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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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  • 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.

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GWM Day: Trailblazing in Middle East and Driving Worldwide

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TANK 700

Through the appearance of TANK 700 and second Gen H9 at the Jeddah Motor Show, GWM officially opened the curtain of its’ 3.0 strategic development Era in the Middle East

JEDDAH, Saudi Arabia, November 8, 2024/APO Group/ — 

Great Wall Motor (GWM) (www.GWM-Global.com), as the leading Chinese automotive brand in Middle East Region as well as other major global regions, released its newest initiative for the Middle East –the HOME+CARE strategy and plan a series of core activities with the theme of GWM DAY. Through the appearance of TANK 700 and second Gen H9 at the Jeddah Motor Show, GWM officially opened the curtain of its’ 3.0 strategic development Era in the Middle East, which is also a key step for GWM to deepen its global development and realize its ecological expansion overseas.

Facing the new era of strategic development, released the HOME+CARE strategy

Parker Shi, President of GWM International, emphasized that the Middle East feels like a “second home” for GWM, which have witnessed the company’s overseas growth over the 27 years from 0 to 1. This strategy is at the core of GWM’s long-term commitment dubbed “Four Globalizations”, to creating a brand experience that resonates with local users. “HOME” symbolizes GWM’s dedication to making the Middle East a part of the brand’s extended global family. Meanwhile, “CARE” represents GWM’s promise to deliver reliable, attentive service to its users alongside its rapid growth globally. Winning global trust with user love, GWM has always been on the road to practice.

HOME is an acronym that represents GWM’s spirit of taking root in the Middle East. Each letter has a different connotation. The first and perhaps most significant pillar of the HOME+CARE Plan is “H”-(Heart). This value has driven GWM over the past 34 years, and today, GWM serves over 14 million customers with more than 1,300 sales outlets across over 170 countries and regions globally, its commitment lead to its strong sales performance in 2023. In the first nine months, GWM sold over 850,000 vehicles, with more than 320,000 units sold outside of China, representing a 53% year-on-year growth.

“O” represents Outstanding product quality, which is the base for GWM success in Middle East. Since its first pickup trucks exported to Middle East in 1997, GWM has held the title of China’s top-selling pickup brand, setting a high standard with models like the DEER, Wingle series, and GWM POER. GWM is planning to launch a 2.4T pickup model in the Middle East in early 2024, designed to exceed users’ expectations with remarkable power, performance, and durability.

The third pillar of GWM’s strategy in the Middle East is “M”-(Multiformity), reflected in the company’s efforts to provide a full range of vehicles that meet diverse user needs across all powertrains, all categories and all levels. For GWM, understanding and meeting the unique needs of Middle Eastern users is paramount. The company’s off-road expertise, honed over 34 years, is highly compatible with the demands of the Local market, and GWM is committed to adapting its offerings to suit regional preferences, and focus on “creating experiential value” for users is integral to its brand.

“E “means Enjoyment through experience. GWM’s focus on “creating experiential value” for users is integral to its brand. In addition to GWM’s modification culture, it is also set to open its largest Middle Eastern flagship store in Riyadh on October 31, being the 7th directly operated GWM store by its local partner AMDC. This new facility, combined with the new parts warehouse in Jeddah, will significantly enhance GWM’s ability to serve local customers with top-notch service and convenience.

GWM Technology Day: GWM Off-road Trailblazing in Middle East

Middle East Region has got great potential and appetite for high-end models. In GWM’s 2030 vision, out of the 1,000,000 units sold overseas, 30% of models would be high-end models. Middle East will play a pivotal part in contributing to that target. Hence, GWM decides to roll out its flagship models in Middle East Region as one of the first batch regions overseas.

As the flagship models of GWM, the TANK 700 and GWM HAVAL H9 have got global attention since its debut in China. At the Jeddah Motor Show, the 2 models boasting top notch electrification and off-road technology, i.e. the Hi4-T. It enables the TANK 700 to output 385kW power and 850N.m torque like the king of beast. Thanks to the class-leading 3.0 litre turbo-charged V6 engine coupled with the unique 9HAT electrified powertrain. The TANK 700 looks rugged outside but the refined interior including largely-covered by soft premium materials, 15mm thick seat leather surface, 1000-watt 16 speakers, ANC features and so many features that will sure won the mind and hearts for the audience.

The GWM TANK Alliance has been one of the largest off-road enthusiast carnival in this region and globally for GWM

The second Gen GWM HAVAL H9 pictures another scenario for family users as an all-Terrain 7-seater  vehicle for Middle East with extended families. Equipped with the latest generation of high-performance of the 2.0T gasoline+8AT golden power combination for the petrol version,TOD Intelligent 4WD and mechanical locking are standard option, realizing seamless switching from 0-100% torque and easy extrication from special terrain. The new generation of HAVAL H9 comes with its super solid body frame, which is made up of for 99% high-strength steel, including 83% of super high-strength steel in the body skeleton, making the whole vehicle more reliable and safe The long list of safety features make it a perfect tool to guard families who love outdoor life.

