Khaled Alfangary, Senior Manager, Client Services, EMEA, StackAdapt makes the case for a unified adtech and martech stack to turn fragmented consumer journeys into orchestrated growth engines.
The digital advertising playbook is being rewritten. Consumers in the Middle East now move fluidly across connected TV (CTV), streaming platforms, digital out-of-home (DOOH), email and mobile.
Legacy marketing stacks can’t keep up, while budgets are under pressure to deliver both measurable performance and long-term brand equity.
From fragmentation to orchestration
Disconnected adtech and martech tools lie at the hea
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Tags:accountabilityadtechAI intelligencebrand equityBudgetsConnected TVcross-channel personalisationCTVdigital advertisingDigital out-of-homeDOOGDOOHeconomic pressuresemailemail marketingfirst-party data centresfragmentationincrementality testingintegrationlegacy marketing stackslong-termmartechmeasurablemedia dynamicsmedia mix modellingmobilemulti-touch attributionnon-linear funnelorchestrationowned activationspaid activationsPerformanceprogrammaticStackAdaptstreaming platformsVitaly Pecherskiywalled gardens
