Kamal El Agha, head of adtech, Havas Middle East
What were the biggest shifts you saw in digital in 2021?
Cryptocurrencies, NFTs and the metaverse each got pushed forward – from inception to incorporation into activations – progressively faster in the cultural narrative.
Digital transformation was further prioritised, resulting in large pushes toward e-commerce and increasing expectations of fast outcomes.
What will the most notable changes be in 2022?
Loss of third-party cookies, more focus on privacy and an increase in performance-focused digital buys will challenge the cost efficiencies of digital media. Thi
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