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# MarkApp: MENA CTV can’t borrow social video’s playbook
- URL: https://www.medianexis.com/markapp-mena-ctv-cant-borrow-social-videos-playbook/
- Published: 2026-10-19T16:53:28.000Z
- Updated: 2026-10-19T16:53:28.000Z
- Description: ExchangeWire’s Charlotte McEleny interviews MarkApp managing director Sotiris Oikonomou, who argues MENA buyers must stop applying social-video targeting logic to CTV.
- Author: The Signals Desk
- Tags: Measurement, Charlotte McEleny, MarkApp: MENA CTV can't borrow social video's playbook

**Why it matters.** Without a household reach multiplier and declared supply paths, MENA buyers lack the proof needed to shift budget from social into CTV at scale.

*Signal from* [*exchangewire.com*](https://exchangewire.com/?ref=medianexis.com) *·* [*Charlotte McEleny*](https://www.medianexis.com/tag/by-charlotte-mceleny/) *·* [*read the original*](https://www.exchangewire.com/blog/2026/10/19/we-cannot-cap-what-we-cannot-count-markapp-on-what-mena-needs-before-ctv-scales/?ref=medianexis.com)*.*