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Declining addressability, brand safety and ad fraud are set to define programmatic advertising over the next year

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programmatic advertising
  • More than half (60%) of advertisers and agencies cite brand safety as top programmatic concern
  • New survey-led research by WARC and NewtonX explores major trends in programmatic

14 August 2024 – WARC has today released The Future of Programmatic 2024, a report covering the major trends shaping programmatic advertising over the coming 12 months, together with practical guidance for advertisers evolving their programmatic and ad tech capabilities.

Programmatic advertising is digital advertising that is bought, sold and placed using automated technologies and algorithms. The report highlights key trends across five different areas: programmatic priorities and concerns, signal loss and cookie deprecation, supply chain transparency, sustainability, and spending intentions.

Findings are based on an exclusive survey of 100 programmatic experts, conducted in July 2024 by WARC in partnership with B2B market research company, NewtonX, and complemented by expert commentary and external research.

Paul Stringer, Managing Editor Research and Insights, WARC, says: “Our Future of Programmatic report arrives in the wake of the announcement from Google that third-party cookies will no longer be fully phased out from the advertising ecosystem. While it represents a reversal of sorts, this should not encourage complacency. The industry still needs to evolve to meet the demands of a privacy-first ecosystem.

“Declining addressability, brand safety and ad fraud, continue to concern marketers, and addressing these concerns becomes even more important as increasing volumes of spend are transacted programmatically each year.”

Key challenges outlined in WARC’s Future of Programmatic 2024 report are:

Brand safety tops list of programmatic concerns

Accounting for more than 70% of digital spend, programmatic channels play a critical role in helping advertisers achieve their wider marketing and business objectives.

Whilst two-thirds of advertisers and agencies surveyed are somewhat satisfied with the contribution of programmatic advertising to driving business outcomes, there is a recognition that there is room for improvement.

Much of the current dissatisfaction is rooted in concerns around brand safety. Recent reports have shown advertisers are spending millions of dollars on low-quality ad placements that violate brand safety standards.

More than half (60%) of the advertisers and agencies surveyed highlighted this issue as one of their biggest causes for concern, with 56% selecting improved advertising verification capabilities as a top priority.

Hannah Rook, Head of Intelligence and Insights, MediaBrands Magna Group, says: “Advertisers and agencies need to take a more proactive and comprehensive approach to brand safety, expanding their placement criteria to make better decisions and ensure their ads appear in appropriate and relevant environments.”

Advertisers are underprepared for a cookie-diminished world

Google will no longer be withdrawing cookies from the digital advertising ecosystem, but will nonetheless play a diminished role in the future.

Many advertisers are still struggling to adapt to this new world, despite concerns about the impact of signal loss on various areas including targeting, data access, audience segmentation and measurement. Only a quarter (25%) of survey respondents agree that advertisers are making adequate progress.

Consistent with other research, advertisers are doubling down on the collection of first-party data. More than three quarters (76%) of respondents are implementing first-party data strategies, with more than half (57%) highlighting this as the most promising solution.

Wayne Blodwell, Co-Founder and CEO, Impact Media, says: “Google’s decision to keep cookies has not changed the direction of travel for the industry. Advertisers should continue leaning into smart, cookie-free techniques like attention and econometrics to prepare for a privacy-first world.”

The industry is failing to take action on transparency

Across the programmatic advertising supply chain, ad fraud and wastage are rife. According to the ANA’s programmatic study, just 36 cents of every dollar spent on programmatic advertising reaches the consumer, and a quarter of the $88 billion spent on open web programmatic is wasted on low-quality and fraudulent ad impressions.

However, a year on from the report less than half (49%) of advertisers and agencies have established direct contracts, or taken the necessary steps to verify or audit the quality of ad impressions.

Collective action is required to urgently address these issues and clean up the ‘murky’ media supply chain.

Emissions reduction is not a priority at most (59%) companies

The programmatic advertising industry produces more than 215,000 metric tons of carbon emissions in a single month across five leading economies, according to Scope3.

To help address the climate crisis, marketers need to take more responsibility for reducing the carbon footprint of activities related to advertising. This includes programmatic, which generates significant emissions through its notoriously complex supply chain.

