“Transparency, collaboration, and innovation are clearly evident as key drivers of growth," says Ian Manning, Executive Director, IAB MENA.A new study by IAB MENA and Altman Solo, a global telecommunications, media, and technology consulting firm, reveals MENA’s digital ad channel and product investment priorities and suggests key steps for growth.
This joint study explores and compares the investment rationales and expectations of MENA-based digital ad buyers, advertisers, and suppliers. It found that 86 per cent of MENA advertisers surveyed believe the top challenge facing the industry is a lack of data transparency. A noteworthy 88 per cent of advertisers indicated a sub-standard in-house understanding of digital ad buys.
88 per cent of respondents to the Altman Solon 2025 State of Digital Advertising in MENA Study share
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