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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.

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Nigeria and Senegal Must Follow Ghana and Mozambique Against Exclusionary Practices

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African Energy Chamber

African private sector leaders call for withdrawal from Frontier Energy events that marginalize local talent, championing inclusion, fair contracting and the Alliance model of partnership

JOHANNESBURG, South Africa, April 10, 2026/APO Group/ –The African private sector is raising the alarm over Frontier Energy Network’s policies that systematically exclude African professionals and service providers from meaningful roles in major energy forums. Such exclusionary practices threaten decades of progress in African energy development, including local capacity building, knowledge transfer and economic participation.

Frontier’s approach, framed as a global platform for Africa, is in practice a system that extracts value from the continent while denying Africans the opportunities to lead, participate and benefit. Marginalizing the very people who build, operate and sustain energy projects is not partnership – it is structural exclusion masquerading as opportunity.

African businesses – particularly in Nigeria and Senegal, which drive regional growth – must reassess their participation in platforms that perpetuate these policies. African capital, sponsorship and attendance cannot continue to legitimize forums where local stakeholders are systematically sidelined. Market access must be earned and mutually respected.

Mozambique and Ghana have already set a precedent. In March 2026, Mozambique’s oil and gas industry withdrew from the Africa Energies Summit in London, citing repeated failures by the organizers to improve diversity, transparency and inclusion of Black professionals in leadership, contracting and deal-making roles. In early April 2026, the Ghana Energy Chamber followed suit, formally pulling out of the same summit over discriminatory hiring practices that sidelined African professionals, executives and service providers. These coordinated actions send a clear message: Africa will no longer support platforms that deny its talent the right to lead, contribute and benefit.

Africa will no longer sit quietly while its talent is excluded from opportunities on its own continent

The gold standard for companies to thrive in Africa is robust collaboration with international partners while building local capacity – exemplified by Senegal-based energy services company Alliance Energy. Alliance has advanced African expertise in the sector, notably supporting the launch of the National Institute for Petroleum and Gas in Senegal to train young professionals for leadership roles, while backing diverse energy initiatives across power, solar, gas and wind that strengthen Senegal’s position as a regional energy hub.

This success demonstrates that African companies flourish when local talent, leadership, contracting and workforce development are central to execution, alongside strategic partnerships with the US, UK and Europe. Any entity attempting to operate in Africa without a commitment to hiring or contracting local professionals threatens not only the ecosystem that nurtured companies like Alliance Energy but also the continent’s broader ambition to grow regional capability, ownership and sustainable energy development.

“The message is simple,” says Dr. Ndjuga Dieng, Managing Director of Alliance Energy. “Africa will no longer sit quietly while its talent is excluded from opportunities on its own continent. Nigeria, Senegal and all African nations must follow the lead of Ghana and Mozambique by standing against platforms that discriminate. Protect your people, your companies and your energy future. Inclusion is not optional – it is the foundation of growth.”

African energy markets have historically thrived on collaboration, both within the continent and with international partners. Events such as the Offshore Technology Conference (OTC) and the Invest in African Energy (IAE) Forum exemplify this model, integrating African executives, policymakers and service providers into core programming, deal-making and knowledge transfer.

African stakeholders must prioritize platforms that respect local content, equitable hiring and fair contracting. Strategic withdrawal from exclusionary events is not isolationism – it is a stand for principle, economic logic, and the future of Africa’s energy sector. The continent defines its own trajectory and will engage only with partners that recognize African talent as integral, not optional, to the industry’s future.

The position advanced by Alliance Energy aligns with broader advocacy across the continent, including that of the African Energy Chamber, which has consistently called for stronger local content policies, fair contracting practices and greater inclusion of African professionals across the energy value chain. This alignment underscores a growing consensus among African private sector leaders that sustainable industry growth depends on meaningful participation by local companies and talent, not their exclusion.

Distributed by APO Group on behalf of African Energy Chamber.

