Smartly.io, a Facebook advertising optimization and automation tool, is now opening its first Middle East office in Dubai. The company, headquartered in Helsinki, is a Facebook marketing partner managing over $1 billion of Facebook advertising spend globally. Smartly.io has grown at an average of 5x year-over-year globally, and recently closed a $20 million secondary funding round with venture capital firm Highland Europe.

The Dubai office will be managed by head of MENA Tegan Kerr, along with MENA customers lead Valtteri Virtanen, and will service Smartly.io’s existing Middle East clients, including Careem, Awok.com and Namshi.

Globally, Smartly.io’s client roster includes more than 500 brands, SMBs and agencies, including eBay, SkyScanner, Zalora, and Deliveroo.

“The explosion of e-commerce and locally-built startups in the Middle East has driven ever-increasing investment in Facebook as a channel, which reaches over 42 million people in the GCC alone,” says Tegan Kerr in a statement. “Our clients are looking for a partner, not just a tool, that gives them the ultimate competitive edge. They’re looking for significant performance improvements, and automation across what can often be large-scale and complex campaigns.”