Introduction

The Gulf Cooperation Council (GCC) region — comprising Saudi Arabia, the UAE, Kuwait, Bahrain, Qatar, and Oman — is rapidly becoming a hotspot for digital advertising innovation, with programmatic media buying at the forefront. Fueled by high internet penetration, mobile-first audiences, and advanced digital infrastructure, Gulf countries present enormous opportunities for brands looking to scale effectively and efficiently.

As advertisers pivot toward data-driven strategies, understanding the latest programmatic trends in the Gulf is essential for navigating this fast-evolving landscape. This blog explores the key trends, emerging technologies, and strategic insights marketers must embrace to succeed in the Gulf region.

1. Rising Adoption of Programmatic Media Buying

Programmatic is no longer a fringe tool in the Gulf — it’s moving mainstream. In markets like the UAE and Saudi Arabia:

• More than 60% of digital display ads are now bought programmatically.

• Local and global brands are shifting media budgets away from traditional direct buys to automated, real-time ad placements.

• Agencies and brands are building in-house programmatic capabilities or partnering with specialized DSPs and DMPs active in the region.

Key takeaway: If you’re not allocating budget toward programmatic in the Gulf, you’re already behind your competitors.

2. Mobile-First Consumption Driving In-App Programmatic

With mobile internet usage dominating the Gulf — particularly in Saudi Arabia and the UAE — in-app advertising is booming. Consumers spend most of their digital time on apps, from social platforms to gaming, shopping, and video streaming.

Programmatic in-app buying offers:

• High-quality inventory

• Location-based targeting (hyperlocal)

• Enhanced engagement formats (native, video, rich media)

Best practice: Use mobile-focused DSPs and prioritize app-based inventory to meet your audience where they are most active.

3. Arabic Language & Cultural Relevance at the Core

While the Gulf has large expat populations, Arabic is the cultural and linguistic foundation. Brands that localize their creatives, messaging, and keywords in Arabic:

• See higher click-through rates

• Build stronger emotional connections

• Gain trust and loyalty from the national population

Even among younger users, Arabic content is preferred for entertainment, news, and e-commerce.

Action point: Run Arabic-first programmatic campaigns, especially during high-impact periods like Ramadan, Eid, and National Day celebrations.

4. Boom in Retail Media Networks

Gulf-based retailers like Carrefour, Lulu, and Noon are investing in retail media networks to monetize their digital platforms. These networks offer:

• First-party consumer data

• Shopper journey insights

• On-site ad inventory across apps and websites

This shift allows CPG and FMCG brands to reach high-intent consumers directly at the point of purchase, using programmatic pipes.

Strategy tip: Start building direct relationships or private marketplace (PMP) deals with regional retail media networks to capitalize on this trend.

5. CTV and Programmatic Video Gaining Traction

Connected TV (CTV) adoption is growing, especially in premium households in the UAE and Saudi Arabia. With platforms like Shahid, Netflix, and YouTube accessible on smart TVs:

• Brands can now buy TV-like video inventory programmatically

• Programmatic video offers greater control, precise targeting, and real-time optimization

With high completion rates and immersive viewing, video should be a cornerstone of your Gulf strategy.

Suggestion: Combine CTV with dynamic creative optimization (DCO) to serve culturally relevant video ads to segmented audiences.

6. Growing Demand for Brand Safety and Transparency

Advertisers in the Gulf are becoming more discerning about where their ads appear. Brand safety, ad fraud prevention, and viewability are top priorities, especially for global brands investing in the region.

To ensure quality:

• Work with premium SSPs and exchanges operating in MENA

• Use pre-bid and post-bid verification tools like IAS, DoubleVerify, or MOAT

• Leverage private marketplaces (PMPs) for guaranteed premium placements

Insight: Transparency isn’t optional anymore — it’s a competitive differentiator.

7. Increased Use of First-Party and Contextual Data

With the phase-out of third-party cookies and increasing data privacy regulations, Gulf advertisers are:

• Leveraging first-party data from CRMs, apps, and e-commerce sites

• Embracing contextual targeting using Arabic-language content and metadata

• Exploring clean rooms and data partnerships for compliant audience targeting

Pro tip: Start building your data infrastructure and alliances now to future-proof your Gulf media strategy.

8. AI-Powered Optimization and Predictive Targeting

AI and machine learning are redefining how programmatic campaigns are optimized in real time. Gulf advertisers are using AI for:

• Budget allocation

• Lookalike audience modeling

• Predictive campaign performance

Emerging platforms in MENA now offer automated ad copy generation, bid price prediction, and creative recommendations tailored to Gulf audiences.

Next step: Incorporate AI-driven DSPs and TrueIntent or predictive analytics platforms to sharpen your targeting.

Conclusion

Programmatic media buying in the Gulf is no longer an emerging concept — it’s a strategic imperative. As adoption accelerates, advertisers must go beyond basic automation and focus on language, culture, transparency, and innovation.

From mobile-first targeting and Arabic localization to CTV and AI-powered optimization, the Gulf’s digital advertising ecosystem is uniquely primed for programmatic success.

By staying on top of these trends and embracing regional nuances, brands can unlock unmatched engagement, efficiency, and scale in one of the world’s fastest-growing digital economies.

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