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5/14/25, 9:59 AM Channel Factory redefines media efficiency in UAE with advanced AI-driven solutions - Middle East Business News and Information…
Channel Factory redefines media efficiency in UAE with

advanced AI-driven solutions

May 13, 2025 12

The company makes a compelling case for brand suitability as a growth strategy at the Marcus Evans event

Advertise here.

Channel Factory, a global leader in brand suitability and performance for digital video advertising, showcased its advanced AI-driven
solutions and thought leadership challenging conventional thinking around media efficiency, contextual relevance, and brand safety at
the Marcus Evans event.

The event provided a significant platform for Channel Factory to underscore the vital role of AI-driven media strategies and tools in
helping brands align messaging with contextually relevant content, enhance campaign impact, and protect brand integrity in a complex
digital landscape.

Representing Channel Factory, which was the Silver Sponsor of the event, Sally Makarem, General Manager for the MENA region,
Optiview, delivered a compelling presentation addressing one of the digital advertising industry’s most pressing issues: content
misalignment. Backed by robust research and real-world case studies, this presentation revealed that on average, 28 per cent of digital
video ad impressions are served alongside misaligned content, leading to significant inefficiencies and diluted brand impact.

Sally remarked: “In an increasingly fragmented media landscape, achieving brand alignment is no longer a luxury but a necessity. Our
AI-driven solutions are designed to ensure that advertisers not only protect their brand image but also drive measurable performance
improvements. We are pleased to have shared our insights at the Marcus Evans event, and we remain committed to helping marketers
make smarter, safer media choices.”

During the event, Channel Factory also showcased its proprietary Content Strategy Analysis (CSA) tool, a tool that leverages AI to
process vast video campaign data to reveal patterns in content behaviour, audience preferences, and contextual nuances.

To address the issue of content misalignment, the company also shed light on its advanced IQ Series, which features ViewIQ and
ActivateIQ. By leveraging years of proprietary data and pre-bid AI capabilities, these cutting-edge tools enable advertisers to achieve
unprecedented levels of contextual alignment, maximising advertising effectiveness and performance.

Channel Factory addressed another key challenge in the race for scale – the temptation to chase low CPMs and broad targeting. Though
these tactics may appear cost-effective, they often conceal significant inefficiencies, leading to off-target impressions, underperforming
placements, and increased exposure to unsafe content. In contrast, Channel Factory’s session highlighted that brand suitability is not
merely a safety net but a powerful driver of strategic growth.

By harnessing the power of AI to understand sentiment, nuance, and context at scale, Channel Factory is helping brands drive better
engagement, reduce media waste, and build lasting audience trust.

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