As one of the region’s fastest-growing channels, Programmatic advertising promises precision targeting, measurable ROI and real‑time optimisation. But how much faith should marketers really place in the numbers they see – from impressions and CTRs to viewability scores and brand safety reports?
Some industry experts say today’s tools, from premium programmatic guaranteed deals to third‑party verification, deliver accuracy and transparency. Others warn of inflated impressions, hidden fees, walled gardens, and modelled – not measured – data.
We asked experts across the region to share their take on whether programmatic numbers can truly be trusted. Here’s what they had to say:
Rohan Sawant
Head of Programmatic at Platformance
Yes
We need to move beyond the tired ‘black box’ excuse. Today’s ecosystem offers tools to validate both performance – impressions, reach and click-through rate (CTR) – and quality – viewability, invalid traffic (IVT) and brand safety – with precision. Programmatic guaranteed gives direct access to premium inventory. Curation platforms are transforming how we activate data rich, high-attention private marketplace (PMP) deals. Infrastructure is no longer the issue. The challenge lies in settling for convenience over clarity. Trust is not a feature; it’s a decision. It starts with asking harder questions and demanding better answers.
Bachir Zeidan
Head of Digital Media Services, BPN MENA
Maybe
The numbers we show clients on programmatic can be trusted but only if we’ve taken the right steps. That means working with verified partners, using transparent supply paths and applying strong brand safety filters. However, not all inventory is created equal. Some platforms still allow for inflated impressions, hidden fees or misleading placements.
So, while the data is often accurate, it’s on us to dig deeper, ask the right questions and push for accountability. Trust doesn’t come from the platform alone – it comes from how we manage, audit and explain the data to our clients with honesty and clarity.
Khaled AlShehhi
Executive Director of Marketing and Communication, UAE Government Media Office
No
Despite advances, most programmatic numbers shown to clients still can’t be fully trusted. The supply chain remains cluttered with intermediaries (demand-side platforms, supply-side platforms and exchanges), each adding complexity and cost. Metrics are often modelled, not measured. Walled gardens limit visibility. Even third-party verification tools have blind spots, especially when it comes to actual media quality, placement context and human attention. Without access to log-level data and independent audits, clients are left with a polished version of reality, not the full picture. Until the ecosystem delivers true end-to-end transparency, trust remains conditional. And that’s the issue: in programmatic, you don’t just buy impressions; you inherit uncertainty.
Sruti Sreekumar
Strategy Manager, Boopin
Yes
The numbers can be trusted, but the way we use and present them today isn’t enough. One of the biggest issues is that programmatic reporting is still treated like standard social reports. We focus on surface level metrics – impressions, clicks, views without unpacking their true contribution to business outcomes.
Clients are more interested in how programmatic contributes to the bigger picture: What role did it play in the conversion journey? What uplift did it drive in brand awareness or consideration? Was the inventory high-quality, viewable and brand-safe?
The data already exists – viewability, attention scores, brand lift studies and attribution paths – but we are just not surfacing it enough. So yes, the data can be trusted. But it’s on us to move from reporting metrics to revealing value.
Hicham Dergham
Regional Sales Director, DXTA Technology
Yes
They can be trusted, when transparency is built into the technology. In my work across the region, I’ve seen that trust in programmatic is built through a combination of real-time analytics, third-party verification and precise audience measurement. When campaigns are backed by AI-powered dashboards and integrated DSPs, clients can track performance metrics from impressions to viewability, with
full transparency.
It’s not just about showing numbers, but ensuring those numbers are accurate, consistent and explainable, with no discrepancies.
Especially in fast-growing digital markets, it’s this level of accountability and insight that transforms data into trusted, actionable intelligence.
Azzam Khan
Media Manager, 5th Element
Yes
Programmatic numbers can be trusted – when we commit to full transparency. With clear data, open reporting, and honest fee structures, clients know exactly where their money goes and what impact it delivers. There’s no
room for guesswork or hidden layers. When done right, programmatic is not just measurable, it’s fully accountable and truly powerful. Trust isn’t a nice-to-have; it’s the foundation of great partnerships.
Nay Akl
Director – Integrated Planning Media, UM Kuwait
Yes
While programmatic metrics presented to clients are generally reliable within certain parameters, their accuracy fundamentally depends on establishing robust measurement frameworks. The programmatic environment is inherently complex, introducing risks including transparency gaps, ad fraud, and inconsistent inventory quality.
True success in programmatic campaigns isn’t measured by data collection alone, but by identifying, prioritising and leveraging the most relevant data that aligns with business objectives and making informed decisions based on these insights.
Relying on surface-level metrics with single tracking methods leaves campaigns vulnerable to inefficient spending and suboptimal performance. Strategic data management, incorporating layered tracking and thorough analysis remains essential for programmatic success.
Mohammad Basma
Head of Programmatic and AdOps, Assembly Global
YES
In a space as complex and fast-evolving as programmatic, it’s our job to bring clarity and confidence.
Clients may not always be familiar with the platforms behind programmatic. But its sustained growth and
the rise of formats like connected TV and digital-out-of-home reinforce its longevity. For optimum transparency, the below are critical:
• Attribution accuracy via Campaign Manager 360
• Brand safety using tools like DoubleVerify
• Transparent reporting from trusted global DSPs
Our expertise is built around creating ad environments where numbers mean more, learnings come fast, and clients see the evidence they need to make informed decisions.
