2025 Growth Summit

Date

Apr 10 2025
Expired!

Time

GST
9:00 am - 7:00 pm

Location

In-person

Cost

Free for members
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Event Overview

We are thrilled to invite you to the inaugural 2025 IAB MENA Growth Summit, an exclusive in-person, members-only event designed to highlight the areas of growth potential for the MENA Digital industry and provide practical discussions on overcoming barriers and leveraging opportunities.

This summit offers a unique platform to gain valuable insights into industry trends, hear from thought leaders, and engage in meaningful networking with the region’s top professionals.

We look forward to welcoming you to an event full of inspiration, collaboration, and innovation!

Please note that the agenda below is subject to change.

Agenda

Hourly Schedule

Thursday 10 April 2025

09:00
Registration
Registration starts. Tea, coffee and pastries will be available until the opening of the event.
10:00
Welcome & Introduction
10:15
Adspend: Evolution of Adspend in MENA
Learn more about the recently completed MENA survey into the Evolution of Ad investment in MENA. This study considered the role that changing publisher and advertiser behaviour has had, and could have, on investment decisions and looks at the 'why' behind the numbers.
Speakers:
Daniel Weinbaum, Michel Malkoun
11:00
CTV: MENA's CTV Evolution
Global Keynote and local panel considering how CTV is evolving across different markets and what the key triggers are for consumer and advertiser habits. eg: Europe - leveraging incremental coverage v US - standalone channel. The panel will consider what the opportunities are for MENA, such as, commerce and new Measurement opportunities at Geo level.
Speakers:
Hamid Davari, Joey Feghaly, Kellie Hanley, Nisrine Ghazal, Ramy El Kassis
12:00
Adfraud: Understanding and Mitigating Adfraud in MENA
Adfraud is eating into MENA's growth through limited understanding, detection and removal of the risk. This panel aims to demystify the types of Adfraud, the scale of the MENA challenge and the role that Adtech can plan in mitigating it.
Speakers:
Daniel White, Debsena Chakraborty, George Achkouty, Ryan Luis, Shayan Rahimi
13:00
Lunch & Networking
14:00
Retail Media: The State of Retail Media in MENA
Global Keynote looking at the development of Retail media and the opportunity for MENA, followed by a local panel of experts who will consider how Retail Media will develop in MENA and the opportunities it affords.
Speakers:
Arun Chandra Mohan, Chirag Galundia, Dr. Daniel Knapp, Kareem Al Saady, Wassim El Jammal
15:00
AI: The Role of Technology Adoption as a Key Growth Driver for MENA
Join our guest speaker from Open AI as he shares perspectives on the role that AI plays in the MENA Growth story, the opportunity and reality for startups, governments and enterprise businesses.
Speakers:
Joanne Chehab, Rod Solaimani
16:00
DOOH Growth Opportunity: 5 Experts share 5 Perspectives
Join 5 DOOH experts as they share their perspectives on the one thing that will drive DOOH Growth in MENA. This session aims to have a quick-fire round of 5 minute presentations highlighting differing outcomes for DOOH in MENA - Will it be Smart Cities, Creativity, Digitisation, Programmatic or Measurement that gets your vote.
Speakers:
Akshat Jain, James Harrison, Mansour Wehbe, Philip Matta, Timothy Hufford, Yasmine Al Turk
17:00
End-of-day Networking
Join us after the sessions for an enjoyable gathering where you can savour canapés, drinks and juices and have the chance to connect on a private level with our Board of Directors, fellow members, and continue the discussions.
Daniel Weinbaum
Daniel Weinbaum
Associate Partner, Altman Solon
Michel Malkoun
Michel Malkoun
Chair of the Board of Directors, IAB MENA & CGO, Choueiri Group
Michel Malkoun is currently the Chair of the Board of Directors of IAB MENA and the Chief Growth Officer at Choueiri Group. Before that he was the Chief Operating Officer at DMS – the digital media arm of the Choueiri Group. No stranger to the media scene, Michel has amassed a notable career, encompassing some of the most prominent regional media groups. Prior to this, Michel spent a decade with the region’s top broadcasters (MBC Group).
Hamid Davari
Hamid Davari
Director of Ad Sales, OSN
Hamid is the Director of Ad Sales at OSN. He spent the second half of his 5-year tenure building the roadmap for the advertising business’ transition to an addressable CTV product. Prior to OSN, he was the Director of Ad Sales for BME, a JV between MOBY Group & 21st Century FOX which launched a portfolio of FTA channels across the Middle East and Africa. Hamid has over 20 years experience in TV, content, and engaging with Hollywood studios to bring their offerings to emerging markets.
