Image: Supplied
In the latest episode of the Points of Growth series, the Yango Ads podcast delves into the current state of AdTech in 2025. Malika Kennedy, Chief Business Development Officer for MEA, discusses how brands can navigate the evolving landscape that juxtaposes traditional and digital media.
What is the current significance of ad tech in marketing?
Ad tech is integral to every phase of advertising, encompassing the acquisition, distribution, and assessment of advertisements. Demand-side platforms (DSPs) allow marketers to bid for and purchase ad placements from various publishers in real time. On the contrary, publishers utilize supply-side platforms (SSPs) to manage their ad inventory during this automated bidding process. Data management platforms (DMPs) play a crucial role by consolidating audience data from websites, applications, and customer databases for accurate targeting. Specifically in mobile, measurement partners (MMPs) connect app installs and behaviors back to specific campaigns, revealing which ads generate tangible business results. At Yango Ads, we enhance these foundational elements with AI-driven tools and machine-learning techniques. For instance, AI assists in quickly refining creative ideas, while machine learning enhances campaign optimization in alignment with business objectives. The potential and breadth of ad tech are both expansive and exhilarating.
In what ways does ad tech transform traditional advertising methods?
Ad tech facilitates the evolution of conventional advertising formats by making them smarter, more targeted, and quantifiable. A significant trend is the emergence of retail media, which involves placing ads directly within the buying journey, such as on e-commerce sites or grocery shopping applications. This approach adeptly merges traditional retail with the precision of digital advertising. The global retail media market was valued at $16.2 billion in 2023 and is anticipated to grow at a compound annual growth rate (CAGR) of 8.4% through 2030. This growth is fueled by its effectiveness: shoppers encounter relevant offers in real-time, brands engage consumers at their purchasing moments, and retailers benefit from an additional revenue source. This illustrates how traditional marketing touchpoints are being redefined through ad tech advancements.
What indicators suggest a trend in ad tech is sustainable?
In my view, the key factors are twofold: does it address a core issue? And is it embraced by both new startups and established platforms? If the answer is yes, it’s a trend to watch. Concepts like agent learning, probabilistic metrics, and rapid experimentation are becoming commonplace in marketing. If these advancements simplify processes and yield improved results, they are likely to have lasting impact.
How do traditional and digital advertising support each other in the current market?
The optimal strategies today are those that intertwine both methodologies. While traditional media such as television, radio, and outdoor advertising maintain extensive reach, they gain enhanced effectiveness when integrated with digital approaches. For instance, a television advertisement can generate initial interest, and digital marketing can then continue the engagement by delivering personalized messages, tracking conversions, or retargeting individuals based on their earlier exposure. Innovations like connected TVs, dynamic billboards, and QR-coded packaging have made traditional channels more interactive and measurable. At Yango Ads, we frequently observe significant success when brand awareness campaigns interlink with performance strategies. It’s no longer a choice between one or the other; rather, it’s about harmonious integration.
How are you assisting local retailers in leveraging retail media?
Our journey has been quite enlightening. We’re collaborating with retailers, some of whom have operated in the UAE for over 50 years, to help them realize the potential of their data and explore new digital revenue avenues. This transition can be challenging, as many are accustomed to traditional business practices. We are guiding them through the necessary mindset shift to engage with the digital ecosystem effectively. However, when successfully implemented, the rewards are significant—they start to appreciate the real value of their first-party data and its unlocking capabilities. These transformations are precisely what we examine in Points of Growth, demonstrating how AdTech evolves not just theoretically, but within tangible business scenarios.