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AI-powered measurement enables faster, more responsive decisions but poses transparency and control risks

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WARC

WARC releases The Future of Measurement 2026, exploring emerging trends in media and creative measurement

7 May 2026 – As marketing measurement continues to evolve, WARC, the global authority on marketing effectiveness, has today released The Future of Measurement 2026, a report that explores the latest emerging trends in media and creative measurement. It focuses on three key areas: the shift to outcomes measurement; how AI is moving measurement upstream; and the rise of creative intelligence.

Paul Stringer, Managing Editor Research and Insights, WARC, says: “Marketing measurement is no longer just about understanding what happened, but enabling better decisions about what to do next. Traditional approaches – based on attribution, proxy metrics, and post-hoc reporting – are becoming less relevant. Rapid advances in AI are enabling a more dynamic, continuous optimisation of both media and creative. However, the foundational challenges of transparency, governance, and data quality need to be addressed.

“This report explores the key trends shaping this new era of marketing measurement highlighting the fundamental questions and decisions that marketers need to act on.”

Key trends set to shape the measurement landscape over the next 12 months are:

Outcomes measurement gathers pace

Media is increasingly bought against outcomes, driven by greater access to data, digital platforms, and ROI pressures. But the ability to measure and optimise against them is developing unevenly across the ecosystem.

Digital platforms are embedding real-time, outcome-based optimisation directly into their advertising systems, while legacy media are still evolving from an audience-based measurement towards proving their impact using experiments and advanced modelling techniques. The result is a two-speed measurement landscape converging on the same goal: incremental growth.

With no single system providing a complete picture, and a lack of trust and transparency in data and attribution, particularly within digital platforms, marketers are advised to make independent validations and take a cross-platform approach that combine multiple data sources and insights to support better marketing investment decisions.

AI moves measurement upstream

Artificial Intelligence (AI) is primarily being used in measurement to automate data collection, cleaning and normalisation before human interpretation. It can also significantly increase the frequency of testing and modelling for advertisers.

AI promises to move marketing measurement upstream, from a reporting output into ‘decision system’ that supports more dynamic planning and optimisation.

Marketers are rightfully excited about its potential. However, without rigorous, independent validation, AI-driven measurement risks becoming a black box for budget allocation, producing outputs that may appear credible but are not transparent or reliably grounded in true causal signals.

The rise of creative intelligence

Creative quality is a key driver of advertising effectiveness, yet it remains undervalued and undermeasured by marketers making it harder to justify investment. This is changing thanks to advances in AI and machine learning.

Marketers are building creative intelligence capabilities, an integrated system that allows them to measure and optimise creative at scale. This enables them to forecast asset performance ahead of launch, continuously optimise creative assets in real time for engagement and effectiveness, and measure the true impact of creative on commercial outcomes.

However, creative intelligence faces several barriers to adoption, such as poor data quality and a lack of resources. It also demands a closer integration across people, processes and technology – particularly creative and media.

Marketers are advised to unify disciplines and workflows so creative and media work as one operating system. Investing in platforms that support end-to-end creative activation, optimisation, and measurement will be essential. Piloting is expected to begin with social channels, where creative data is easily accessible and closely linked to performance.

The Future of Measurement 2026 report is available to WARC subscribers. A WARC podcast will be available from 12 May.

The insights for The Future of Measurement report are based on a combination of exclusive data from WARC and external research studies and reports. It is part of WARC Strategy’s Evolution of Marketing, series of in-depth forward-looking reports on the marketing discipline through evidence-based insights and emerging trends, technologies, and other drivers of change.

 

Business

Morocco: African Development Bank Mobilises €205 Million to Extend High-Speed Rail Line and Strengthen the Kingdom’s Mobility and Logistics Competitiveness

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African Development Bank

By improving travel flow between the Kingdom’s major economic and urban hubs, the project will promote more sustainable mobility and enhance territorial connectivity

RABAT, Morocco, July 9, 2026/APO Group/ –The Board of Directors of the African Development Bank Group (www.AfDB.org) approved €205 million in financing for Morocco to support the implementation of the Rail Infrastructure Development Support Project (PADIF) on 8 July.

 

The operation aims to strengthen the capacity and operational performance of the Kenitra–Marrakech railway corridor, which carries a significant share of the country’s passenger and freight traffic. It will do so by extending the high-speed rail line (HSR) and upgrading the existing railway infrastructure along this strategic corridor.

 

By improving travel flow between the Kingdom’s major economic and urban hubs, the project will promote more sustainable mobility and enhance territorial connectivity.

 

Beyond its positive impact on mobility, the project will support the transition to more sustainable and environmentally friendly transport modes and deliver significant economic benefits by reducing travel times and logistics costs.

