« Over the course of his career, Mr. Al Sahhaf has been a true ambassador of Saudi Arabia’s media and advertising sector whose keen focus is to bring the best possible change to an industry which can benefit from his deep experience. He sees a near-term future where advertisers will be able to buy TV commercials the same way they do in digital: programmatically, with biddable ad placement. It’s that kind of increase in transparency within media buying that will return fair value to broadcasters like MBC and allow advertisers to see the direct return for every ad dollar spent. It will also represent another successful transformation for Ahmed Al Sahhaf, cementing his industry leadership position within a re-energized media landscape. »