This study examines the evolving dynamics of digital advertising in emerging Middle Eastern markets, with a particular focus on Palestine and Jordan. It identifies key trends shaping the sector, including hyper-personalization and the adoption of immersive technologies such as augmented reality (AR) and virtual reality (VR). Employing a qualitative research design that integrates interviews, focus groups, content analysis, and scenario planning, the study explores the primary forces driving digital advertising growth in these markets. The findings highlight the central role of ethical advertising practices; particularly those related to data privacy, transparency, and consumer consent, in building trust and fostering long-term customer loyalty. The results further demonstrate that advancements in AI-driven personalization and immersive brand experiences can enhance consumer engagement and strengthen competitive positioning when aligned with cultural and infrastructural realities. Comparative analysis reveals distinct digital advertising environments in the two contexts. In Palestine, political instability, infrastructural constraints, and limited resources necessitate highly adaptive, mobile-first, and segmented digital strategies. In contrast, Jordan benefits from relatively more advanced digital infrastructure that supports data-driven marketing and the expansion of e-commerce, although challenges related to consumer skepticism and digital literacy gaps remain. Looking ahead, scenario analysis indicates a growing emphasis on mobile-first advertising models, localized content strategies, and culturally grounded ethical frameworks centered on fairness, transparency, and social responsibility. The study recommends that policymakers strengthen data protection regulations and digital literacy initiatives, while businesses should pursue innovation through partnerships with influencers, non-governmental organizations, and technology providers. Overall, this research offers practical and theoretical insights for advertisers, policymakers, and business leaders seeking to balance global technological advancements with local market realities. By addressing strategic, ethical, and infrastructural challenges, Palestine and Jordan can enhance their positions within the rapidly expanding digital economy of the Middle East.
Cite this paper
Sadeh, H. (2026). Exploring the Future Trends of Digital Advertising in Emerging Markets: Insights from Palestine and Jordan
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