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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.

Business

SLB commissions new fluids systems plant in Pemba to support Mozambique’s offshore energy development

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Mozambique

New facility expands in-country drilling and completion fluids capability, advancing the next phase of SLB’s growth in Mozambique

PEMBA, Mozambique, October 9, 2026/APO Group/ –SLB (NYSE: SLB) (www.SLB.com) announced the opening of a new fluids systems plant in Pemba, Mozambique. The new facility strengthens in-country capacity to prepare, store and deliver drilling and completion fluids for offshore operations, reinforcing the infrastructure needed as Mozambique’s offshore activity grows and its role as a strategic energy hub for East Africa continues to expand.

The commissioning of the plant, also known as a liquid mud plant, coincides with SLB marking 70 years of operations in Mozambique. It reflects the company’s long-term commitment to investing in people, infrastructure and capability that support the country’s long-term offshore energy development plans.

 




  

With an initial storage capacity of 21,000 barrels, the liquid mud plant provides a scalable platform for future growth, supporting multiple customers and rising offshore activity while improving logistics and enhancing operational flexibility.

As SLB marks 70 years in Mozambique, this investment reflects our confidence in the country’s future and our commitment to supporting its energy ambitions

“As SLB marks 70 years in Mozambique, this investment reflects our confidence in the country’s future and our commitment to supporting its energy ambitions,” said Miguel Baptista, Central, East and Southern Africa, Managing Director, SLB. The new liquid mud plant strengthens local energy infrastructure, expands opportunities for local content development, and enhances our ability to support customers as they deliver some of Africa’s most significant offshore energy resources.”

The liquid mud plant project was delivered with strong local participation and that momentum is expected to continue into operations. During project delivery, more than 100 jobs were created in Pemba with nationals representing 80% of the workforce, reflecting a focus on building local capability.

The project was delivered with a strong focus on safety, operational integrity, and quality, achieving more than 67,000 hours worked without a recordable safety incident.

This key infrastructure strengthens SLB’s ability to support consistent service quality and enhance supply chain readiness for increasing offshore activity across Mozambique, supporting customers execute safely and efficiently while developing local skills and expertise.

Key Points:

  • SLB has commissioned a new fluids system plant in Pemba, expanding in-country drilling and completion fluids capability for offshore operations.
  • With an initial storage capacity of 21,000 barrels, the facility provides a scalable platform to support growing offshore activity in Mozambique.
  • The investment marks the next phase of SLB’s growth in Mozambique, strengthening local capability and supporting long-term offshore energy development.

Distributed by APO Group on behalf of SLB.

 

 




 

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South African Energy Storage Association (SAESA) welcomes 4,600 MW battery storage prioritisation and calls for integrated energy planning

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Battery energy storage systems (BESS) are becoming critical system infrastructure, supporting flexibility, reducing avoidable curtailment, shifting energy into periods of demand and strengthening security of supply

JOHANNESBURG, South Africa, October 9, 2026/APO Group/ –The South African Energy Storage Association (SAESA) (www.SAESA.org.za) welcomes the prioritisation of 4,600 MW of battery energy storage under the first Integrated Resource Plan (IRP) 2025 Section 34 determination.

 




  

The timing is significant. Recent Integrated Energy Plan (IEP) modelling and assumptions discussions highlighted a fundamental shift that South Africa’s energy planning now needs to capture: we cannot plan the future power system by counting megawatts of generation alone.

We must plan for when energy is available, where it is available, how it moves through a constrained grid and how it is stored and dispatched when the system needs it most.

The announcement reinforces that shift. Battery energy storage systems (BESS) are becoming critical system infrastructure, supporting flexibility, reducing avoidable curtailment, shifting energy into periods of demand and strengthening security of supply.

For SAESA, the message for the IEP is clear: storage, flexibility and system services must be modelled as integral components of South Africa’s future electricity architecture, with their contribution considered from the outset of generation planning.

“The IEP must plan the power system we are becoming, not simply model the power system we have inherited,” says SAESA.

The IEP must plan the power system we are becoming, not simply model the power system we have inherited

Partnership with C&I Energy + Storage Summit

SAESA is an association partner of the C&I Energy + Storage Summit, created by VUKA Group, taking place on 28–29 October 2026 at The Maslow Hotel, Sandton, Johannesburg.

