Monetizing Media in the Arab World: What’s Consumer Data Worth?
Millions of people are leaving behind a detailed digital trail
of their most private activities-the products they buy, the
websites they visit and how often, the intricacies of their online
searches. Tech giants such as Facebook, Google and Yahoo that
harbor hordes of personal data know a lot about the consumption
habits of their consumers - and are able to monetize through
advertising, new products and new platforms. Facebook's $19 billion
acquisition of WhatsApp, with hundreds of millions of users online
every day, is a signal of the high value of user data.
The MENA region, with a population of more than 300 million and
a combined GDP of $2.9 trillion, presents a significant opportunity
for media providers. Yet, advertising spend per user in the region
has significant room to catch-up with the developed markets. How
can we bridge the gap between media consumption and monetization?
What can product developers, media distributors, advertising
agencies do to engage the Arab Digital Generation and grow their
share of consumer spending?