2024: DIGITAL ADSPEND – Programmatic
Digital Advertising in MENA: Programmatic 2024
Posted on: Tuesday 18 January 2026 | IAB MENA
As part of our efforts to add additional depth to the Annual Adspend survey, this module considers programmatically activated investment in MENA.
Programmatic includes several models such as automated guaranteed, unreserved fixed rate, private marketplace (PMP), and open auction (RTB). In this view, RTB is one subset of programmatic advertising, representing the auction-based method of transacting individual impressions in real time. Programmatic advertising is developing at pace with increased adoption, increased options for advertisers and of course the more recent development on AI.
This report is available to members only and takes a buy-side perspective. It seeks to quantify how much gross expenditure, or advertiser budget, is directed at programmatic channels. This includes spend captured by buying platforms, agencies, technology and data intermediaries, and not just money arriving at the sell-side. Its aim is to size the overall programmatic ecosystem that encompasses all steps across the value chain. It is thus not a subset of the Annual Advertising investment estimates.
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IAB MENA
