British Ad-Tech Firm VeraViews to Set Up Global HQ in Dubai’s Media City

British digital advertising company VeraViews has announced plans to establish its global headquarters in Dubai, thanks to the UAE’s NextGen FDI initiative. The decision highlights the country’s growing role as a major player in the digital advertising industry, attracting cutting-edge companies with a streamlined market-entry process.

VeraViews, which specialises in combating ad fraud using distributed ledger technology, is currently beta-testing its video ad-serving platform. By leveraging its proprietary Proof of View technology, the company aims to eliminate ad scams and harmful content within the media supply chain.

The UAE’s Ministry of Economy welcomed VeraViews under its NextGen FDI programme, which seeks to enhance the nation’s competitiveness by offering fast-track incorporation, bulk visa issuance, and access to banking and real estate services for innovative companies.

Dr. Thani Al Zeyoudi, the UAE’s Minister of State for Foreign Trade, hailed the arrival of VeraViews, stating, “VeraViews’ platform has the potential to revolutionise the media sector here in the UAE – and, ultimately, across the world.” He emphasised the importance of creating a transparent and trustworthy advertising industry that delivers real value to businesses.

CEO Mark Firth echoed the sentiment, saying, “The UAE’s dynamic media sector, with its blend of platforms, publishers, and agencies, is the perfect place for VeraViews to scale. We believe our technology can add significant value by helping to eliminate fraud and prevent the spread of harmful content.”

The global digital advertising market, currently valued at over $550 billion, continues to grow rapidly, with the Middle East emerging as one of its fastest-expanding regions. The UAE, the second-largest advertising market in the Middle East, saw $1.8 billion spent in 2023, and that figure is expected to rise as the digital landscape evolves.

With its new headquarters in Dubai’s Media City, VeraViews is poised to contribute to the UAE’s ambition of becoming the world’s safest and most secure digital advertising ecosystem.