digital advertising

Smartly’s integration with Amazon DSP unifies social and CTV campaigns, pairing intelligent creative with full-funnel activations and reporting across Amazon's premium streaming inventory.

The combination enables Criteo to support commerce-focused advertising across a wide range of categories and environments, including emerging discovery surfaces like conversational AI.

AI-generated marketing is everywhere, and consumers are increasingly calling it out. But this isn’t a rejection of AI itself; rather, it’s what standards marketers are willing to sacrifice in the name of speed and scale.

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.