GWM Partner Day: Deepen local presence and consolidate distribution partnerships

GWM’s service initiative, GWM CARE, is central to the company’s commitment to after-sales excellence in the Middle East and North Africa. GWM is the first Chinese automotive brand to establish a comprehensive parts center for the Middle East and North Africa (GLOBAL) region. Located in Dubai, this center spans a service radius covering 55 countries across GCC, Iraq and Iran, North Africa, and Central and West Africa, leading the market in coverage. Known for its industry-leading efficiency, GWM’s Middle East warehouse achieves a 92% parts fulfillment rate, setting a high benchmark in availability and operational excellence. The warehouse stocks over 20,000 types of parts across more than 7,000 square meters, supporting GWM’s five main series: HAVAL, TANK, POER, WEY, and ORA. Additionally, local markets maintain a fulfillment rate above 95%, with Saudi Arabia’s Jeddah facility—the largest of any Chinese brand in the region—covering over 11,000 square meters with around 13,000 parts. All components are genuine GWM parts, sourced from certified suppliers like Bosch and ZF, and are quality-validated by GWM or third-party certifications. Efficient staffing supports same-day warehouse processing with near-zero discrepancy rates, ensuring reliable, timely service for GWM’s customers.

In just less than 3 years, by 2025, GWM will further expand its global parts warehouse by 30,000 square meters, increasing parts inventory by 1,000 types and achieving a parts fill rate of 97%. The company is also intensifying its training efforts to ensure that all of its service staff are 100% certified by 2025, enabling them to deliver high-quality, reliable service to users across the region. GWM’s local expansion strategy, in partnership with ADMC, continues to provide value-added customer experience. ADMC currently operates 7 GWM direct stores in Saudi Arabia, with GWM CARE ensuring that customers have easy access to necessary repairs and maintenance.

GWM Family Day: Providing a home-like feel for global users

GWM is also set to open its largest Middle Eastern flagship store in Riyadh on October 31, being the 7th directly operated GWM store by its local partner AMDC. Middle Eastern communities traditionally value family life. To meet their potential psychological needs, in the coming months, GWM plans to launch the “GWM Family Day” at its Riyadh flagship store, inviting GWM users and families to come together to share their experiences and celebrate the journeys they’ve taken with GWM vehicles.

At the opening ceremony, Parker Shi said, “the GWM TANK Alliance has been one of the largest off-road enthusiast carnival in this region and globally for GWM. These gatherings are part of GWM’s commitment to creating a more personal brand experience for Middle Eastern users, ensuring that each user feels part of the GWM family.” Welcoming they become the family of GWM and many happy kilometers to drive, Parker emphasized.

GWM has always been user-oriented. The logic behind it is to keep communicating with users continuously, and deepen users’ understanding of the brand so that users can gradually “know”, “be interested” and “like”. Pushing the highest-level relationship of “trust” and eventually towards global trust is not easy but it is what GWM has been pursuing.

GWM Moving Forward Together With Middle East

GWM DAY comprehensively demonstrates the strength of GWM from the dimensions of technology, partnership, TOC thought, and family-oriented business culture. That’s all the series themes of GWM DAYs conveyed. After years of accumulation and development in the Middle East market, GWM now has covered almost all countries in the Middle East Region with the most comprehensive products lineup, the comprehensive after-sale service system, the reinforced regional office, and most importantly the loyal and engaged owner communities. Since GWM understands that the brand isn’t just about cutting-edge technology, award-winning design, it’s more about people and their aspirations. At GWM, everything starts with, and evolves around people. The brand spirit tagline “Go With More” is the best interpretation of GWM’s vision for ever-pursuing for perfection.

As GWM continues to grow its footprint in the Middle East, it remains dedicated to the mission of “With the Middle East, for the Middle East.” Through its innovative products, dedication to service, and commitment to creating an enjoyable driving experience, GWM is well-positioned to become a leader in the Middle Eastern automotive market as a leading global brand. By cultivating strong relationships with users, partners, and communities, GWM is not just building a brand – it is building a community that is going with more tech, more style, more experience and more love for its 14 million users worldwide, with more generations to come.

Distributed by APO Group on behalf of GWM.

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Global Oil Demand to Hit 120.1M Barrels Per Day (BPD) by 2050, Says Organization of Petroleum Exporting Countries (OPEC) at African Energy Week (AEW) 2024

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Sharing insight into the recently-launched World Oil Outlook, OPEC underscored the role African producers will play in meeting the world’s rising demand for crude

CAPE TOWN, South Africa, November 8, 2024/APO Group/ — 

Global oil demand is projected to reach 120.1 million barrels per day (BPD) by 2050, while energy demand will rise 24% during the same period, says the Organization of Petroleum Exporting Countries (OPEC) Secretary General Haitham Al Ghais.

