Anghami, the leading music streaming platform in MENA, partnered with Tealium to monetize its vast first-party data pool by deploying a Customer Data Platform (CDP) for programmatic advertising. By cleaning, segmenting, and unifying 98 million user profiles with 55+ attributes each, Anghami moved its data to a demand-side platform (DSP), achieving a 25% match rate via mobile ID. This enabled advertisers to target audiences more accurately while creating a new revenue stream for Anghami. The deployment helped advertisers bypass costly "walled gardens," offering premium audience insights and driving increased platform revenue.

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