Nearly two-thirds (59%) of agencies and advertisers surveyed for the report say that reducing emissions generated by programmatic advertising is not a priority for their organisation. Less than a third (31%) said they had adopted a framework or set of methodologies to measure the carbon emissions from their digital advertising. Another third (34%) have taken no action at all to reduce the carbon impact of their programmatic advertising campaigns.

More than half (52%) of those surveyed cite a lack of industry-wide standards as a clear barrier to emissions reduction. Nearly half (48%) highlight a lack of knowledge / skills around reducing the carbon footprint of advertising activities.

Mark Andrews, Senior Consultant, ID Comms, says: “Some advertisers are using their media agencies to forecast carbon emissions on their media plans. This is educating planners and buyers and helps media teams think about carbon emissions as well as considering how practical decisions at the planning stage could lower emissions, without negatively impacting the effectiveness of media planning/buying.”

Open web investment decreases as walled garden spend grows

Despite evidence suggesting that the open web remains the arena in which audiences spend most of their time, investment in walled gardens appears to be growing. WARC forecasts predict that just five platforms will take over half of global advertising spend this year. Three-quarters of survey respondents (76%) say they are spending 40% or less of their budgets on open web advertising.

Advertisers and agencies are opting to spend more on programmatic direct deals (e.g. programmatic guaranteed, preferred deals) at the expense of traditional real-time bidding. More than half (56%) of respondents purchase display inventory using programmatic methods. Retail media inventory also features high on the list of channels transacted programmatically. Social and gaming are anticipated to receive largest increases in programmatic investment.

Read a sample report of The Future of Programmatic here. WARC subscribers can read the report in full. A podcast will be available from 27 August.

The report is part of WARC Strategy’s Evolution of Marketing, a content programme of in-depth forward-looking reports focusing on the future of the marketing discipline by drawing on the latest evidence, emerging trends, technologies, media, social influences and other drivers of change.

Energy

SBM Offshore Confirmed as Silver Sponsor for African Energy Week (AEW) 2026 Amid Africa FPSO Expansion Push

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African Energy Chamber

SBM Offshore will participate as Silver Sponsor at African Energy Week 2026, where they are set to showcase FPSO expansion in Angola, Namibia and Guyana amid strong financials and a deepwater innovation strategy

CAPE TOWN, South Africa, June 9, 2026/APO Group/ –Multinational oil and gas services company SBM Offshore will participate at this year’s African Energy Week (AEW) 2026 Conference and Exhibition as a Silver Sponsor, reinforcing the company’s long-term commitment to Africa’s expanding deepwater oil and gas industry. Their participation comes as SBM Offshore accelerates brownfield optimization projects in Angola while aggressively positioning itself for new frontier developments in Namibia’s Orange Basin.

 

SBM Offshore’s return to AEW, which takes place from October 12–16 in Cape Town, is expected to draw significant industry attention as operators, financiers and EPC contractors evaluate the next wave of floating production infrastructure across the Atlantic Basin. With more than 20 years of experience in Africa and over $31 billion in contract backlog globally, the company remains one of the world’s most influential FPSO suppliers.

The Sponsorship follows several major milestones announced during 2025 and 2026. On May 26, the American Bureau of Shipping approved SBM Offshore’s seawater intake riser technology developed alongside Shell. The system pumps cold seawater from depths of 700m to FPSO topsides, reducing onboard cooling energy demand and improving emissions performance for future African and South American projects.

The company’s financial position strengthened considerably following the $2.32 billion sale of FPSO One Guyana to ExxonMobil in February 2026. The transaction helped drive a 216% year-on-year increase in Q1 2026 directional revenue to $3.5 billion while reducing SBM Offshore’s net debt from $5.7 billion to $3.2 billion by March 21, 2026.

SBM Offshore continues to demonstrate the technical expertise, operational scale and long-term investment approach needed to advance Africa’s next generation of energy projects

In March 2026, ExxonMobil awarded SBM Offshore front-end engineering and design contracts for the Longtail development in Guyana. The proposed FPSO is expected to feature the world’s highest gas-handling capacity ever deployed on a floating production vessel, processing 1.2 billion cubic feet of gas and 250,000 barrels of condensate daily.

