MarkApp: MENA CTV can’t borrow social video’s playbook
ExchangeWire’s Charlotte McEleny interviews MarkApp managing director Sotiris Oikonomou, who argues MENA buyers must stop applying social-video targeting logic to CTV.
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 · Charlotte McEleny · read the original.
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