Mobile Marketing Association’s virtual event discusses digital advertising trends

Mobile Marketing Association’s virtual event discusses digital advertising trends

DUBAI: The Mobile Marketing Association (MMA), an industry body focusing on mobile technology and marketing, held its virtual event MMA Impact MENA in November in partnership with AdColony, InMobi and TikTok. The event brought together speakers from a range of organizations including Bayer and L’Oréal, agencies Starcom and ArabyAds and ad tech firms. After an opening note from Greg Stuart, CEO of MMA, Vassilis Bakopoulos, senior vice-president and head of industry research at MMA Global, spoke about research findings on how chief marketing officers view consumer data readiness. The session on “Using Data to Drive Marketing Excellence” was held by Elaine Rodrigo, chief insights and analytics officer at Reckitt. Rodrigo talked about deploying data and insights as the foundation of marketing and driving marketing excellence by choosing a few big business questions and creating value around them, in addition to engaging with the community. The role of data and analytics was clear: every marketer needs them. But with new privacy initiatives coming into place it has become harder for marketers and agencies to navigate this space. In her session, Jessica Moini, sales director at InMobi, simplified the regulations around data privacy, particularly around Apple’s Identifier for Advertisers (IDFA). Although the