MarkApp Discusses Prerequisites for CTV Growth in MENA Region
· 5d ago · Originally reported by ExchangeWire
MarkApp has highlighted the need for better measurement and tracking capabilities before connected TV (CTV) advertising can scale effectively in the Middle East and North Africa (MENA). The company argues that without reliable metrics, it is difficult to manage or optimize CTV campaigns in the region.
Why it matters
Accurate measurement is crucial for advertisers to allocate budgets and assess campaign performance, especially in emerging CTV markets like MENA. Without it, growth and investment in CTV advertising may be limited.
Explain it like I’m new here
It's like trying to fill a swimming pool without knowing how much water is already inside—you need good tools to measure before you can manage.
Read the original at ExchangeWire
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
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