The Middle Eastern advertising industry is undergoing a phenomenal change. According to a mid-year report by Group M, search is expected to account for 33% of total digital ad spend during 2021. From giant billboards from the times of “Mad Men” to curated advertising, the change has been favourable to all, the advertisers, the publishers, vendors and consumers. As usual, trends have shifted, consumer behaviours have changed, new business models have cut through the market, hence advertising has had to adapt. Covid-19 has further propelled the shift. For example, earlier for linear TV (traditional) advertising, most TV channels offered incentives to advertisers to buy ad slots. However, the lan
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