Joey Feghaly
Joey Feghaly
AdTech & Digital Growth Manager, MBC | MMS
Kellie Hanley
Kellie Hanley
Supply Director; Middle East & Africa, Teads
Kellie leads the Publishing partnerships/ Supply business unit for Teads MEA. She is responsible for the onboarding and retention of publishers across web, in-app, and now preparing to grow CTV inventory across the region. Since 2018, she has led the growth and expansion of inventory for Teads, managing a team across 4 offices- Dubai, UAE; Casablanca, Morocco; Riyadh, Saudi Arabia and Cape Town, South Africa.
Nisrine Ghazal
Nisrine Ghazal
Chief Business Officer, Rotana Media Services
Nisrine is a multi-award-winning business leader with over 20 years of experience in sales, marketing, media, management, and content (production, acquisition & distribution) in MENA region and has worked in leadership positions for some of the region’s leading brands. She has turned around under-performing companies by evaluating their value proposition, their marketing and branding efforts and their go-to-market strategies and has worked on launching, relaunching, branding, rebranding and repositioning some of the regions most loved brands, delivering outstanding results in record timings.
Ramy El Kassis
Ramy El Kassis
Business Director, Choueiri | DMS
Daniel White
Daniel White
Regional VP MENA, DoubleVerify
Debsena Chakraborty
Debsena Chakraborty
VP Growth EMEA, mFilterIt
George Achkouty
George Achkouty
Regional Business Unit Director, Omnicom Media Group
Ryan Luis
Ryan Luis
Strategic Partnerships Commercial Director, inMobi
Shayan Rahimi
Shayan Rahimi
Managing Director MENA, Bidease
Arun Chandra Mohan
Arun Chandra Mohan
Chief Digital Officer, Majid Al Futtaim
Chirag Galundia
Chirag Galundia
Head of Commerce, Publicis Media
Dr. Daniel Knapp
Dr. Daniel Knapp
Chief Economist, IAB Europe
Daniel has more than 15 years of international experience in advertising research and forecasting. Before being appointed as Chief Economist of IAB Europe, he was Executive Director for Advertising Research at global information company, IHS Markit. Daniel’s research areas span all domains of digital advertising, with emphasis in video, programmatic, platform economics, the business application of AI/ML technologies, agency transformation, and buy- and sell-side optimization.
Kareem Al Saady
Kareem Al Saady
Director Retail Media and Retail Partnerships, Talabat
Wassim El Jammal
Wassim El Jammal
Head of Agency MENAT, Amazon Ads
Wassim, a distinguished professional with over 17 years in AdTech and MarTech, boasts a career shaped by 13 years at Publicis. During this time, he spearheaded CPG accounts and led the commerce practice in MENA.
Joanne Chehab
Joanne Chehab
Head of Business Partnerships MENA, Bytedance | TikTok
Joanne is representing Bytedance | TikTok on the IAB MENA Board of Directors and is currently leading the business partnerships team for Services in MENA, building and growing ByteDance and TikTok’s footprint with key brands/players. Her scope spans across various industries such as Telco & Media, Government, Travel & Tourism, Financial Services & Real Estate. Prior to TikTok, Joanne worked at McKinsey & Company and Google, where she led private equity engagements and transformation programs with multi-entity owners (SWFs, FOBs, conglomerates), and drove priority strategy and sales acceleration projects, respectively.
Rod Solaimani
Rod Solaimani
MENA Policy & Partnerships Lead, Open AI
Akshat Jain
Akshat Jain
Programmatic Sales Manager MENA, StackAdapt
James Harrison
James Harrison
COO, BackLite Media
James Harrison is an accomplished media professional with 25 years of experience in branding and launching some of the most iconic displays in the UK and UAE. His career has been marked by a focus on leveraging innovative strategies to enhance brand visibility and impact. With extensive knowledge in data and programmatic out-of-home advertising, James is a recognized speaker and panelist at industry conferences.
Mansour Wehbe
Mansour Wehbe
Client Director, Talon MENA
Philip Matta
Philip Matta
CEO, W Group | Hypermedia
Philip Matta brings over 26 years of advertising and Out-of-Home (OOH) media expertise, credited as an industry trailblazer. Pioneering point-of-purchase advertising two decades ago, he remains a driving force in Digital OOH and retail media innovation. A key figure in establishing the UAE’s largest digital signage network across 47 malls, over 268 hypermarkets and Dubai Metro’s 53 stations, he continues to shape the sector’s landscape.
Timothy Hufford
Timothy Hufford
Media Sales Director, Elan Media
Yasmine Al Turk
Yasmine Al Turk
Advanced DOOH & Digital Supply Lead, GroupM

