"The ad tech sector in MENA will continue to grow as advertisers gain access to a wider range of digital inventory beyond traditional channels,"
"Campaigns today are more complex, spanning multiple formats and requiring measurement at scale, and that complexity is fuelling investment in ad tech. At the same time, local publishers are enhancing their tech stacks to better demonstrate ROI, building confidence among buyers, and ideally driving upsells and renewals."
Ad tech in the Middle East and North Africa reached USD 6.95bn last year, a 19.8% increase that outpaced growth in the US and Europe. Growth is fueled by a comparatively young, tech-hungry population and rising internet and smartphone availability. A regional survey found social media still dominates digital ad spend, while appetite increases for DOOH, CTV, and digital audio. Ad sellers and agencies see ad tech as the best tool to combat limited marketer education and ad fraud. Increasing campaign complexity and publisher investments in tech stacks are improving measurement, ROI demonstration, and buyer confidence.
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