set a benchmark for outdoor advertising and enable advanced indicators such as comparisons between different media.
Leadership Comments on the Acquisition
Jean Laurent Poitou, CEO of Ipsos, stated that this acquisition positions Ipsos as a market leader in outdoor advertising audience measurement in the region and opens up new opportunities in other geographic areas. Edouard Monin, CEO of the MENA region for Ipsos, mentioned that partnering 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 indicates that it produces information that allows the market to appreciate the performance of different forms of outdoor advertising. Maud Moawad and Lewaa Hamadeh, Co-Founders of Seventh Decimal, noted that their company has built an outdoor advertising audience measurement system in partnership with opinion leaders, including media owners and media agencies, over the past five years.
About Ipsos
Ipsos is one of the world's leading market research and opinion polling firms, present in 90 markets with nearly 20,000 employees. Founded in France in 1975, the group has been listed on Euronext Paris since July 1, 1999, and is part of the SBF 120 and Mid-60 indices.
