advertising

By introducing a creative-side attention metric into the planning process, IAT helps advertisers make more informed decisions about where and how their campaigns should run.

The biggest breakdown is that personalisation is still treated as a tactic rather than an operating system. Many brands understand the value of personalising the ad experience, but execution still happens across fragmented workflows, says Christiana Marouchos, VP of Marketing at StackAdapt.

The ChatGPT integration is part of a broader wave of innovations in GenStudio for Performance Marketing — all designed to give marketers continuous control over performance, not just campaign launches.

The alliance brings together Mirror Digital's cultural authority and creator-led storytelling expertise with SHE Media's premium inventory and first-party audience data capabilities.

Brands that delegate design and decision-making entirely to algorithms inevitably fall into homogenisation, where content starts to look and feel the same. The consequence is not just creative fatigue, but a measurable decline in long-term results, says John Speers, Joint Managing Director Middle East at MSQ.

Ads that induce emotion are nearly twice as effective at driving sales. Ahead of Cannes, new Zappi data reveals what truly makes creative perform.

More ads don’t mean better results. In 2025, the edge lies in emotionally intelligent, optimised creative that drives both installs and retention. What does the recent Appsflyer report reveal?

Unlike traditional media, retail media places ads right at the moment of purchase, making them feel less like interruptions and more like relevant recommendations.

2023 calls for a period when firms sharpen their attention on marketing and advertising trends to make an impression as consumers grow more cautious about which brands they spend their time on. Dubai-based, Nested VFX, a post-production and visual effects studio, shares its projections in the marketing and advertising sector for the upcoming year:  Back […]

As the marketing and advertising industry become more challenging, marketing technology vendors are looking to leverage the industry trends to create better opportunities and gain a competitive edge. A global bank had its heads scratching trying to understand customer intent and engage with them in a more personalised way. The bank wanted to build high-value […]