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Evaluating the Current and Future Landscape of Programmatic Native Advertising

ThePubverse Team | October 31, 2023

The landscape of digital advertising is constantly evolving, and in the Middle East and North Africa (MENA) region, the rise of programmatic native advertising is particularly noteworthy. In this article, we will take a deep dive into the current and future state of programmatic native advertising in MENA, exploring the role of native ad technology, the exponential growth witnessed in this region, and the transformative potential of first-party data solutions when paired with traditional ad formats. Additionally, we will discuss how publishers can harness smart strategies to maximize the benefits of native advertising and boost their revenue. 


The MENA Boom in Programmatic Native Advertising 


MENA’s embrace of programmatic native advertising reflects its status as a rapidly growing advertising powerhouse. This region, home to a diverse population of over 600 million, has shown a remarkable shift towards programmatic native advertising in recent years. According to a report by the Interactive Advertising Bureau (IAB), MENA saw native advertising expenditures grow by an impressive 24% in the past year, making it a thriving market for brands and advertisers. 


Data Insights 


  • In 2022, native advertising spending in MENA surged by 24% 
  • Mobile platforms continue to dominate ad spending, with native ads proving particularly effective in the mobile environment 
  • Sectors such as e-commerce and technology are leading the way in adopting programmatic native advertising in MENA 


Native Ad Technology: The Engine of Success 


The growth and effectiveness of programmatic native advertising in MENA can be largely attributed to advancements in native ad technology. Advertisers now have access to tools that seamlessly integrate branded content into the user experience, creating a more organic and engaging advertising environment. With the aid of machine learning and artificial intelligence (AI), native ad platforms can match ads with relevant content, delivering a non-disruptive and personalized user experience. 

In addition to creating a harmonious user experience, native ad technology empowers advertisers with granular targeting capabilities. This precision is invaluable in MENA, a region characterized by vast cultural and linguistic diversity among its markets. 


Data Insights 


  • A significant 76% of advertisers in MENA consider programmatic native advertising highly effective for reaching their target audience 
  • An overwhelming 89% of users in MENA find native ads to be more engaging and less intrusive compared to traditional display ads 


Enhanced Audience Targeting with First-Party Data Solutions 


To unlock the full potential of programmatic native advertising, MENA marketers are increasingly turning to first-party data solutions. By tapping into data generated directly from audience interactions, brands can gain profound insights into customer preferences and behaviors. This data is invaluable for fine-tuning ad targeting and personalization. 

When first-party data is harmoniously paired with traditional ad formats, advertisers in MENA can create hyper-targeted campaigns. Understanding the subtleties of local markets and audience segments allows brands to customize their content for maximum resonance. 


Data Insights 


  • A significant 72% of MENA marketers believe that first-party data significantly enhances their ad campaign performance 
  • Personalized native ads powered by first-party data achieve a 40% higher click-through rate in MENA 


Also read: Adapt or Innovate: Publisher Monetization Strategies in the E-commerce Landscape 


Publishers’ Smart Strategies for Native Advertising Revenue Growth 


Publishers, too, have found innovative ways to harness the potential of native advertising in MENA. They are implementing smart strategies that not only cater to advertisers but also boost their own revenue streams. 


  1. Native Ad Integration: Publishers are seamlessly integrating native ads into their content, making them feel like a natural part of the user experience.


  1. Content Relevance: By producing high-quality, relevant content, publishers increase engagement and appeal to advertisers.


  1. User Experience Enhancement: Publishers are focusing on improving user experience, ensuring that ads do not disrupt the flow of content.


  1. Data-Driven Insights: Smart publishers are using data-driven insights to understand their audience better, helping them deliver targeted and appealing native ad campaigns.


  1. A Diverse Monetization Mix: Diversifying revenue streams through a combination of native advertising, subscriptions, and other models allows publishers to thrive.


Also read: First-Party Publisher Monetization: A Pathway to Elevating Revenue on a Larger Scale 


The world of programmatic native advertising is on a promising trajectory in MENA. With robust growth and the continuous advancement of native ad technology, it presents a compelling opportunity for brands to engage with a diverse audience in this region. By integrating first-party data solutions into their strategies, advertisers can elevate their audience targeting to new heights, ensuring their messages resonate deeply with their audience. 


Publishers, on the other hand, are leveraging smart strategies to make the most of native advertising, maximizing their revenue potential. As MENA continues to embrace programmatic native advertising, it’s an exciting time for advertisers, publishers, and the audience they aim to engage. This synergy has the potential to shape the future of digital advertising in the region. 

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