It’s no secret that as an industry we have major headwinds coming our way. The IMF is projecting a major cut in government spending, GDP growth projections for Gulf countries are being drastically slashed due to low oil prices, and businesses are looking to cut costs as consumer confidence and spending decreases. This is no different in the advertising market, which is expected to drop on average 8-10 per cent year-on-year for the next two years.
At the same time there has been a parallel phenomenon that has been happening for many years, and that is the convergence of technology with marketing. That convergence so far in the Middle East and North Africa has been limited to automation of a v
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