The current regional tensions are being felt across sectors and the impact is immediate and real. But if there’s one thing I’ve learnt from nearly two decades in the UAE, it’s that this industry and its people have an extraordinary ability to come together and move forward in the face of adversity.
In my opinion, the Middle East isn’t just growing; it’s transforming at a pace few other regions can match, but the current climate, shaped heavily by the ongoing conflict, is forcing everyone to get smarter and faster.
There is a growing and uncomfortable gap between the conversation happening on stages at events like AWE and the reality inside most agency holding companies, mid-size independents, and brand marketing teams. The gap between AI as a narrative and AI as a genuinely redesigned way of working, between the press release and the P&L.
Venatus Unveils “In the Zone” Insights: Gaming Environments Drive 5x Higher Attention Metrics
Ad tech does not suffer from a lack of innovation. The real challenge is translating complex technology into clear commercial narratives that resonate with agencies, advertisers, and internal sales teams. In many cases, technology capability has evolved faster than the marketing frameworks used to explain it. Ad tech doesn’t have a technology problem; it has a marketing problem.
Over the past several months, working deeply in CTV, one uncomfortable truth has become increasingly clear: the industry treats Connected TV as premium by default. Often not proven, nor inspected. Just assumed. And that assumption is quietly shaping budgets, pricing, and expectations… often in ways that don’t reflect reality.
Lyza is Global Senior Client Partner at TXT Media, where she builds strategic partnerships and helps brands and agencies unlock growth through innovative media solutions.
The digital broadcasting landscape is undergoing a profound transformation, moving beyond traditional linear models to embrace a complex, multi-platform ecosystem.
Dubai Media Leading Ladies is an influential group of women in the Dubai digital media scene. We’re meeting some of the members and the first is Charlotte Cijffers of ITP Media Group.
In a major move to address diversity and talent acquisition challenges in the global advertising technology sector, JobsInAdtech.com has announced a new strategic partnership with The Women In Programmatic Network (TWIPN)
The Adtech Chat Community has
For years, audio was treated as a supporting channel in the media mix. That perception no longer reflects reality. Across streaming, podcasts and live radio, the data is aligning. The latest audio market results tell a clear story: growth, engagement and brand impact are moving in the same direction.