The summit brings together commercial and industrial energy users, project developers, financiers, regulators and solution providers to explore practical approaches to energy security, procurement and storage deployment.

For businesses assessing how storage can support their operations, the event offers an opportunity to meet SAESA and engage with the wider energy community on the decisions shaping South Africa’s evolving electricity system.

Commercial and industrial energy decision-makers are invited to apply to attend as hosted buyers. Qualifying buyers receive complimentary summit access and curated opportunities to engage with industry partners.

 

Meet SAESA at C&I Energy + Storage Summit: Join the Hosted Buyer Programme

The Hosted Buyer Programme connects commercial and industrial energy decision-makers with solution providers shaping South Africa’s evolving private energy market.

Qualified energy buyers receive complimentary access to the summit and curated engagement with industry partners exploring energy procurement, storage deployment and project development.

Apply for the Hosted Buyer Programme (https://apo-opa.co/4ehLijJ)

Distributed by APO Group on behalf of VUKA Group.

 




 

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Afreximbank welcomes launch of Africa Credit Rating Agency as an important step in strengthening Africa’s financial architecture

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Expanding credible rating coverage can improve the information available to investors and support the development of deeper domestic and regional capital markets

PORT LOUIS, Mauritius, October 8, 2026/APO Group/ –African Export-Import Bank (Afreximbank) (www.Afreximbank.com) welcomes today’s launch of the Africa Credit Rating Agency (AfCRA), an important milestone in strengthening Africa’s financial architecture and expanding the continent’s capacity to generate credible, independent analysis of African credit risk.

 




 
 

Credit ratings play an important role in determining access to capital, influencing investor perceptions and shaping the cost at which governments, institutions and businesses can finance development. It is therefore essential that assessments of African credit risk are independent, rigorous and evidence-based, while reflecting a complete understanding of the structures, institutions and economic realities being assessed.

The establishment of AfCRA adds an important African-led source of credit opinion to the market. Its value will not be measured by whether it produces more favourable ratings, but by the credibility of its analysis, the quality of its data and transparency of its methodology, and its ability to deepen understanding of African sovereigns, sub-sovereigns and corporate credit.

This is particularly important given that many African issuers remain unrated, while local-currency and sub-sovereign markets continue to have limited rating coverage. Expanding credible rating coverage can improve the information available to investors and support the development of deeper domestic and regional capital markets.

AfCRA must set a new benchmark for the continent, maintain its independence, and remain wholly owned and controlled by Africans

Alongside fellow members of the Alliance of African Multilateral Financial Institutions (AAMFI), Afreximbank has consistently maintained that African Multilateral Financial Institutions should be assessed on the basis of their fundamentals, performance, legal frameworks, mandates and operating models. Ensuring that these institutional characteristics are properly understood is essential to achieving informed, balanced and credible assessments of African risk.

Commenting on the uniqueness of the African market, and need for AfCRA’s rating methodology to reflect this, Mr Denys Denya, Senior Executive Vice President, Afreximbank, said: “The rating methodology AfCRA develops must recognise the uniqueness of our environment and its institutional structures. The Agency must set its own standards and not follow those set elsewhere — it must build a unique identity that conforms to an ‘African best practice.”

Highlighting the need for the autonomy of the Africa Credit Rating agency as it takes off, Mr Denya added: “Most importantly, AfCRA must set a new benchmark for the continent, maintain its independence, and remain wholly owned and controlled by Africans. We must all use it, and in return expect a complete assessment of where we (Africa) stand: the strengths the market has ignored, and the weaknesses we still need to fix.”

AfCRA should therefore be seen as complementary to existing international and regional rating agencies, broadening the range of credible analysis available to investors and issuers while strengthening competition, transparency and analytical capacity within Africa’s credit markets.

As Africa seeks to mobilise the scale of capital required for industrialisation, trade, infrastructure and economic transformation, credible African institutions that improve information, strengthen market confidence and deepen the continent’s financial markets will become increasingly important.

Afreximbank congratulates the African Union, the African Peer Review Mechanism (APRM) and all those involved in bringing AfCRA from concept to launch, and looks forward to the contribution the Agency will make to deeper, more transparent and more efficient African capital markets.

Distributed by APO Group on behalf of Afreximbank.

 




 

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