 

In the long term, it will strengthen Morocco’s logistics competitiveness and reinforce its role as a strategic hub linking Europe and Africa

“By combining the extension of the high-speed rail line with the modernisation of existing infrastructure, this operation will help accommodate growing passenger and freight traffic, facilitate trade flows, and reduce travel times,” said Achraf Tarsim, Head of the African Development Bank Group’s Country Office in Morocco. “In the long term, it will strengthen Morocco’s logistics competitiveness and reinforce its role as a strategic hub linking Europe and Africa.”

 

The project includes the acquisition of equipment to modernise railway infrastructure along the Kenitra–Marrakech corridor and around the Casablanca rail hub. This includes the supply of new rails and track components for conventional rail lines and the high-speed network, to increase corridor capacity and sustainably improve operational performance.

 

PADIF also incorporates a project management support component covering project ownership, engineering supervision, and the monitoring and evaluation of results and impacts, ensuring effective implementation.

 

By contributing to the development of resilient, sustainable, and high-value-added infrastructure, the operation is fully aligned with the African Development Bank Group’s Four Cardinal Points (https://apo-opa.co/4vWv2Mb) and the institution’s 2024–2029 Country Strategy Paper for Morocco. It also supports Morocco’s New Development Model and the Rail 2040 Plan, which aims to modernise the national railway network.

 

Since 1978, the African Development Bank Group has mobilised nearly €15 billion to finance more than 150 projects and programmes in Morocco. Its interventions (https://apo-opa.co/4wd803P) span strategic sectors, including transport, social protection, water and sanitation, energy, agriculture, governance, and the financial sector.

Distributed by APO Group on behalf of African Development Bank Group (AfDB).

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Institute for the Management of State Assets and Holdings (IGAPE) Launches Initial Public Offering (IPO) of Angola’s Largest Telecommunications Company

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IGAPE

The transaction comprises the sale of 7,500,000 ordinary registered book-entry shares, representing 15% of UNITEL’s share capital, each with a nominal value of AOA 5,000.00

LUANDA, Angola, July 9, 2026/APO Group/ –The Institute for the Management of State Assets and Holdings (IGAPE) (https://IGAPE.MinFin.Gov.ao), acting as the selling shareholder, launched the Initial Public Offering (IPO) of a 15% stake in UNITEL, marking one of the largest capital market transactions ever undertaken in Angola.

 

The transaction comprises the sale of 7,500,000 ordinary registered book-entry shares, representing 15% of UNITEL’s share capital, each with a nominal value of AOA 5,000.00. Upon completion of the offering, all 50,000,000 shares, representing the company’s entire issued share capital, are expected to be admitted to trading on the Angola Debt and Securities Exchange (BODIVA).

The final offer price will be determined within a price range of AOA 36,036.00 to AOA 40,040.00 per share. The price will be set following the bookbuilding process, based on investor demand during the subscription period.

The IPO comprises two tranches. The Employee Offering reserves 1,000,000 shares, representing 2% of UNITEL’s share capital, for preferential subscription by eligible employees. The General Public Offering comprises 6,500,000 shares, representing 13% of the company’s share capital, together with any shares remaining unsubscribed under the Employee Offering.

The subscription period opens at 2:00 p.m. on 6 July and closes at 3:00 p.m. on 24 July 2026, allowing retail, corporate and institutional investors to participate in what is expected to be a landmark transaction for Angola’s capital market.

Investors may submit subscription orders through the participating financial intermediaries: BFA Capital Markets, Áurea SDVM, Distribuidora Valor SDVM, Eaglestone SDVM, Standard Invest SDVM and Hemera Capital Partners Securities. Orders may also be placed through Banco Caixa Geral Angola and Banco de Fomento Angola via their branch networks, digital platforms, websites, telephone banking services and email.

With more than 21 million customers and operations across all 18 provinces of Angola, UNITEL has been the country’s leading telecommunications operator for the past 25 years. The IPO provides Angolan citizens and investors with the opportunity to become shareholders in one of the country’s most established companies and to participate in its future growth while supporting the continued development of Angola’s capital market.

Distributed by APO Group on behalf of Institute for the Management of State Assets and Holdings (IGAPE).

 

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Ancient Port, New Voyages: Ningbo’s Smart Manufacturing Expands Global Trade Footprint via Maritime Silk Road

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China

COLOMBO, SRI LANKA- Media OutReach Newswire – 9 July 2026 – On July 4, 2026, the cultural exchange event Encounter & Insight: Dialogue Between Ningbo, China and Colombo, Sri Lanka took place in Colombo.

Separated by thousands of miles, the two millennia-old port cities reconnected, leveraging their ports as a bond and cultural exchanges as a cohesive force to hold in-depth talks on integrated port-city development and bilateral economic and trade connectivity.

