Established in 2019, Seventh Decimal conducts OOH media exposure measurement for brands, media agencies and media owners, with its platform offering predictive planning and post-campaign analytics.

By integrating the company’s technology, Ipsos will strengthen its audience measurement in the Middle East and North Africa. The acquisition will add advanced mobility analytics to Ipsos’ existing OOH measurement services.

The financial terms of the deal have not been disclosed.

It is not clear whether Seventh Decimal will remain as a standalone brand or whether the business will be merged under the Ipsos name.

Edouard Monin, chief executive of Ipsos in Mena (Middle East and North Africa), said: “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, said: “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.”