Blis Shines Bright at MMA SMARTIES MENA 2025: A Testament to Innovation in AdTech
UAE, 02 June 2025 — In an era where digital innovation intersects with consumer engagement, Blis, a pioneering privacy-centric, location-powered programmatic omnichannel advertising platform, has emerged as a leader in the advertising technology sector. The company, a subsidiary of JGroup, has been awarded the prestigious title of ‘AdTech Platform of the Year’ at the MMA SMARTIES MENA 2025 awards, a significant accolade in the Middle East and North Africa’s marketing landscape.
Blis’s impressive haul included two Gold awards — one in ‘Data & Insights’ and another in ‘Real-Time Marketing’ — along with a Bronze in the ‘Programmatic’ category. These recognitions underscore Blis’s commitment to revolutionizing the advertising sector through advanced location intelligence and a steadfast focus on privacy-centric solutions. As the digital advertising landscape evolves, the company’s innovative approach has highlighted the essential role of data-driven advertising solutions, which are increasingly crucial for generating measurable business outcomes.
Karim Hassan, the Commercial Director at Blis, expressed his gratitude for the recognition, stating, “We are honoured to be recognised with the MMA SMARTIES MENA awards for our continued innovation and leadership in the AdTech space. These awards reflect the power of our Location Intelligence technology and the unwavering dedication of our team toward empowering brands with the tools they need to make smarter, data-driven decisions that drive incremental business.”
Hassan further acknowledged the pivotal role of strategic partnerships in achieving Blis’s milestones, particularly emphasizing the collaboration with Starbucks and UM. “We are especially grateful to our visionary partners at Starbucks and the outstanding team at UM. Their innovation, agility, and focus on measurable impact played a vital role in this achievement,” he remarked. This partnership epitomizes the potential of innovative, data-driven strategies to yield significant business success.
Adding to the accolades, Imaad Joma, Founder of JGroup, noted, “This recognition for Blis at the MMA SMARTIES MENA 2025 is a reflection of JGroup’s ongoing commitment to pioneering innovation and leadership in the digital advertising space.” Joma commended Blis for leveraging cutting-edge technologies while adhering to a privacy-first approach, which has not only reshaped brand-audience interaction but also showcased the exceptional talent within the Blis team.
The award-winning campaign resulted from a strategic collaboration among Blis, Starbucks, and UM, designed to engage both existing Starbucks customers and individuals loyal to competing brands. By harnessing first-party data from Starbucks, Blis adeptly targeted new customers, thereby enhancing footfall and ultimately driving business growth.
Rahat Reza, the Head of Integrated Marketing at Starbucks (Al Shaya), emphasized the overarching mission of Starbucks: to be more than just a coffee destination. “Our goal has always been to be a meaningful part of our customers’ daily lives. Through our partnership with Blis and UM, we transformed location intelligence into real-time, relevant engagement,” he stated. Reza further elaborated that Blis’s recognition at the MMA MENA Smarties serves as validation of the effectiveness of thoughtful, data-driven innovation in enhancing customer experiences and delivering quantifiable business impacts.
The MMA SMARTIES MENA awards celebrate significant contributions that reflect the dynamic evolution of modern marketing — from integrating artificial intelligence and fostering real-time customer interaction to embracing storytelling and promoting purpose-driven initiatives. As brands increasingly seek to navigate the complexities of today’s marketplace, the accolades awarded to Blis not only affirm its leadership in data-driven marketing but also underscore its role in advancing location intelligence as a critical component in successful advertising strategies.
As the demand for smarter, data-oriented advertising continues to rise, Blis remains poised at the forefront, committed to delivering unparalleled precision and transformative impact in the realm of programmatic advertising.
In conclusion, the recent triumphs of Blis at the MMA SMARTIES MENA 2025 awards serve as a powerful reminder of the vital interplay between innovation and consumer engagement in today's advertising landscape. With a clear focus on data-driven strategies and a commitment to protecting user privacy, Blis is set to redefine the benchmarks of success in the AdTech industry for years to come.
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