In programmatic advertising, performance conversations tend to begin with CPMs, fill rates, win rates, and revenue. Yet one of the most important decisions happens before any auction takes place: which bid requests should be sent in the first place? That is the role of QPS...
Programmatic is done chasing volume. The next value pool belongs to curated, high-quality supply — and to the platforms that can prove what they are selling. For most of its history, programmatic advertising optimised for one thing: more. More impressions, more reach, more supply paths,...
Connected TV is now the fastest-growing channel in digital advertising. Its biggest constraint is no longer supply or demand — it is trust. Connected TV has won the audience. More than two-thirds of television viewing now happens on streaming devices, and CTV is outpacing every...
Google retired its cookie replacement in late 2025. The lesson for the industry is not that identity survived — it is that context never depended on it. In October 2025, after six years and enormous industry investment, Google formally wound down Privacy Sandbox and abandoned...
The demand side is entering its agentic era. The DSPs that thrive will set outcomes, not bids — and that shift changes what performance media can be. For fifteen years the demand-side platform has been, at its core, a very fast calculator. Buyers set rules,...
MarkApp is proud to announce that Pantheon, our real-time contextual decision engine for app and connected-TV inventory, has been shortlisted for Best New Product, as a platform reshaping programmatic CTV, at the 2026 European Video Awards, being recognised by VideoWeek Organised by VideoWeek, the EVAs...
Recent conversations with agency partners across markets point to a clear shift in priorities. The focus is moving beyond surface-level optimization into a deeper evaluation of how media investments actually perform across the full ecosystem. What Agencies Are Prioritizing Now Transparency in pricing and fees...
MarkApp will participate in POSSIBLE Miami 2026, one of the most influential gatherings of marketing and advertising leaders in North America. The event, taking place April 27–29 in Miami Beach, brings together global brands, agencies, technology providers, and media companies to explore the future of...
MarkApp has been officially recognized in the FT1000: Europe’s Fastest-Growing Companies 2026, the annual ranking published by the Financial Times in collaboration with Statista. The list identifies the 1,000 companies across Europe that have achieved the highest revenue growth between 2021 and 2024, highlighting organizations...
Strengthening Global Infrastructure with Regional Commitment MarkApp officially announces its membership in IAB MENA, reinforcing our commitment to building structured, transparent, and technology-driven growth across the Middle East and North Africa region. This milestone follows our established presence within the global IAB ecosystem, including active...
This November, ATS Dubai 2026 by ExchangeWire arrives in the region for the first time, marking a significant milestone for the evolving digital advertising ecosystem across the UAE and GCC. As Premium Sponsors alongside The Trade Desk, MarkApp is proud to support the launch of...
Artificial intelligence has moved decisively from experimentation into daily operations. In 2026, AI is no longer confined to brainstorming, copy drafts, or one-off analysis. It is embedded across media planning, reporting, optimization, billing, compliance, and decision support. Yet despite widespread adoption, most organizations face the...