AppsFlyer’s Roberto Andrès Louback on Why Trust, Incrementality, and AI Agents Define Modern Marketing

As digital attention fragments and performance pressure intensifies, marketers are repositioning television — not as a legacy branding channel, but as a measurable growth engine built for accountability.

Streaming growth across the Gulf is accelerating the rise of Connected TV advertising, as Smart TVs, FAST channels, and data-driven targeting reshape how brands reach engaged audiences in MENA.

Ramadan marketing is shifting from campaigns to participation. Leaders from Yango Play, Ooredoo Qatar and Al Jazeera reveal why authenticity now depends on how products adapt to Ramadan’s lived rhythms, not on seasonal storytelling.

In Martech’s new playbook, intelligence - not just speed - is the real advantage. Intelligent data architecture is becoming the backbone of digital transformation, enabling enterprises to scale personalisation, compliance, and AI-driven engagement with speed and precision.

Martechvibe conducted its first-ever Inner Circle, a gathering of business leaders mapping the future of marketing movements in the Middle East. Here’s what we learned.

Modern CMOs must blend data mastery, AI adoption, financial fluency and creative leadership to drive measurable business value and lead high-performing teams.

Modern point-of-care marketing demands relevance, precision, and trust. Here are the five upgrades every healthcare marketer must adopt to engage HCPs effectively at the exact moment care decisions are made.

Without a structured learning agenda, marketing budgets become allocation exercises instead of tools for insight, improvement and better decisions.

Sam Allen, CEO, Iterable, explains what’s holding marketers back. It isn’t talent or ambition; it’s the day-to-day friction of their legacy tech stack. Marketers need technology that removes busywork and simplifies complex tasks into a single workflow. It should reflect how they actually work, says Sam.

The invisible spend problem in performance advertising drains budgets as repeated clicks from returning users and scam ads inflate costs. Brands need user-level visibility and frequency controls to protect budgets, reach new audiences, and ensure true campaign efficiency.