Programmatic Media Growth in MENA: How Mobile & CTV Are Powering the Region’s Next Digital Wave
Exploring 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 North Africa (MENA) has undergone a seismic transformation. With the UAE at the forefront, the region has rapidly adopted data-driven programmatic advertising, riding the wave of mobile-first engagement and the explosive rise of Connected TV (CTV) content consumption. As global digital behavior shifts, MENA markets are no longer just catching up—they are setting the pace for hyper-targeted, cross-device media strategies.
According to industry estimates, the MENA programmatic advertising market has grown over 310% since 2019, with digital ad spend surpassing $5.9B in 2024, fueled by mobile penetration rates above 93% in the UAE and OTT/CTV engagement doubling YOY across Saudi Arabia, Egypt, and the Emirates.
Mobile app advertising continues to dominate, with over 70% of digital inventory across GCC markets transacted via in-app environments. Meanwhile, CTV ad spend in the region surged by over 220% from 2022 to 2024, driven by increased FAST (Free Ad-Supported Streaming TV) consumption, smart TV penetration, and the arrival of global and regional platforms like Shahid, STARZPLAY, and YouTube TV in Arabic-speaking households.
MarkApp: Powering Contextual Intelligence Across Web, App & CTV
As this landscape evolves, MarkApp has emerged as a curator media agency and contextual adtech platform delivering advanced performance across mobile, web, and CTV environments. Operating globally across North America, LATAM, APAC, and Europe, MarkApp has now officially expanded operations into the MENA region, with Dubai as a strategic hub.
Key highlights of MarkApp’s operations include:
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Proprietary CTV bidder with contextual targeting capabilities, fully integrated across supply from TCL, Xiaomi TV, VGI, Wedotv, Amagi, Rakuten TV and others.
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Mobile App Marketplace enriched by partnerships with top-tier SDKs and mobile-first publishers, delivering 90%+ viewability and average eCPMs of $9.50 across premium verticals.
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Programmatic pipeline connected to leading SSPs such as Verve, Digital Turbine, Loopme and demand activations with Microsoft, Adform, Sovrn.
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IAB Europe TCF Vendor, TAG certified, and official member of IAB Greece, ensuring GDPR & GPP compliance globally.
Proven Growth: MENA KPIs & Strategic Success
In the first quarter of 2025 alone, MarkApp recorded a 540% YoY increase in programmatic spend from MENA-based buyers, with in-app video formats and CTV inventory leading the performance charts. Specific KPIs include:
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+285% YoY CTV spend uplift from UAE and KSA advertisers
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+410% growth in in-app monetization across Arabic-language apps
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+190 new integrations with local publishers and app developers across GCC & Levant
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Campaigns with 11 regional brands and 8 major agencies, targeting diaspora and Arabic-speaking audiences in Europe and the US.
A Partner for Local Growth – Regionally and Globally
MarkApp’s strategy in MENA focuses on empowering local brands, publishers, and developers to scale beyond regional boundaries. Here’s how:
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For Brands & Agencies: Access contextual targeting and cross-device media buying solutions tailored for Arabic audiences, diaspora reach, and premium placements on AVOD, gaming, and lifestyle apps.
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For Developers & Publishers: Maximize monetization through direct deals, CTV extension, SDK mediation, and yield optimization powered by MarkApp’s proprietary technology and global demand.
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For MENA AdTech Stakeholders: Plug into a platform designed for transparency, programmatic efficiency, and flexible data onboarding, all localized for Arabic-first strategies and compliance.
The Path Forward: MarkApp x UAE
With a dedicated presence and team now in Dubai, MarkApp is actively exploring partnerships with regional SSPs, local AVOD platforms, app developers, and agency networks. We believe that the next wave of adtech innovation will be led by emerging markets like the UAE, and we are committed to being part of that journey.
“MENA is no longer a regional opportunity—it’s a global media powerhouse. Our technology, partners, and agility give us the edge to unlock its full programmatic potential.”
— Sotiris Oikonomou, Managing Director, MarkApp
Want to connect during our UAE visit this May?
MarkApp’s leadership team will be available in Dubai from May 24–29 for strategic meetings and partnership discussions. Reach out to adtech@markappmedia.site