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Sheraton Nouakchott marks the entry of Marriott International in Mauritania

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Nouakchott

As Mauritania’s cultural and economic heart, Nouakchott offers visitors a glimpse into the serene beauty and rich heritage that define this remarkable Northwest African nation

We are proud to have brought Marriott International to Mauritania with the opening of Sheraton Nouakchott, the first internationally operated and branded hotel in the country

NOUAKCHOTT, Mauritania, April 10, 2026/APO Group/ –Sheraton Hotels & Resorts, part of Marriott Bonvoy’s (www.Marriott.com) portfolio of more than 30 hotel brands, recently celebrated the opening of Sheraton Nouakchott Hotel (https://apo-opa.co/4t3YGO4), marking the entry of Marriott International into a new territory, Mauritania. Since opening its doors, Sheraton Nouakchott has, positioned itself as a new hub for business, events and leisure in the Mauritanian capital.

 

Nouakchott, the capital of Mauritania, is a coastal city where tradition and modernity meet. Nestled between the vast Sahara and the Atlantic Ocean, it serves as a gateway to the country’s breathtaking natural landscapes, from golden dunes and tranquil oases to rugged coastlines and untouched desert plains. As Mauritania’s cultural and economic heart, Nouakchott offers visitors a glimpse into the serene beauty and rich heritage that define this remarkable Northwest African nation.

Ideally located near iconic landmarks such as the Marché Capitale and the National Museum of Mauritania, as well as Nouakchott’s beaches and fishing port — and just a short distance from the desert — Sheraton Nouakchott offers an ideal base from which to discover the destination.

“We are proud to have brought Marriott International to Mauritania with the opening of Sheraton Nouakchott, the first internationally operated and branded hotel in the country. Since welcoming our first guests, the hotel has quickly established itself as a destination for both travellers and the local community. This milestone underscores our commitment to delivering exceptional hospitality experiences in emerging markets, while celebrating the culture and character of each destination,” said Sandra Schulze‑Potgieter, Vice President, Premium, Select & Midscale Brands, Europe, Middle East & Africa, Marriott International.

Local design inspiration

Traditional crafts, from wood carving to metalwork, are woven throughout the hotel’s materials and furnishings, creating spaces that feel both rooted and refined. Every detail tells a story of local artistry, heritage and place, offering guests an immersive experience inspired by Mauritania’s cultural and natural beauty.

Inspired by the legendary landmarks along the Trans‑Saharan trade route, the hotel’s design blends regional heritage with contemporary elegance. The circular ceiling of Feast restaurant draws inspiration from the Richat Structure, also known as the Eye of Africa. Earthy tones and organic materials reference the dramatic landscapes of the Adrar Mountains, while patterns inspired by Chinguetti and Oualata are reinterpreted throughout guest rooms, public spaces and Bene restaurant.

Meeting spaces echo the stone architecture of Tichitt, one of West Africa’s oldest towns and a historic caravan hub.

Guest rooms and suites with local charm

Sheraton Nouakchott features 200 spacious guest rooms and suites, including two Presidential Suites, combining contemporary comfort with subtle local touches. All rooms are equipped with the latest technology and Sheraton signature amenities, including the iconic Sheraton Sleep Experience.

The Sheraton Club offers Marriott Bonvoy Elite members and Club guests an elevated, all‑day experience, with curated food and beverage offerings, premium amenities, enhanced connectivity and a private environment designed for both productivity and relaxation.

Local flavours meet international influence

The hotel features two restaurants, a Lobby Bar and a Pool Bar. Feast, the all‑day dining restaurant, serves locally inspired and international dishes made with seasonal ingredients. Bene offers an immersive Italian dining experience in a warm, inviting setting. The Lobby Bar provides a relaxed meeting point from morning coffee to evening gatherings, while the Pool Bar offers refreshing drinks and light bites by the outdoor pool.