Our Speakers

Speakers

  • Michel Malkoun
    Michel Malkoun Chair of the Board of Directors, IAB MENA & CGO, Choueiri Group
    Michel Malkoun
    Michel Malkoun
    Chair of the Board of Directors, IAB MENA & CGO, Choueiri Group

    Michel Malkoun is currently the Chair of the Board of Directors of IAB MENA and the Chief Growth Officer at Choueiri Group. Before that he was the Chief Operating Officer at DMS – the digital media arm of the Choueiri Group. No stranger to the media scene, Michel has amassed a notable career, encompassing some of the most prominent regional media groups. Prior to this, Michel spent a decade with the region’s top broadcasters (MBC Group).

  • Dr. Daniel Knapp
    Dr. Daniel Knapp Chief Economist, IAB Europe
    Dr. Daniel Knapp
    Dr. Daniel Knapp
    Chief Economist, IAB Europe

    Daniel has more than 15 years of international experience in advertising research and forecasting. Before being appointed as Chief Economist of IAB Europe, he was Executive Director for Advertising Research at global information company, IHS Markit. Daniel’s research areas span all domains of digital advertising, with emphasis in video, programmatic, platform economics, the business application of AI/ML technologies, agency transformation, and buy- and sell-side optimization.

  • Joanne Chehab
    Joanne Chehab Head of Business Partnerships MENA, Bytedance | TikTok
    Joanne Chehab
    Joanne Chehab
    Head of Business Partnerships MENA, Bytedance | TikTok

    Joanne is representing Bytedance | TikTok on the IAB MENA Board of Directors and is currently leading the business partnerships team for Services in MENA, building and growing ByteDance and TikTok’s footprint with key brands/players. Her scope spans across various industries such as Telco & Media, Government, Travel & Tourism, Financial Services & Real Estate.

    Prior to TikTok, Joanne worked at McKinsey & Company and Google, where she led private equity engagements and transformation programs with multi-entity owners (SWFs, FOBs, conglomerates), and drove priority strategy and sales acceleration projects, respectively.

  • Kellie Hanley
    Kellie Hanley Supply Director; Middle East & Africa, Teads
    Kellie Hanley
    Kellie Hanley
    Supply Director; Middle East & Africa, Teads

    Kellie leads the Publishing partnerships/ Supply business unit for Teads MEA. She is responsible for the onboarding and retention of publishers across web, in-app, and now preparing to grow CTV inventory across the region. Since 2018, she has led the growth and expansion of inventory for Teads, managing a team across 4 offices- Dubai, UAE; Casablanca, Morocco; Riyadh, Saudi Arabia and Cape Town, South Africa.

  • Hamid Davari
    Hamid Davari Director of Ad Sales, OSN
    Hamid Davari
    Hamid Davari
    Director of Ad Sales, OSN

    Hamid is the Director of Ad Sales at OSN. He spent the second half of his 5-year tenure building the roadmap for the advertising business’ transition to an addressable CTV product. Prior to OSN, he was the Director of Ad Sales for BME, a JV between MOBY Group & 21st Century FOX which launched a portfolio of FTA channels across the Middle East and Africa. Hamid has over 20 years experience in TV, content, and engaging with Hollywood studios to bring their offerings to emerging markets.

  • Akshat Jain
    Akshat Jain Programmatic Sales Manager MENA, StackAdapt
    Akshat Jain
    Akshat Jain
    Programmatic Sales Manager MENA, StackAdapt
  • Daniel Weinbaum
    Daniel Weinbaum Associate Partner, Altman Solon
    Daniel Weinbaum
    Daniel Weinbaum
    Associate Partner, Altman Solon
  • Philip Matta
    Philip Matta CEO, W Group | Hypermedia
    Philip Matta
    Philip Matta
    CEO, W Group | Hypermedia

    Philip Matta brings over 26 years of advertising and Out-of-Home (OOH) media expertise, credited as an industry trailblazer. Pioneering point-of-purchase advertising two decades ago, he remains a driving force in Digital OOH and retail media innovation. A key figure in establishing the UAE’s largest digital signage network across 47 malls, over 268 hypermarkets and Dubai Metro’s 53 stations, he continues to shape the sector’s landscape.

