Perion Network Ltd. has announced a new partnership with McSorely Media and Mediamark to launch its Outmax AI‑native execution agent across the African digital advertising market. The deal positions Perion to offer its AI‑driven campaign‑optimization platform to a new set of media owners and advertisers on the continent, where digital ad spend is projected to reach $6.5 billion by 2029 and grow at a 15.3% CAGR.
The partnership leverages McSorely Media’s and Mediamark’s extensive agency reach to accelerate adoption of Outmax, an AI engine that optimizes campaigns in real time by adapting to business goals and performance signals rather than relying on platform‑standard KPIs. Early deployments in South Africa have delivered a 96% YouTube video completion rate, a 27% reduction in carbon intensity, and a 7.65% engagement rate, underscoring the technology’s effectiveness in a market that remains under‑optimized for programmatic advertising.
Tal Jacobson, Perion’s CEO, said the 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.” Terry Paterson, CEO of McSorely Media, added that African brands and agencies will gain access to Perion One, an AI‑driven execution layer, while Wayne Bischoff, CEO of Mediamark, highlighted that Outmax offers a differentiated capability not currently available in Africa.
By entering Africa, Perion taps into a region where programmatic ad spend is still developing, providing a new recurring revenue stream that complements its existing growth in CTV, digital out‑of‑home, and retail media. The move also strengthens Perion’s global AI strategy, allowing the company to monetize its platform across a broader set of markets and to demonstrate the scalability of its technology in diverse regulatory and market environments.
The partnership is expected to accelerate Perion’s expansion into high‑growth markets and to reinforce its position as a leading AI‑execution platform, positioning the company to capture a larger share of the projected $6.5 billion African digital ad spend by 2029.
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