Across Africa, SBM Offshore continues expanding its offshore footprint. In Angola, the company signed multi-year extensions in December 2025 with Esso Exploration Angola for FPSO Mondo and FPSO Saxi Batuque in Block 15, extending operations through 2032. Brownfield upgrades and life-extension works commenced in early 2026 to support declining reservoir pressure management and maintain environmental compliance standards.

The company also finalized a share purchase agreement with Equatorial Guinea’s national oil company GEPetrol in December 2025, restructuring regional asset ownership and supporting localized operational transitions. The FPSO Aseng formally exited SBM Offshore’s lease-and-operate fleet during the same period as management responsibilities shifted toward Equatoguinean entities.

Namibia retains a central focus of SBM Offshore’s African growth strategy. The company is actively competing for TotalEnergies’ Venus FPSO contract in the Orange Basin, one of Africa’s largest recent offshore discoveries with estimated resources of roughly 2 billion barrels. SBM Offshore has expanded its Cape Town commercial engineering workforce while positioning its standardized technologies for upcoming South Atlantic developments.

“SBM Offshore’s participation at this year’s event reflects the growing momentum behind Africa’s deepwater industry and the critical role FPSO technology will play in unlocking new production. From Angola’s mature offshore hubs to Namibia’s frontier discoveries, SBM Offshore continues to demonstrate the technical expertise, operational scale and long-term investment approach needed to advance Africa’s next generation of energy projects,” says NJ Ayuk, Executive Chairman, African Energy Chamber.

Looking ahead, SBM Offshore aims to combine frontier expansion with lower-emission offshore production systems. Through partnerships with SLB and Cognite, the company is integrating industrial AI platforms to its global fleet while scaling standardized hull construction to accelerate project delivery timelines across Africa and Latin America.

Distributed by APO Group on behalf of African Energy Chamber.

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Minister Kgosientsho Ramokgopa Joins African Energy Week (AEW) 2026 as South Africa Opens R400B Grid Expansion to Private Investment

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Kgosientsho Ramokgopa

South Africa has moved from rolling blackouts to a year of stable supply, and Minister Kgosientsho Ramokgopa now turns to the grid expansion and market reforms needed to keep the lights on and draw private capital

CAPE TOWN, South Africa, June 9, 2026/APO Group/ –Kgosientsho Ramokgopa, Minister of Electricity and Energy of the Republic of South Africa, has been confirmed as a featured speaker at African Energy Week (AEW) 2026, where he is expected to outline the next phase of the country’s power-sector recovery and the investment drive needed to expand the electricity grid.

 

Taking place October 12-16, AEW 2026 represents the largest energy gathering on the African continent, offering a strategic platform for dealmaking and partnerships. Minister Ramokgopa’s participation reflects the country’s ambitions to strengthen investment flows across the power and energy markets, supporting long-term generation resilience and improved transmission networks.

South Africa has moved from one of the worst phases of its electricity crisis to its most stable supply in years. The country recently passed a full year without load-shedding, and the grid is at its strongest in half a decade, with roughly 4,400 MW more generation on hand than a year earlier. The return of Kusile Power Station to its full output of about 4,800 MW helped anchor the turnaround.

South Africa’s recovery shows what disciplined execution can achieve, and opening the grid to private capital is the logical next step

With supply stabilized, Ramokgopa has reframed the current market challenge as being less about generation and more to do with transmission, offtakers and bottlenecks, pointing to more than 130 GW of generation projects that have yet to secure firm offtake agreements. That bottleneck sits at the center of the country’s largest infrastructure push. The Transmission Development Plan calls for 14,000 km of new power lines and 105 substations by 2030, at a cost of roughly R400 billion, to unlock an additional 22.5 GW of capacity.

Because neither Eskom nor the state can fund that build alone, the government has opened transmission to private investment for the first time through the Independent Transmission Projects (ITP) program. In December 2025, Ramokgopa named seven prequalified bidders for the first phase, all of them international-led consortia. The phase covers 1,164 km of high-voltage lines across seven corridors, with a combined value of about $1 billion. A request for proposals is expected in the second half of 2026.

