FreeWheel Appointed Hamid Davari Commercial Director
The Comcast subsidiary tapped the industry veteran to lead its strategic advertising technology expansion in MENA.
Updated on Oct. 6, 2026 in Advertising
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FreeWheel has appointed Hamid Davari as its new Commercial Director for the MENA region. This move aims to support regional media companies in upgrading their technology stacks amid rising demand for connected TV advertising.
Why it matters
The expansion helps local publishers integrate advanced tools for managing, targeting, and reporting on video advertising. It also connects regional agencies to international media inventory.
Hamid Davari brings over 20 years of experience in television and streaming to the firm. FreeWheel currently supports approximately 80 percent of major broadcasters and platforms across North America and Europe.
The players
Hamid Davari
He is a media executive with over 20 years of experience who previously led advertising at OSN.
FreeWheel
This technology company is a subsidiary of Comcast that provides infrastructure for video advertising.
The details
FreeWheel provides technology for both buy-side and sell-side video advertising, allowing regional publishers to modernize their infrastructure. Davari joins the company after previously serving as Senior Director and Head of Advertising at OSN, and he has contributed to the IAB MENA CTV Taskforce.
Timeline
The appointment of Hamid Davari was officially announced on October 6, 2026.
Market Landscape
The expansion reflects a broader push to harmonize advertising technology standards between Middle Eastern markets and established Western ecosystems. This move positions FreeWheel to capture regional market share as publishers transition away from legacy systems toward modern connected TV capabilities.
Regional media companies and advertisers can expect improved access to international media inventory and more sophisticated targeting tools. For viewers, these upgrades may eventually lead to more relevant and localized advertisements within their streaming content.
The takeaway
The move highlights the critical role of modern ad-tech stacks in scaling regional streaming platforms. Businesses operating in the MENA media space should evaluate their current technical infrastructure to remain competitive as automated advertising demand grows.
Further reading
Learn more about the latest developments in the sector on our Advertising page.
Source note: This article includes information reported by Campaign Middle East.
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