MarTech

From AI-powered personalisation to agentic marketing, discover why MEA and SEA are shaping the future of customer engagement in martech.

Tightening privacy laws, the rise of AI, and the shift of customer data into operational systems are redefining how brands build trust and deliver seamless experiences across marketing, service, and operations.

Charles F Manning, Chief Executive Officer & President, Kochava, reveals how the convergence of mobile, CTV, and DOOH is redefining measurement, media optimisation, and customer engagement for global brands.

Riyad Khalil, Director - Middle East and North Africa, Adjust, talks about how predictive analytics, incrementality, and MMM form the new tech stack for marketers navigating rising acquisition costs and privacy-first regulations.

Richard Shotton, best-selling author and Founder of Astroten, reveals how simple behavioural insights can dramatically improve marketing performance.

Sanjay Raturi, Sales Lead for EMEA at AppsFlyer, shares why brands must shift their focus from user acquisition to meaningful retention, and how to use measurement, segmentation, and AI to drive long-term app engagement.

Rishi Gupta, Regional Director: Middle East & Africa, Nothing, explains how Nothing broke category norms with bold design, innovation, and visually iconic storytelling that puts the product front and centre.

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.

In an industry obsessed with growth hacks and shiny stacks, marketers are now losing nearly a month each year just troubleshooting tools. Creativity is being sidelined. Morale is dropping. Strategy is on hold.

From smarter identity resolution and ecommerce assistants to generative content and new disciplines like GEO, martech leaders are rethinking what personalisation, attribution, and discovery really mean in 2025.