“South Africa’s recovery shows what disciplined execution can achieve, and opening the grid to private capital is the logical next step,” says NJ Ayuk, Executive Chairman of the African Energy Chamber. “The real opportunity now is in transmission, and the investors who help build that network will open up generation that will change South Africa’s future for the better.”

Private appetite is already evident on the generation side. The latest round of the Renewable Energy Independent Power Producer Procurement Program drew 10.2 GW of bids against the 5 GW on offer. In the 2025/26 financial year, eight new independent power projects came online with a combined 800 MW, and another 1,610 MW is under construction.

Minister Ramokgopa is also expected to address the Integrated Resource Plan 2025, the government’s blueprint guiding new generation capacity, and the rollout of a competitive wholesale electricity market intended to open the sector beyond Eskom.

As AEW 2026 prepares to convene policymakers, investors and operators at the Cape Town International Convention Center this October, Minister Ramokgopa’s participation is the host nation’s signal that its power sector is open for investment.

Distributed by APO Group on behalf of African Energy Chamber.

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Carbon Markets Africa Summit (CMAS) 2026 programme launched as Africa’s carbon markets move from readiness to delivery

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CMAS

Positioned as a pan-African marketplace, CMAS connects policy, project pipelines, capital and buyers in a structured environment focused on enabling real deal flow

CAPE TOWN, South Africa, June 9, 2026/APO Group/ –Africa is emerging as an exciting destination to develop carbon market projects with improved policy certainty and more and more projects becoming investment-ready. As global carbon markets transition from rule-setting to real transactions, with Article 6 mechanisms moving into implementation and compliance-driven demand such as CORSIA accelerating, attention is shifting towards where credible supply, policy certainty and investment-ready projects can be delivered at scale.

 

Against this backdrop, the Carbon Markets Africa Summit (CMAS) that is organised by VUKA Group has released its official 2026 programme, outlining how Africa’s carbon markets can move beyond frameworks into execution, investment and transactions. The summit will take place from 13–15 October 2026 in Kigali, Rwanda, hosted by the Ministry of Environment of Rwanda, with UNDP and the African Development Bank (AfDB) as host organisations, the Development Bank of Southern Africa (DBSA) as host partner, and AUDA-NEPAD as the strategic institutional partner.

Positioned as a pan-African marketplace, CMAS connects policy, project pipelines, capital and buyers in a structured environment focused on enabling real deal flow.

This year’s programme reflects a changing market dynamic, one where integrity, quality and transaction readiness are becoming decisive.

Carbon markets are entering a more selective and operational phase. The question is no longer whether Africa has a role to play, but whether the continent can bring forward credible projects, enabling frameworks and market infrastructure to transact at scale,” said Emmanuelle Nicholls, Project Lead. “CMAS 2026 is designed as a response to that moment – connecting the actors, pipelines and capital needed to move from ambition to execution.”

Africa’s carbon markets must be built on integrity, equity, and continental coordination so that carbon finance delivers real value

Within this evolving context, the summit places strong emphasis on the foundations required to scale markets responsibly. As Estherine Fotabong, Director at AUDA-NEPAD, notes, “Africa’s carbon markets must be built on integrity, equity, and continental coordination so that carbon finance delivers real value for communities, ecosystems, and sustainable development across the continent.”

A programme built for execution

The CMAS 2026 programme spans the full carbon market value chain from policy and Article 6 implementation to project development, finance and transactions. Key highlights include the keynote opening session on delivering projects, capital and transactions at scale, a high-level dialogue on trust and market readiness, ministerial and technical roundtables, and sessions focused on buyer demand, investor priorities and deal structuring.

 

A central feature is a curated pipeline of African carbon projects across nature-based solutions, regenerative agriculture, carbon removals, waste-to-value and blue carbon, presented through project showcases, case studies and investment-ready deal rooms.

The programme also includes solution labs and technical workshops addressing critical bottlenecks—including Article 6 and CORSIA implementation, early-stage finance, MRV systems and project bankability, alongside live demonstrations of digital carbon infrastructure, ensuring focus on practical market development and delivery.

CMAS 2026 is hosted in Rwanda, a country advancing carbon market frameworks under Article 6, and takes place at a pivotal moment as global markets increasingly prioritise integrity, quality and real delivery at scale.

Distributed by APO Group on behalf of VUKA Group.

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