As a proud member of IAB MENA, Digital Tree is dedicated to keeping pace with the ever-evolving digital advertising landscape. The latest IAB MENA report sheds light on the key trends and predictions that are set to shape the industry in 2025. From advancements in AI to the rise of mobile-first strategies and connected TV, the report offers valuable insights into the dynamic shifts taking place across the region.

At FastForward, we’ve taken the time to summarize the most important highlights, making it easier for you to stay informed. You can also download the full report to dive deeper into what’s ahead for the MENA digital advertising market.

In 2024, the industry saw remarkable advancements across various domains, including AI, programmatic advertising, and the evolution of Connected TV (CTV) and Digital Out-of-Home (DOOH). At the same time, the postponement of Chrome's third-party cookie deprecation and the enforcement of Saudi Arabia’s PDPL legislation brought regulatory and operational challenges.

To help the industry prepare for the year ahead, IAB MENA compiled insights from industry leaders into a comprehensive 2025 Predictions Report. FastForward has summarized the key highlights of the report to share with our audience.

Download the full IAB MENA 2025 Predictions Report here.

Global advertising spend is projected to surpass $1 trillion in 2024, with consistent growth forecasted for the years ahead. According to WARC’s global outlook, retail, personal care, automotive, and financial services are set to lead ad spend growth in 2025, driven by product innovation and consumer demand.

In MENA, the shift toward decisioned media and authenticated impressions on the open internet is reshaping the landscape. Programmatic advertising in DOOH, CTV adoption, and the rise of digital audio with localized content are driving new levels of transparency and performance.

"The move away from Big Tech’s walled gardens is especially pronounced in regions like MENA," notes Terry Kane, Managing Director at The Trade Desk.

Artificial Intelligence (AI) continues to transform programmatic advertising across the supply chain. From Advanced Supply Path Optimization (SPO) technologies to real-time content analysis, AI is setting new benchmarks for efficiency and effectiveness in media buying.

"Machine learning will take the heavy lifting out of campaign optimization," says Amélie Grenier Bolay, Country Manager at PubMatic. AI-powered tools will also streamline workflows, making media planning and execution more accessible and precise.

Mobile shopping remains dominant, with over 60% of global online transactions expected to take place via mobile devices by 2025. This underscores the importance of creating fast-loading, visually engaging, mobile-optimized ads, particularly during peak shopping seasons.

"Mobile-first advertising is the foundation for engaging today’s consumer," highlights Luis Olivares, MD MEA & International Hubs at Exte.

E-commerce in MENA has surged, driving the adoption of omnichannel strategies. However, retailers face challenges in adapting to technological advancements, with only 30% of Saudi consumers perceiving the retail sector as digitally advanced, according to a study by Kearney and Snap.

"Rising salaries and increased workforce participation, especially among women, are boosting purchasing power in MENA," notes Hala Zgheib, Head of Luxury at Snap.

The MENA digital advertising landscape is evolving rapidly, and 2025 is set to bring even more changes. From AI advancements reshaping programmatic advertising to the growing dominance of mobile-first strategies, these trends highlight the incredible potential for growth and innovation in the region.

To explore the full range of insights and actionable strategies, download the complete IAB MENA 2025 Predictions Report here.

Stay tuned for more updates as we continue to share industry insights that shape the future of advertising