Platformance
MENA performance advertising company and subsidiary of Fast Ventures, offering creator, contextual and retail media products across the UAE, Saudi Arabia and Egypt.
Industry: Performance marketing and advertising technology | Location: Dubai, United Arab Emirates
About Platformance
Platformance is a digital advertising and growth marketing company serving brands and agencies in the Middle East and North Africa. It describes itself as an outcomes-based platform and works across programmatic media, retail media, affiliate marketing and creator-led content. It is a subsidiary of Fast, the Dubai holding company also known as Fast Ventures.
Waseem Afzal founded Platformance and is its chief executive. He previously spent 16 years at Omnicom Media Group and three years at TikTok, where he ran advertising monetisation in the Middle East, and the idea for the company took shape during that time. The company has not published a founding date; an article it published in July 2025 said the business had started 22 months earlier. In that period it had onboarded more than 200 advertisers across Saudi Arabia, the United Arab Emirates and the wider region.
Its offices are in Dubai Internet City, Riyadh and Sheikh Zayed City in Cairo. The Cairo office opened in 2025 and is led by Hamza Madi, general manager for emerging markets and solutions. Hassan Shoker, formerly of TikTok, PHD and Mindshare, is group chief commercial officer.
Platformance sells three named products: PerformR, a creator network; SuperView, contextual targeting on YouTube; and Radius, a retail media network launched on 13 October 2025 for the UAE and Saudi Arabia with MCN, the media group behind UM, Initiative and Magna, as launch partner. In May 2026 it appointed Camel Ads as its official reseller in Egypt. It won Gold in the Integrated category at the 2025 Young Dubai Lynx for a campaign called Collabs That Never Happened.
Fast has described the group as bootstrapped. On 17 September 2026 Platformance launched Ads Inside Intelligence, a product that shows brands how often they are mentioned in ChatGPT answers and lets them place sponsored content alongside those conversations. It is live in 13 MENA markets, including the UAE and Saudi Arabia, and the company says it can be extended to other large language models.
Leadership
- Waseem Afzal, Founder and Chief Executive Officer
- Hassan Shoker, Group Chief Commercial Officer
- Hamza Madi, General Manager, Emerging Markets and Solutions