Delivering a keynote address at the African Energy Week: Invest in African Energies 2024 conference, Al Ghais said that African producers will play a central role in meeting rising demand.

To ensure security of supply to fuel this demand, our industries need to invest and boost investment levels significantly in the years to come

“Demand will be fueled by a world economy that is expected to more than double in size to more than $360 trillion by 2050. Driving this economic growth is the rapidly expanding world population, expected to reach 9.7 billion from the current 8 billion. Urbanization globally will continue to intensify. Over 600 million people are expected to move to new cities around the world, including Africa,” he said.

Al Ghais drew insight into OPEC’s recently-launched World Oil Outlook (WOO). Launched in September 2024, the 18th edition of the WOO featured a review and assessment of the medium- and long-term prospects for the global oil and energy sectors. The publication offers a comprehensive analysis of global supply and demand dynamics while taking into account the interplay between energy security, energy affordability and the need to reduce emissions. 

For Africa, which faces an energy crisis with over 600 million people lacking access to electricity and over 900 million people lacking access to clean cooking solutions, increasing oil and gas production is a fundamental requirement. As such, Al Ghais emphasizes the need to increase investment in oil and gas.

“Oil and gas will remain the predominant fuels in the energy mix. To ensure security of supply to fuel this demand, our industries need to invest and boost investment levels significantly in the years to come,” he explained.

However, Al Ghais pointed out that “For Africa, the future looks bright. It has an estimated 125 billion barrels of proven reserves of oil. It is vital that African countries develop these resources with access to the necessary funding and technology. This is vital for the economic and social development of the continent and its people.”

Distributed by APO Group on behalf of African Energy Chamber.

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Oando Wins ‘Deal of the Year’ Award at Africa Energy Week 2024

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Oando won the award in recognition of the Company’s recently completed landmark $783 million acquisition of the Nigerian Agip Oil Company (NAOC) from the Italian Energy firm Eni on August 22, 2024

CAPE TOWN, South Africa, November 7, 2024/APO Group/ — 

Oando PLC (“Oando” or the “Company”) (www.OandoPLC.com) Africa’s leading energy solutions provider listed on the Nigerian Stock Exchange (NGX) and Johannesburg Stock Exchange (JSE) is pleased to announce that the Company has emerged winner of the ‘Deal of the Year’ award at Africa Energy Week (AEW) 2024.

The Africa Energy Chamber (AEC), the  organisers of the annual week-long oil and gas conference, hosted and recognised different stakeholders at a Gala and Award night held at the Cape Town International Conference Center (CITCC), on Tuesday, November 5, 2024. In a category comprising other high-profile deals in the sector and across Africa, Oando won the award in recognition of the Company’s recently completed landmark $783 million acquisition of the Nigerian Agip Oil Company (NAOC) from the Italian Energy firm Eni on August 22, 2024.

This acquisition, 10 years in the making since Oando’s initial entry into the ConocoPhillips/NAOC/NNPC Joint Venture (JV) in 2014 when the Company acquired ConocoPhillips Nigeria business, doubled the company’s stake in the JV to 40% and operator of the assets.

We are delighted and honoured to receive the ‘Deal of the Year’ award from Africa Energy Week

In receiving the award, the Company’s Group Chief Executive, Wale Tinubu CON, remarked “We are delighted and honoured to receive the ‘Deal of the Year’ award from Africa Energy Week. It’s been a remarkable year on many fronts. First, we marked our 30th anniversary as a business, then concluded our strategic plan to acquire our second IOC in a decade, Nigerian Agip Oil Company (NAOC) and step up to the role of operator.

This award is more than just an accolade for a successful deal closure; it represents a public acknowledgement of the culmination of 30 years of grit, hard work, resilience, and sheer belief in our vision. It is a testament to my belief that with the #HumansOfOando, impossible is nothing. I’d like to thank the dream team, the #HumansOfOando, our financiers, and partners for their belief and role in making this award a reality.”

The acquisition is the culmination of a decade of preparation, strategic planning, and unwavering commitment to a vision of becoming Africa’s first indigenous International Oil Company. It is a testament to the organisation’s 30-year journey spanning the entire energy value chain, with consistent and deliberate actions at each stage that have led to the advancement of indigenous participation in the industry.

The Deal of the Year award “recognises the most transformative and impactful deal in the energy sector – honouring excellence in negotiation, strategic alignment, innovation and collaboration – and celebrates deals that drive advancements in energy and economic growth.”

With this year’s AEW theme of “Invest in Africa Energies: Energy Growth Through an Enabling Environment”, the AEC, through the AEW Awards 2024, recognised other persons, International (IOCs) and National Oil Companies (NOCs) across the continent through awards in 10 categories.

Distributed by APO Group on behalf of Oando PLC.

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