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STC Solutions Announces Binding Offer to Acquire Giza Systems Co.

STC announced a binding offer to acquire 89.49% of Giza Systems Co. from Inergia Technologies for Information Systems. (Asharq Al-Awsat)
STC announced a binding offer to acquire 89.49% of Giza Systems Co. from Inergia Technologies for Information Systems. (Asharq Al-Awsat)
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STC Solutions Announces Binding Offer to Acquire Giza Systems Co.

STC announced a binding offer to acquire 89.49% of Giza Systems Co. from Inergia Technologies for Information Systems. (Asharq Al-Awsat)
STC announced a binding offer to acquire 89.49% of Giza Systems Co. from Inergia Technologies for Information Systems. (Asharq Al-Awsat)

Saudi Arabian Internet and Communications Services Co. (solutions by STC) announced a binding offer to acquire 89.49% of Giza Systems Co. from Inergia Technologies for Information Systems, in addition to 34% of Giza Arabia, a subsidiary of Giza Systems.

In a statement to Tadawul, solutions said the transaction will be based on an enterprise value of $158 million, to be paid in cash.

Solutions said the acquisition is part of STC’s expansion plans and solutions’ strategic plans to lead digital transformation in Saudi Arabia.

It represents a strategic step in line with solutions’ international expansion strategy and an opportunity to enhance the Kingdom’s position and its information and communication technology (ICT) sector.

Digital transformation in the Kingdom has been witnessing a strong qualitative leaps, in light of Vision 2030, which places digitalization as one of its key pillars.

Solutions plays a leading role in enabling digital transformation and contributing to the Kingdom’s digital future by providing innovative and integrated digital solutions, being STC’s technology arm.

It is a leading IT service provider in the Kingdom’s business sector. It started operations over two decades ago and provided digital solutions for the public and private sectors. It has a strong experience through partnerships with more than 150 global and local partners.

The statement said Giza Systems is an information technology leading systems integrator that provides many technical solutions.

It has a track record of more than 40 years and has developed to become a regional power, digital transformation enabler and a leader in systems integration in the Middle East and North Africa region.

Giza Systems has offices in Saudi Arabia, the United Arab Emirates, Qatar and the United States, which allows it to provide its services to an ever-increasing client base in over 25 countries.

CEO of solutions Omar al-Noamani said the acquisition reflects the company’s intention to enhance its position in global markets, such as the UAE, Egypt and Qatar, and to enter new markets and expand business lines to meet the evolving needs of its customers and investor expectations.

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Saudi Arabia's Digital Advertising Boom: Addressing Economic Leakage, Boosting Local Content

A digital advertising event recently held in Riyadh (Asharq Al-Awsat)
A digital advertising event recently held in Riyadh (Asharq Al-Awsat)
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Saudi Arabia's Digital Advertising Boom: Addressing Economic Leakage, Boosting Local Content

A digital advertising event recently held in Riyadh (Asharq Al-Awsat)
A digital advertising event recently held in Riyadh (Asharq Al-Awsat)

Saudi Arabia’s digital advertising sector is experiencing rapid growth, but a significant portion of its revenues is leaking to foreign platforms. To maximize the impact on the national economy, experts are calling for strategies to curb this outflow and redirect it to local channels.

The importance of retaining digital ad revenues lies in the substantial size of this market. It is estimated that approximately $1 billion in ad spent is lost annually to foreign platforms, representing a considerable loss to Saudi Arabia’s economy.

Dr. Ebada Al-Abbad, CEO of Marketing and Communications at Tadafuq, a Saudi digital advertising network, told Asharq Al-Awsat that the problem stems from the fact that although advertisers, products, and audiences are often local, the largest share of financial gains goes to foreign platforms. He estimated that 70-80% of the $1.5 billion spent on digital advertising in Saudi Arabia in 2022 went to global platforms such as Google and Facebook. This results in the national economy losing nearly $1 billion annually from this sector alone.

Al-Abbad noted that government agencies in Saudi Arabia also contribute to the outflow. He explained that public sector spending on digital advertising, intended to raise awareness among citizens and residents, frequently ends up on foreign platforms. Government spending makes up about 20-25% of the total digital ad market in the Kingdom, meaning hundreds of millions of riyals leave the country annually, weakening the local digital economy.

Al-Abbad argues that Saudi Arabia needs strong local digital ad networks to keep this revenue within the national economy. These networks would help create jobs, drive innovation, and promote cultural diversity in digital content. Developing local platforms would also enhance Saudi Arabia’s digital sovereignty by ensuring that data remains within the country and is not controlled by foreign entities.

Moreover, local networks would reduce dependence on international platforms, ensuring that the economic benefits of digital advertising remain in the Kingdom, he said, stressing that this would align with Saudi Arabia’s broader Vision 2030 goals, which emphasize building a robust, diversified economy driven by local industries and digital transformation.

Globally, the digital advertising sector is growing rapidly. In 2022, worldwide spending on digital ads reached $602 billion, and it is projected to hit $876 billion by 2026. In the Middle East and North Africa (MENA) region, the digital ad market grew to $5.9 billion in 2022, with Saudi Arabia’s market accounting for over $1.5 billion.

In other countries, the digital ad sector plays a crucial role in boosting national economies. For example, in the United States, the digital advertising industry contributed $460 billion to the GDP in 2021, about 2.1% of the total. In the UK, the sector accounted for 1.8% of GDP in 2022. This shows how important digital advertising can be in driving economic growth.

One of the key challenges facing Saudi Arabia’s digital ad sector is the dominance of global platforms like Google and Facebook, which control 60% of the global digital ad market, Al-Abbad told Asharq Al-Awsat. This dominance results in a significant outflow of revenue and allows these platforms to control digital data and content. He warned that this could undermine Saudi Arabia’s national sovereignty over its digital economy.

To counter this, he emphasized that Saudi Arabia needs to build competitive local networks that can retain a larger share of the market. This will not only keep more revenue in the country but also strengthen the Kingdom’s control over its digital data and content.