Oman
Muscat has made its first bold move into advertising technology (AdTech) by launching an AI-driven ecosystem designed to set a new benchmark in the Gulf.
Omantel, Oman’s largest telecom operator, has partnered with Publicis Groupe Middle East to introduce the Sultanate’s first AI-powered AdTech platform. This ambitious initiative blends Omantel’s telecom infrastructure with Publicis Groupe’s global media expertise.
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The partnership positions Oman to catch up with neighboring Gulf markets such as Dubai, Riyadh, and Doha, which have already embraced AI-driven advertising strategies.
For Omantel, the initiative is part of a larger transformation. The company is shifting from being a traditional telecom operator to becoming a full-scale digital enabler with services in cloud, cybersecurity, and artificial intelligence.
Publicis Groupe, one of the world’s largest communications networks, views this as another opportunity to expand its role in the region’s digital growth. By embedding advanced data, media, and technology services, the group aims to support Oman’s future-focused agenda.
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At the heart of the new ecosystem lies a powerful suite of tools. Advertisers can access real-time audience segmentation, omnichannel targeting, and closed-loop campaign measurement. Publishers and agencies benefit from smarter inventory management and advanced performance analytics, ensuring campaigns are precise, scalable, and measurable.
“This isn’t just a new advertising solution; it’s a national leap forward,” stated Aladdin Bait Fadhil, Chief Commercial Officer at Omantel. He emphasized that the platform supports Oman Vision 2040, contributing to economic diversification and digital competitiveness. Rather than treating it as a simple product launch, Fadhil framed the move as laying the foundation for a “smarter, more connected digital economy.”
Publicis Groupe will integrate its expertise in media transformation, creative automation, and audience intelligence into the system. According to Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey, the collaboration sets “a benchmark for how telecoms and media can unlock value together.” He also noted that the impact could extend beyond Oman’s borders.
Built on Omantel’s high-speed infrastructure, the ecosystem is scalable at both national and regional levels. In addition, it addresses the global shift to a privacy-conscious, post-cookie world by enabling first-party data strategies—an essential step for advertisers aiming to future-proof their campaigns.
If successful, the Omantel–Publicis partnership could firmly place Muscat on the AdTech map, positioning the city alongside established Gulf hubs in digital innovation.