  • Joey Feghaly
    Joey Feghaly AdTech & Digital Growth Manager, MBC | MMS
    Joey Feghaly
    Joey Feghaly
    AdTech & Digital Growth Manager, MBC | MMS
  • Yasmine Al Turk
    Yasmine Al Turk Advanced DOOH & Digital Supply Lead, GroupM
    Yasmine Al Turk
    Yasmine Al Turk
    Advanced DOOH & Digital Supply Lead, GroupM
  • Shayan Rahimi
    Shayan Rahimi Managing Director MENA, Bidease
    Shayan Rahimi
    Shayan Rahimi
    Managing Director MENA, Bidease
  • Rod Solaimani
    Rod Solaimani MENA Policy & Partnerships Lead, Open AI
    Rod Solaimani
    Rod Solaimani
    MENA Policy & Partnerships Lead, Open AI
  • Debsena Chakraborty
    Debsena Chakraborty VP Growth EMEA, mFilterIt
    Debsena Chakraborty
    Debsena Chakraborty
    VP Growth EMEA, mFilterIt
  • Kareem Al Saady
    Kareem Al Saady Director Retail Media and Retail Partnerships, Talabat
    Kareem Al Saady
    Kareem Al Saady
    Director Retail Media and Retail Partnerships, Talabat
  • Daniel White
    Daniel White Regional VP MENA, DoubleVerify
    Daniel White
    Daniel White
    Regional VP MENA, DoubleVerify
  • Ryan Luis
    Ryan Luis Strategic Partnerships Commercial Director, inMobi
    Ryan Luis
    Ryan Luis
    Strategic Partnerships Commercial Director, inMobi
  • George Achkouty
    George Achkouty Regional Business Unit Director, Omnicom Media Group
    George Achkouty
    George Achkouty
    Regional Business Unit Director, Omnicom Media Group
  • Ramy El Kassis
    Ramy El Kassis Business Director, Choueiri | DMS
    Ramy El Kassis
    Ramy El Kassis
    Business Director, Choueiri | DMS
  • Wassim El Jammal
    Wassim El Jammal Head of Agency MENAT, Amazon Ads
    Wassim El Jammal
    Wassim El Jammal
    Head of Agency MENAT, Amazon Ads

    Wassim, a distinguished professional with over 17 years in AdTech and MarTech, boasts a career shaped by 13 years at Publicis. During this time, he spearheaded CPG accounts and led the commerce practice in MENA.

  • Chirag Galundia
    Chirag Galundia Head of Commerce, Publicis Media
    Chirag Galundia
    Chirag Galundia
    Head of Commerce, Publicis Media
  • James Harrison
    James Harrison COO, BackLite Media
    James Harrison
    James Harrison
    COO, BackLite Media

    James Harrison is an accomplished media professional with 25 years of experience in branding and launching some of the most iconic displays in the UK and UAE. His career has been marked by a focus on leveraging innovative strategies to enhance brand visibility and impact.

    With extensive knowledge in data and programmatic out-of-home advertising, James is a recognized speaker and panelist at industry conferences.

  • Arun Chandra Mohan
    Arun Chandra Mohan Chief Digital Officer, Majid Al Futtaim
    Arun Chandra Mohan
    Arun Chandra Mohan
    Chief Digital Officer, Majid Al Futtaim
  • Timothy Hufford
    Timothy Hufford Media Sales Director, Elan Media
    Timothy Hufford
    Timothy Hufford
    Media Sales Director, Elan Media
  • Mansour Wehbe
    Mansour Wehbe Client Director, Talon MENA
    Mansour Wehbe
    Mansour Wehbe
    Client Director, Talon MENA
  • Nisrine Ghazal
    Nisrine Ghazal Chief Business Officer, Rotana Media Services
    Nisrine Ghazal
    Nisrine Ghazal
    Chief Business Officer, Rotana Media Services

    Nisrine is a multi-award-winning business leader with over 20 years of experience in sales, marketing, media, management, and content (production, acquisition & distribution) in MENA region and has worked in leadership positions for some of the region’s leading brands.

    She has turned around under-performing companies by evaluating their value proposition, their marketing and branding efforts and their go-to-market strategies and has worked on launching, relaunching, branding, rebranding and repositioning some of the regions most loved brands, delivering outstanding results in record timings.

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