MarkApp Discusses Measurement Challenges for CTV Growth in MENA
· 3h ago · Originally reported by ExchangeWire
MarkApp's Sotiris Oikonomou highlights that connected TV (CTV) in the MENA region faces hurdles due to limited measurement capabilities. While video ad budgets have shifted to social platforms, CTV's growth is held back by the lack of reliable audience and performance metrics.
Why it matters
Accurate measurement is essential for advertisers to allocate budgets confidently; without it, CTV in MENA will struggle to attract investment and scale up.
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 can't manage what you can't measure.
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.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
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