 

Facilities offering a resort feel in the heart of the city

Despite its central urban location, Sheraton Nouakchott delivers a resort‑like atmosphere, centred around an expansive outdoor pool. Guests can maintain their fitness routines in the fully equipped fitness centre — featuring separate floors for women and men, hammam and sauna — or enjoy the outdoor tennis court. The Sheraton Spa features three treatment rooms, offering a peaceful retreat after a day of exploration or meetings.

Meetings & events curated to perfection

Sheraton Nouakchott offers more than 2,600 square metres of flexible Meetings & Events space, including a Grand Ballroom, a Ballroom and four additional meeting rooms. A signature Sheraton Community Table sits at the heart of the hotel, providing a welcoming space for informal meetings, remote work and collaboration. A dedicated events team ensures seamless delivery from concept to execution.

Gatherings by Sheraton

In line with Sheraton’s global community‑centred approach, Sheraton Nouakchott hosts Gatherings by Sheraton, curated weekly experiences designed around enrichment, renewal and local stories. Guests and locals can take part in Mauritanian mixology sessions using local mint tea and fruits, or storytelling evenings inspired by Saharan traditions.

Distributed by APO Group on behalf of Marriott International, Inc..

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African Energy Chamber (AEC) Supports Perenco Partnership to Advance Industry 4.0 Skills in Central Africa

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African Energy Chamber

The African Energy Chamber welcomes Perenco Cameroon and Perenco Gabon’s partnership with UCAC-ICAM to launch an Industry 4.0 lab, advancing local skills development and strengthening Africa’s industrial future

JOHANNESBURG, South Africa, April 9, 2026/APO Group/ –A new partnership between Perenco Cameroon, Perenco Gabon and the UCAC-ICAM Institute in Douala to establish an Industry 4.0 laboratory marks a significant step toward aligning academic training with the evolving needs of the energy and industrial sectors. The facility will give students access to advanced automation, digital simulation and smart production technologies, helping close the gap between academic learning and the practical, industry-ready skills required across Central Africa’s industrial landscape.

 

As the voice of Africa’s energy sector, the African Energy Chamber (AEC) welcomes the initiative as a scalable model for local content development. By equipping students with Industry 4.0 capabilities, the laboratory directly supports the Chamber’s mandate to ensure greater in-country value creation and workforce participation across Africa’s energy value chain. The initiative also addresses critical skills shortages, enabling operators to increasingly rely on locally trained talent.

 

Developing local skills is fundamental to building a competitive and sustainable energy sector in Africa

The partnership underscores Perenco’s long-term commitment to sustainable development and capacity building in Cameroon and Gabon. Designed as a mini-factory, the UCAC-ICAM laboratory enables students to engage with real-world industrial tools and processes. This hands-on approach will support the development of engineers and technicians capable of contributing to key projects, including operations in the Rio del Rey Basin and infrastructure developments such as the Cap Lopez LNG terminal in Gabon.

 

Students across multiple disciplines will benefit from hands-on exposure to the lab’s advanced technologies. General Engineering students will train using robotic systems and virtual reality simulations, while Computer Science Engineering students will focus on industrial IoT and smart technologies. Process Engineering students will gain experience in automated production systems, and Petroleum program students will develop expertise in energy systems and instrumentation control. Graduates from UCAC-ICAM are being actively recruited by leading companies operating in Douala, reflecting growing demand for locally trained, industry-ready talent.

“Developing local skills is fundamental to building a competitive and sustainable energy sector in Africa,” says NJ Ayuk, Executive Chairman of the AEC. “This partnership demonstrates how industry and academia can work together to create a highly skilled workforce that will drive Africa’s industrialization and energy future. It is exactly the type of initiative needed to ensure Africans play a leading role in developing the continent’s resources.”

The UCAC-ICAM laboratory represents a strategic investment in Africa’s industrial and energy future. By strengthening local capacity, advancing technology adoption and supporting independent operators, the initiative aligns with the AEC’s broader vision of a self-sufficient and globally competitive African energy sector.

Distributed by APO Group on behalf of African Energy Chamber.

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