By Sofia Serrano
The GCC chapter of the Interactive Advertising Bureau (IAB) released for the first time a study that revealed the investment for the digital adspend in the region. The study revealed that the total digital adspend in MENA in 2020 was $3.64 bn. Other findings included how the growth of social and video in MENA has led the region to be ahead of other more ‘mature’ markets even though the MENA region is still considered an emerging digital ad market. The IAB GCC study is one of the first to try to size programmatic spending.
The full report, which you can find on IAB GCC’s website, includes details of the adspend including social channels that accounted for as much as 47
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