The Interactive Advertising Bureau (IAB) GCC is urging greater participation in an industry-wide study to comprehensively measure the size of the region’s digital advertising market.
Launched in October last year, the IAB’s market sizing initiative is designed to deliver an estimate of the GCC’s digital advertising market. However, involvement by industry stakeholders has so far been lower than anticipated, leading to concerns that the study will lack the necessary robustness.
“Ultimately, the output of this study, just like any study, is only as good as the input,” said Racha Makarem, Chief Executive of Starcom MENA, at the IAB’s General Assembly in Dubai. “What is funda
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
