The report explores the challenges and strategies in digital advertising across the region. It highlights the increasing complexity of balancing brand-building with performance marketing, as businesses strive to maximise short-term results while maintaining long-term brand equity.

A key challenge for marketers is accurate attribution and measurement, as they work to connect ad spend with tangible outcomes. The report also examines the growing concerns around ad fraud and the need for stronger prevention strategies to ensure marketing budgets are spent effectively.

As brands refine their strategies, data-driven decision-making and a holistic approach to channel integration will be crucial for long-term success.