As geopolitical tensions reshape the news cycle across the region, shifts in online behavior are becoming visible in real time. In this interview, Maira Mehnoor, Programmatic Manager at WPP Media, explains how audiences are changing their browsing patterns, how brands in the GCC are approaching advertising during sensitive periods, and how programmatic tools allow campaigns to pivot quickly when sentiment shifts. The conversation also looks at the growing role of contextual targeting and the signals marketers monitor to decide when to adjust or pause campaigns during volatile news cycles.
In these uncertain times, are you noticing shifts in how people are engaging online across the region?
Events occurring in the real world always have an impact in the digital world. For example, a user who was browsing for luxury jewelry or high-end electronics in February may now be spending 80 percent of their time on geopolitical analysis or supply chain updates in March. There is also growing “news avoidance” among younger demographics, not because they don’t care, but as a coping mechanism for emotional fatigue.
With the news cycle so intense, how are brands approaching where their ads appear in the GCC?
In such sensitive times, brands usually refrain from advertising in the conflict zone. However, unaffected markets remain active with strong brand safety measures in place. It isn’t just about avoiding violence; it’s also about avoiding misaligned sentiment. Even a happy ad can feel tone-deaf if it appears during a period of high regional anxiety.
When situations change rapidly, how quickly can campaigns realistically pivot in today’s automated ecosystem?
In the current fast-paced digital landscape, the agility of the programmatic ecosystem has shifted from a goal to an automated reality. The speed at which a campaign can pivot depends on which lever you are pulling — technical, creative, or strategic. For example, on the technical side, AI-driven pre-bid tools such as those in DV360 or TTD can scan and sentiment-classify content in roughly 10 to 400 milliseconds. On the creative side, if you have DCO-enabled campaigns, you can maintain a modular creative bank and quickly swap out high-energy imagery for more grounded messaging across thousands of versions within minutes.
Is contextual targeting making a comeback as a safer way to reach audiences during heavy news cycles?
Contextual targeting has been a haven for digital advertisers since discussions around the cookieless environment began. But now it is not just a comeback, it is a full-blown resurgence. In the 2026 playbook, contextual targeting has evolved from a fallback strategy to a primary approach for navigating high-stakes news cycles such as the current situation.
What signals or data do you watch to know when it’s better to pause or adjust campaigns?
In high-stakes environments, we don’t just monitor clicks or conversion rates. We look for sentinel signals. When the regional temperature in the GCC spikes, as it has recently, the strategy shifts from optimization to preservation. For example, a sudden unexplained drop in win rate may indicate that inventory is being pulled or blocked. Another signal could be a 20 percent or greater swing in CPMs within a four-hour window. We also watch for spikes in “human-like” bot traffic reported by verification partners such as IAS or DoubleVerify. In such cases, budgets may be moved toward walled gardens such as YouTube.
