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,...
The 2026 World Cup is the largest single advertising window in history , a 39-day surge across three host nations, sixteen host cities, and a global audience watching on more screens than any tournament before it. Analysts project the event will add roughly $10.5 billion...
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...
As the digital advertising ecosystem across the Middle East and North Africa accelerates toward automation and AI-driven intelligence, MarkApp continues to deepen its footprint in the region. This month, the company’s leadership team visited Doha (October 21–24) and Dubai (October 24–29) to meet with current...
At MarkApp, we continue to strengthen our ecosystem of innovative adtech partnerships that drive value for advertisers, publishers, and developers worldwide. Our latest collaboration with Cas.ai, a next-generation adtech provider, and their owned PSV Game Studio marks a new chapter in advancing programmatic excellence across...
Programmatic Media Growth in MENA: How Mobile & CTV Are Powering the Region’s Next Digital WaveExploring the transformation of advertising in the UAE and how MarkApp is driving performance at scale Over the past five years, the digital media landscape across the Middle East and...
The linear marketing funnel is no longer the guiding model for consumer behavior—at least not according to Google. At the 2025 NewFronts in New York City, Kristen O’Hara, Google’s VP of Agency, Platform and Client Solutions, unveiled a new paradigm: one where streaming, scrolling, searching,...
MarkApp, a leading independent adtech company with a global footprint in mobile app, connected TV (CTV), and web monetization, today announced a strategic partnership with Sovrn, the industry’s premier provider of commerce intelligence, audience targeting, and publisher monetization solutions. This collaboration marks a significant milestone...
In a post-cookie, privacy-first era, contextual relevance has become the new currency in programmatic advertising. At MarkApp, we are proud to introduce Pantheon, our proprietary contextual bidder technology designed specifically for Connected TV (CTV) and Mobile App environments. With over 7 billion monthly bid requests,...
In recent years, mobile app programmatic advertising has emerged as a dominant force in the digital marketing landscape, reshaping how advertisers connect with users and how publishers monetize their apps. The hype surrounding gaming apps, in particular, has underscored this shift, as they become central...