Eskimi vs MarkApp

Eskimi partners with Perion to expand global DOOH inventory

Eskimi announces a partnership with Perion to expand global DOOH inventory, along with the launch of the Eskimi Media Platform for smarter media buying.

Eskimi CEO: Reaching Next 7 Billion Needs More Than Ad Tech

In a sponsored article on AdExchanger, Vytautas Paukštys, CEO of Eskimi, argues that reaching the world's next 7 billion consumers requires more than just ad technology. He highlights that while the US and Europe's top five ad markets hold only 8% of the world's consumers but nearly half of global ad spend, most platforms are built for these markets. He points out critical challenges in emerging markets: local platform fragmentation (e.g., Boomplay, Grab, Gojek), financial infrastructure issues like currency volatility (e.g., Nigerian naira devaluation) and cross-border taxes, and the need for local intelligence, including language and cultural nuances. Paukštys advocates for an 'Advertising OS' that integrates global and local supply, manages local billing, and combines AI with local expertise. He positions Eskimi as building such an OS, emphasizing that technology alone is insufficient; a supportive ecosystem is essential.

• Eskimi CEO Vytautas Paukštys published a sponsored article on AdExchanger regarding reaching emerging market consumers.
• The article claims US and Europe's largest ad markets represent 8% of world consumers but nearly half of global ad spend.
• Over 7 billion people (92% of world) live in markets where standard media plans are often ineffective.

Advertising OS: Bringing It All Together

New blog post announcing the launch of Advertising OS, a unified platform bringing together Eskimi's advertising solutions.

MarkApp Founder Named to Fortune Greece 40 Under 40

Sotiris Oikonomou, founder and managing director of MarkApp, has been named to Fortune Greece's 40 Under 40 list for 2026, recognizing his entrepreneurial achievements. The recognition comes alongside other accolades, including the European Video Awards' Emerging Entrepreneur of the Year and a spot in the FT1000 ranking. MarkApp, founded by Oikonomou at age 22 without external funding, has grown into a global ad tech company with offices in Athens, London, Limassol, and Dubai. The company's in-house platform includes Pantheon (contextual SSP), Harion (cross-device commerce DSP), and MarkDash (unified reporting). This recognition highlights MarkApp's focus on connected TV, contextual intelligence, and premium content environments, positioning it as a significant player in the ad tech industry.

• Sotiris Oikonomou, founder of MarkApp, was named to Fortune Greece's 40 Under 40 list for 2026.
• MarkApp's CEO also won Emerging Entrepreneur of the Year at the 2026 European Video Awards.
• MarkApp has offices in Athens, London, Limassol, and Dubai.

MarkApp: MENA Needs CTV Measurement, Verification Before Scale

In an interview ahead of ATS Dubai, Sotiris Oikonomou, managing director at MarkApp, argues that MENA's CTV market must not replicate US and European mistakes. He highlights that social video dominates MENA digital spend, with CTV growing but underdeveloped. Key concerns include the lack of household-level targeting, measurement, and verification, leading to inflated CPMs and unverified inventory. Oikonomou calls for industry-wide standards: declared supply paths, SupplyChain object usage, content metadata, and OM SDK compliance. He notes that CTV fraud in the US scaled 140% in Q1 2026, urging MENA to prioritize proof before scaling. IAB MENA is expected to release a household multiplier, and a language-based classification for Arabic content is needed. The market must educate both buyers and publishers to build trust and drive incremental growth.

• MarkApp's managing director Sotiris Oikonomou gave an interview ahead of ATS Dubai.
• MENA digital ad spend scaled ~18% year on year, with social media accounting for 60% of that growth.
• About 9% of users aged 18-34 in MENA use smart TV as first screen.