IAB MENA extended our adspend study to quantify not only domestic digital ad spend (advertising delivered to audiences within MENA) but also export spend for 2024, excluding Sponsorships.

Using multiple sources, including Agency records, Advertiser budgets and modelling, we were able to create a first estimate for the 2024 year.  Export spend is “buy-side” data, i.e. the amount of advertiser money spend, and should not be added or compared with the IAB MENA Ad Spend Study, which measures ad spend arriving at the sell-side (publishers, SSPs, platforms). Therefore figures should not be added together.

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