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.
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.
Conversion API and first-party data are becoming the foundation of smarter ad strategies, with AI optimisation enabling media buyers to improve targeting, efficiency, and ROI.
Around 25% of marketers cite difficulty in measuring ROI, and 21% struggle to scale their partner programs effectively. This has sparked a growing investment in technology platforms that streamline operations, providing fraud protection, unified reporting, and simplified partner payouts.
Retail Media is evolving into Commerce Media, unlocking omnichannel, data-powered advertising that transcends traditional retail boundaries. From in-store displays to AI-driven off-site ads, the future of consumer engagement is everywhere—and it’s just getting started.
In 2025, Google faces mounting legal pressure, major AI search updates, and internal shifts. Here's a breakdown of the latest developments—and what marketers need to know to stay ahead.
From common pitfalls to real-time insights and the art of visualising performance, Charles F Manning, Chief Executive Officer & President at Kochava, deep dives into the brains and data behind successful ad strategies.
Automation in paid media offers efficiency and scalability, but over-reliance on AI-driven ad platforms can lead to hidden costs, lack of transparency, and reduced strategic control. Are marketers sacrificing long-term strategy for short-term convenience?
The future of Retail Media Networks (RMNs) lies in clean-room-powered data collaboration, while innovations in shoppable media, interactive ads, and omnichannel attribution will redefine engagement and measurement in CPG advertising.
