Partnership brings Outmax’s AI capabilities to African markets, adding a new distribution channel in a high-growth digital advertising market, while delivering performance, transparency and measurable results to agencies and brands across the continent
Perion Network Ltd., an advanced technology leader solving for the complexities of digital advertising through AI-native execution infrastructure, announced an exclusive partnership with McSorely Media, together with joint venture partner Mediamark, leading media companies operating across Africa, to deploy Outmax, Perion’s AI-native execution agent, into the region. The agreement expands Perion’s commercial footprint, creates a new recurring revenue channel, while bringing outcome-driven, transparent AI execution to African agencies.
Africa’s programmatic advertising market is at an inflection point. According to ResearchAndMarkets1, digital ad spend across the continent is forecast to reach $6.5 billion by 2029, growing at a CAGR of 15.3% through the end of the decade, nearly double the pace of the prior five years. Yet despite this trajectory, the infrastructure to convert that spend into measurable, optimized outcomes remains nascent. The convergence of accelerating digital investment and underleveraged execution capability represents a significant commercial opportunity for Perion to capture value, particularly through AI-driven execution solutions like Outmax.
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Outmax is an AI agent designed to increase advertiser efficiency and performance by applying algorithmic intelligence to optimize against brand-defined business outcomes rather than platform-standard KPIs.
Through McSorely Media and Mediamark’s combined agency footprint across the continent, the partnership delivers a unified solution, combining Outmax’s real-time AI optimization with Perion’s programmatic digital out-of-home capabilities, accelerating market penetration.
Early deployments in South Africa are already delivering results. A campaign for high end niche fashion brand Wepner, executed through Mediamark and powered by Outmax, achieved a 96% video completion rate on YouTube, exceeding benchmark by six points, alongside a 27% reduction in carbon intensity and a 7.65% engagement rate. The campaign drove an astounding 3.7m views onto the Wepner Instagram page. This demonstrated Outmax’s ability to drive measurable performance and efficiency gains for South African advertisers ahead of broader continental rollout, and underscores Outmax’s ability to drive both performance and sustainability outcomes, reinforcing its value proposition for large scale budget allocations.
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“This partnership gives us a scalable channel into one of the fastest-growing digital advertising markets in the world — and does so through partners with unmatched agency reach across the continent” said Tal Jacobson, CEO of Perion. “As African advertisers increasingly demand outcome-driven execution, Outmax is built to deliver exactly that.”
Terry Paterson, CEO, McSorely Media, said: “African brands and agencies now have access to Perion One, a platform-agnostic, AI-driven execution layer across programmatic and Digital-out-of-home. Through our joint venture with Mediamark, we’re bringing a more orchestrated and accountable approach to performance in the African market.”
Wayne Bischoff, CEO, Mediamark, added: “Perion’s Outmax introduces a differentiated capability not currently available in Africa. Being first to market through our partnership with McSorely Media gives us a clear competitive advantage – and we intend to move quickly.”