This cross-Indian Ocean dialogue echoes the ancient Maritime Silk Road while charting a brand-new outbound development path. As a pivotal starting port of the ancient Maritime Silk Road, Ningbo is building a new global trade landscape powered by smart manufacturing.

A thousand years ago, merchant vessels from Mingzhou Port set sail southward loaded with Yue Kiln celadon porcelain, passing through Ceylon to deliver Oriental crafts across the Indian Ocean coasts. Precious gemstones and spices traveled the same sea route back to regions south of the Yangtze River, laying the groundwork for the earliest cultural exchange between the two ports through trade. Today, the cargo carried by giant cargo ships has undergone a dramatic transformation. Beyond traditional daily necessities, intelligent equipment, digital home appliances and industrial robots now dominate shipments.

Official statistics show that Ningbo’s exports of intelligent equipment, including mechanical arms and industrial robots, hit 440 million yuan in 2025, surging more than 40% year-on-year. From January to May this year, Ningbo’s exports of mechanical and electrical products maintained steady growth, reaching 247 billion yuan, a 4.1% year-on-year increase and accounting for 58.0% of the city’s total export volume. The new energy foreign trade sector saw explosive growth, with exports of new energy vehicles, lithium batteries, and photovoltaic products jumping 138.4% year-on-year, with electric vehicle exports skyrocketing 215.9%. Smart manufactured goods are continuously expanding the scope of Ningbo’s foreign trade.

Complementing the Colombo forum, an exhibition highlights Ningbo’s outstanding going-global enterprises and their products, vividly illustrating the profound shift in Ningbo’s trade structure.

Alongside time-honored Maritime Silk Road staples such as celadon porcelain and silk, Ningbo’s smart manufactured products—including AI translation glasses, intelligent outdoor gear and digital small home appliances—occupy prominent display spaces across the venue. In Sri Lanka, Ningbo smart water meters are widely adopted nationwide, while handheld cooling fans and intelligent kitchen appliances have entered ordinary households.

Leveraging Colombo Port’s transshipment advantages, massive volumes of Ningbo smart manufactured goods are distributed onward to Europe, the Middle East and beyond. What Ningbo exports today is no longer mere commodities, but a complete outbound solution integrating technology, brand value and after-sales services.

Faced with mounting challenges including homogeneous global market competition and rising trade barriers, Ningbo’s manufacturing sector has abandoned the old model of low-cost OEM production, relying on intelligent transformation to consolidate its competitive edge in overseas markets.

Over more than a decade of digital transformation efforts, Ningbo has achieved full digital upgrading of all industrial enterprises above designated size. A large number of local factories have built unmanned black-light workshops and flexible production lines, escaping vicious price competition through continuous technological iteration. Represented by five specialized, sophisticated, distinctive and innovative enterprises dubbed Ningbo’s “Five Little Tigers”—famous for their core proprietary technologies, including highly sophisticated visual inspection equipment, heat-resistant materials, sun-proof coatings, puncture-proof materials and self-drilling fasteners—these niche manufacturers have developed differentiated technical routes and full-spectrum production capacity, cementing irreplaceable competitiveness for Ningbo smart manufacturing on global markets.

Beyond trade expansion, Ningbo has built a supporting cultural communication system to ensure “products go global, accompanied by local culture”.

The launch of Sri Lanka’s first “One-Meter Cultural Space” cultural station during the Colombo event marks a tangible milestone of Ningbo’s go-global initiative. Built on enterprises’ overseas outlets, these miniature cultural exhibition halls integrate intangible cultural heritage crafts, urban stories and smart products, enabling overseas clients to experience cutting-edge manufacturing while gaining insight into Ningbo’s profound cultural heritage.

During the twin-city story-sharing session, Ningbo entrepreneurs based in Sri Lanka and local designers blending Chinese and Sri Lankan aesthetics shared stories of bilateral exchanges. Economic and trade ties have evolved into a bond for people-to-people communication, bridging divides in cross-cultural trade.

From Tang-dynasty celadon porcelain sailing across the Indian Ocean to intelligent equipment shipping to every corner of the globe, Ningbo, the ancient Maritime Silk Road port, has preserved its enduring gene of openness. Where exchanges once relied purely on commodity trade, today smart manufacturing underpins a stable, diversified and high-value-added global trade network.

The Ningbo-Colombo dialogue stands as a vivid microcosm of this transformation: the port still links lands and seas, yet the core of its trade has undergone a full intelligent upgrade.

Rooted in its historical legacy as a key Maritime Silk Road hub, Ningbo has consolidated its industrial foundation through a decade of digital development, expanded global market reach via worldwide port networks, and softened trade cooperation through cultural exchanges. This brand-new outbound shipping route forged by smart manufacturing has not only reshaped the city’s foreign trade landscape, but also delivered a replicable port-city development model for Chinese manufacturing to go global.

 

 

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