Asad Rehman, Director Media & Digital Transformation, MENA, Unilever
Media measurement, transparency and the UAE’s advertising and media industry have rarely seen eye-to-eye. Over the years, the industry’s relationship with transparency and media measurement has been characterised by procrastination, disagreement and failure. TV people-meter projects have come and gone, print audits have fallen out of favour, and the industry has struggled to build consensus around the effective measurement of digital (aside from performance advertising).
None of which has been helped by the country’s complexity. The UAE is no
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