The Stack: Media Market Moves

Why It Matters

The surge in MENA spend signals a new growth engine for advertisers, while heightened regulatory pressure and platform innovations reshape competitive dynamics across the global ad ecosystem.

Key Takeaways

• MENA digital ad spend hits $8.19 bn, up 17.8% in 2025
• Netflix to host first UK Upfront, boosting ad sales in Europe
• EU forces Meta to reopen WhatsApp API for rival AI developers
• Portugal fines telecoms €13.3 m for pre‑recorded TV ad coordination
• Google adds Search Profiles to Discover, creating publisher content hubs

Pulse Analysis

The Middle East and North Africa have emerged as the fastest‑growing digital‑ad market, expanding 17.8% to roughly $8.19 bn. Advertisers are attracted by rising internet penetration, mobile commerce, and a youthful demographic that favors video and social formats. Compared with the modest 4% growth in North America, the MENA surge offers brands a fresh frontier for programmatic spend and localized creative, prompting agencies to bolster regional capabilities.

Streaming platforms are accelerating their ad ambitions, with Netflix staging its inaugural UK Upfront in September. The event underscores a strategic pivot from subscription‑only models toward hybrid revenue streams, especially in mature markets where ad‑supported tiers can capture cord‑shifting audiences. Google’s introduction of Search Profiles within Discover further blurs the line between search and social, giving publishers a dedicated hub to aggregate articles, videos, and social posts, thereby deepening user engagement and opening new inventory for brands.

Regulatory scrutiny is intensifying across the ad tech landscape. The European Commission’s order for Meta to restore WhatsApp API access aims to level the playing field for rival AI developers, while Portugal’s €13.3 m fine on Meo, Nos, Vodafone, and Accenture highlights enforcement against anti‑competitive ad scheduling. At the same time, private‑equity firms are pulling back on software buyouts, marking the weakest start to a year since 2020, a trend that could slow capital inflows into ad‑tech startups and reshape consolidation patterns.