Q. The IAB GCC commissioned a study to size the digital industry in the GCC. Why is this the IAB’s first initiative in the region?
A. Over the last two decades we have witnessed a huge growth in digital investments in the region, yet today’s estimates of digital ad spend in the GCC vary considerably and the methodologies behind existing estimates are not always transparent. These shortcomings limit the ability of market participants to make data-driven decisions, develop long-term strategies and plan investments. Accurate data is particularly important for digital advertisers, who operate in a fast-growing and fast-changing market.
Our industry struggled for a long time with lack of mea
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