DPAA Appointed Multiply Media Lead to Board
The addition of Jawad Hassan aims to boost global innovation and programmatic reach in media ecosystems.
Updated on Sept. 30, 2026 in Advertising
The DPAA has appointed Jawad Hassan to its Board of Directors to guide the trade group's global strategy for retail media. Hassan, who leads operations at Multiply Media Group, brings expertise from a portfolio of over 3,000 advertising units across the UAE, Saudi Arabia, and the UK.
Why it matters
As programmatic and digital out-of-home advertising grow, the move signals a strategic push by the DPAA to integrate EMEA regional perspectives and retail media expertise into its international standards. The appointment follows a year where the out-of-home sector saw significant global expansion.
Global out-of-home advertising revenue reached $54.2 billion in 2025, marking a 15 percent year-over-year increase. Digital formats now comprise 47 percent of that revenue, supported by a growing programmatic infrastructure that reached more than 5,000 screens in the UAE by July 2026.
The players
Jawad Hassan
An executive with 25 years of experience leading media transformations as Head of the Media and Communications Vertical at 2PointZero Group and Chairman of Multiply Media Group.
DPAA
A global trade association that establishes industry standards and promotes innovation for the digital out-of-home and retail media advertising sectors.
Multiply Media Group
An advertising and media operator managing over 3,000 units across the United Arab Emirates, Saudi Arabia, and the United Kingdom.
The details
Hassan brings 25 years of experience in scaling media and technology businesses to the DPAA. He currently oversees a diverse portfolio of 3,000 advertising units while serving as Head of the Media and Communications Vertical at 2PointZero Group. His board role will focus on fostering dialogue regarding connected media ecosystems and retail media innovations across international markets.
Timeline
Global out-of-home revenues reached $54.2 billion during 2025.
The UAE reached a count of 5,000 programmatic out-of-home screens by July 2026.
The DPAA announced the appointment of Jawad Hassan on September 30, 2026.
Market Landscape
This appointment follows the 15 percent growth rate in global out-of-home advertising revenue for 2025, signaling a rapid shift toward programmatic consolidation. The move mirrors a broader industry trend where trade bodies are prioritizing leaders with deep expertise in digital-first media ecosystems.
Operators should monitor upcoming DPAA technical standards and retail media frameworks that may result from this leadership expansion. The focus on programmatic screen availability in the UAE suggests a template for scalable digital out-of-home deployment in emerging markets.
The takeaway
The appointment of an executive with significant EMEA-based digital infrastructure experience highlights the shifting center of gravity in out-of-home media. Track the DPAA's future guidance on connected retail ecosystems to anticipate new operational standards for digital advertising inventory.
Further reading
For broader insights on industry standards and market shifts, visit the Advertising section.
