"The digital market is very different from other communication channels. Not only is it developing dynamically, but it is also pushing the boundaries in terms of penetration of different age audiences. The digital customer is smart and discerning, and the market must meet its requirements. But it is difficult, if not impossible, to achieve qualitative changes alone. Therefore, market participants must create conditions for the development of each other and the market as a whole, paving the way for healthy competition through the same attitude and understanding of both performance analysis and pricing. Of course, we want to be active participants in these processes and are glad to have found like-minded people among the members of AACA," commented Gulfairus Duisen, CEO of AMS Kazakhstan, on joining the Association.

The Advertising Association of Central Asia (AACA) is a voluntary union of companies operating in the advertising industry. The Association was created to represent and protect common professional interests in order to develop the advertising industry in the region. As of the beginning of 2022, 25 organizations are members of the AACA, including major TV channels, selers and advertising agencies.