PERION Network Ltd has struck an exclusive partnership with McSorely Media and joint venture partner Mediamark to roll out its artificial intelligence-powered advertising platform across Africa, as global firms race to tap into the continent’s rapidly expanding digital economy.
The agreement will see Perion deploy Outmax — its AI-native advertising execution agent — through McSorely Media and Mediamark’s agency network across the continent, giving African advertisers access to automated, data-driven campaign optimisation tools designed to improve performance and accountability.
The deal also strengthens Perion’s presence in Africa and opens a new recurring revenue stream for the company at a time when digital advertising spend on the continent is forecast to surge.
“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 at McSorely Media, said the partnership would give African brands and agencies access to Perion One, an AI-driven execution platform operating across programmatic advertising and digital out-of-home channels.
“Through our joint venture with Mediamark, we are bringing a more orchestrated and accountable approach to performance in the African market,” Paterson said.
Wayne Bischoff, CEO at Mediamark, said Outmax introduced capabilities not currently available on the continent.
“Being first to market through our partnership with McSorely Media gives us a clear competitive advantage — and we intend to move quickly,” Bischoff said.
Africa’s programmatic advertising market is expanding rapidly. According to ResearchAndMarkets, digital advertising spend across the continent is expected to reach US$6,5 billion by 2029, with annual growth projected at 15,3%.
Despite the growth, much of the continent’s advertising infrastructure remains underdeveloped, creating an opening for AI-driven platforms promising measurable returns and real-time optimisation.
Outmax uses algorithmic intelligence to optimise campaigns against business outcomes defined by brands rather than standard platform metrics.
The partnership will combine Outmax’s AI optimisation capabilities with Perion’s programmatic digital out-of-home technology to accelerate expansion across African markets.
Initial deployments in South Africa have already produced strong results. A campaign for fashion brand Wepner achieved a 96% YouTube video completion rate — six percentage points above benchmark levels — while reducing carbon intensity by 27% and delivering a 7,65% engagement rate.
The campaign also generated 3,7 million views on Wepner’s Instagram page, highlighting Outmax’s ability to improve campaign performance while supporting sustainability targets ahead of a wider African rollout.
