Image: Supplied
In the latest edition of the Points of Growth series, the Yango Ads podcast delves into the evolving tools, trends, and significant shifts within the AdTech industry. Malika Kennedy, the Chief Business Development Officer for the MEA region, discusses the landscape of AdTech in 2025 and the implications for brands balancing the dynamics of traditional and digital media.
What is the current role of AdTech in marketing?
AdTech is integral to every phase of the advertising lifecycle, encompassing the purchase, delivery, and assessment of advertisements. Advertisers utilize demand-side platforms (DSPs) to bid and acquire advertising space across various publishers in real time, while publishers depend on supply-side platforms (SSPs) to present their inventory during these automated auctions. Behind the scenes, data-management platforms (DMPs) compile audience insights from websites, applications, and customer records to facilitate precise targeting. For mobile advertising, measurement partners (MMPs) track installs and in-app activity linked to specific campaigns, allowing marketers to identify which advertisements resulted in actual business outcomes. Yango Ads incorporates these essential technologies, enhanced by AI-driven tools and machine learning algorithms. For instance, we leverage AI to rapidly develop creative concepts and utilize machine learning to optimize campaigns instantaneously in alignment with business objectives. The potential of AdTech is both broad and exciting.
In what ways is AdTech transforming traditional advertising formats?
AdTech is enhancing traditional advertising formats, making them more intelligent, focused, and quantifiable. A significant trend is the emergence of retail media—advertisements located directly within a consumer’s purchasing journey, whether on e-commerce platforms or grocery applications. This seamlessly fuses traditional brick-and-mortar retail with digital precision. The global market for retail media platforms was valued at $16.2 billion in 2023 and is expected to grow at a compound annual growth rate (CAGR) of 8.4 percent until 2030. This growth is fueled by the effectiveness of the approach: consumers encounter relevant promotions in real time, brands engage customers at the purchase decision stage, and retailers gain access to new revenue avenues. This is a prime example of how traditional touchpoints are being transformed through AdTech.
What indicators do you consider when assessing the sustainability of AdTech trends?
My focus is on whether the trends address fundamental challenges and are being embraced both by startups and established platforms. If the answer is affirmative, it should be monitored. Aspects like agent learning, probabilistic measurement, and swift iteration are becoming industry norms. If these innovations simplify processes and yield better results, they likely possess long-term viability.
How do traditional and digital advertising strategies enhance each other in the current market?
The most successful strategies today effectively merge both realms. Traditional media channels, including television, radio, and outdoor advertising, still boast significant reach, but their impact multiplies when combined with digital approaches. For example, a television advertisement may ignite initial interest, while digital channels maintain the journey by delivering tailored messages, tracking conversions, or even retargeting viewers based on prior engagement. Connected TVs, dynamic billboards, and QR code-enabled packaging make traditional advertising more interactive and measurable. At Yango Ads, we frequently observe the best outcomes when brand awareness initiatives work in tandem with performance strategies. The focus has shifted from choosing one over the other to promoting a cohesive integration.
What support are you providing regional retailers to harness the potential of retail media?
This journey has been intriguing. We are collaborating with retailers, some of which have a presence in the UAE for over 50 years, to help them realize the value of their data and develop new digital revenue opportunities. This transition is challenging as many are accustomed to traditional business models. We are assisting them in adopting a mindset conducive to thriving in the digital landscape. When this transformation is successful, the rewards are substantial; they recognize the true worth of their first-party data and the possibilities it can unlock. These transitions are thoroughly examined on Points of Growth as they highlight how AdTech is advancing in practical business scenarios.