attribution Archives - Campaign Middle East https://campaignme.com/tag/attribution/ Tue, 07 Apr 2026 12:38:00 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png attribution Archives - Campaign Middle East https://campaignme.com/tag/attribution/ 32 32 Tapper report flags $966m mobile ad waste risk in the GCC region https://campaignme.com/tapper-report-flags-966m-mobile-ad-waste-risk-in-the-gcc-region/ Tue, 07 Apr 2026 12:25:09 +0000 https://campaignme.com/?p=119020 Mobile app fraud is becoming a material performance issue for advertisers in the GCC, according to new findings from Tapper. The company’s latest report estimates that $966m in mobile ad spend could be lost to invalid traffic in 2026, based on projected market growth and observed fraud rates. Across early audits, 11.5 per cent of […]

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]]> Rethinking the attribution model to stop channel cannibalisation https://campaignme.com/rethinking-the-attribution-model-to-stop-channel-cannibalisation/ Mon, 16 Feb 2026 05:00:29 +0000 https://campaignme.com/?p=116298 In GCC, most online platforms rely on coupon websites to increase sales while they spend large sums of money across other digital channels such as social, programmatic, etc. to maintain brand recall. This practice creates a perfect scenario for channel cannibalisation. Today users are not loyal to any certain brand or retailer. They only look […]

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]]> Campaign Ramadan Briefing: A cultural crucible for convictions, community and consumer connections https://campaignme.com/campaign-ramadan-briefing-a-cultural-crucible-for-convictions-community-and-consumer-connections/ Fri, 13 Feb 2026 15:25:42 +0000 https://campaignme.com/?p=116218 Campaign Middle East concluded its first Campaign Breakfast Briefing event of 2026 on Ramadan Advertising and the Year Ahead, which brought together close to 200 attendees, including client-side marketers, agency leaders, measurement experts as well as AdTech and MarTech players, at The Westin Dubai Mina Seyahi on Friday, 13 February 2026. Delegates listened with rapt attention […]

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]]> Heroiks picks Dubai as Middle East growth office https://campaignme.com/heroiks-picks-dubai-as-middle-east-growth-office-expands-global-footprint/ Tue, 10 Feb 2026 13:20:16 +0000 https://campaignme.com/?p=115965 Heroiks, a growth strategy and media activation consultancy, has opened a new office in Dubai, strengthening its international presence to support brands operating in an increasingly complex marketing environment. The office, which is already operational and located in Dubai Media City, is led by Hicham Auajjar, Founding Partner and CEO, Heroiks MENA, a recognised expert […]

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]]> How to make brand and performance work together in MENA https://campaignme.com/how-to-make-brand-and-performance-work-together-in-mena/ Mon, 12 Jan 2026 12:00:42 +0000 https://campaignme.com/?p=114358 The marketing industry has spent decades forcing a false choice: brand or performance. Build awareness or drive conversions. Invest in the long term or deliver results now. This framing has always been wrong. But nowhere is its failure more visible – or more costly – than in the MENA region, where brands are burning budgets […]

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]]> How can a CMO and CFO align to drive sustainable growth https://campaignme.com/how-can-a-cmo-and-cfo-align-to-drive-sustainable-growth/ Wed, 03 Dec 2025 04:00:05 +0000 https://campaignme.com/?p=112657 The disconnect between the Chief Marketing Officer (CMO) and the Chief Financial Officer (CFO) is a language issue. The two entities speak in different ways, so there’s lots of room for misunderstanding. To one party, it can seem that the CMO is only concerned with creativity and brand, while to the other side, it appears […]

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]]> Branch CEO David Karnstedt on why measurement and retention are mission-critical https://campaignme.com/branch-ceo-david-karnstedt-on-why-measurement-and-retention-are-mission-critical/ Tue, 06 May 2025 09:45:31 +0000 https://campaignme.com/?p=101726 We live in an era where time, attention, positive experiences and engagement have become the most valuable commodities in a saturated, competitive and ‘noisy’ market, even as marketers are increasingly being held accountable for measurement, return on investment (ROI) and return on advertising spend (ROAS) as they attempt to balance scalability and sustainability. The challenges […]

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]]> Overcoming ‘signal loss’ in a privacy-first world https://campaignme.com/overcoming-signal-loss-in-a-privacy-first-world/ Mon, 14 Oct 2024 05:30:07 +0000 https://campaignme.com/?p=90982 Marketing professionals live in ‘interesting times’. In the mobile space, Apple’s App Tracking Transparency (ATT) framework presents a significant challenge by limiting the visibility of user data for marketers, often leading to what is known as “signal loss” — a reduction in the data signals that once guided campaign optimisation. Experience-builders — marketers focused on […]

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]]> Reimagining programmatic advertising in luxury retail https://campaignme.com/reimagining-programmatic-advertising-in-luxury-retail/ Wed, 04 Sep 2024 09:51:11 +0000 https://campaignme.com/?p=89152 In luxury retail, brand integrity and consumer trust are paramount. This often translates to a very high need for control about where advertising appears with a strong focus on quality ad environments that deliver relevant reach. Ironically, this means that often more traditional advertising channels are being chosen in favour of data-driven ones, although the […]

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]]> Power Essays 2020: Designing for people in the era of cultural marketing, by Carat MENA’s Alex Jena https://campaignme.com/power-essays-2020-designing-for-people-in-the-era-of-cultural-marketing-by-carat-menas-alex-jena/ Thu, 01 Oct 2020 12:45:20 +0000 https://campaignme.com/?p=28006 Let’s cut down the obvious intro: The new normal was approaching, but the last six to eight months just got us there faster. Whether you’re working in a company that’s now thriving, surviving or adapting, we will soon be able to look back at 2020 and give thanks to our belief in experience design, obsession […]

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