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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

Hong Kong sets out initiatives to secure long-term development of pillar industries

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HONG KONG SAR – Media OutReach Newswire – 19 September 2026 – Hong Kong’s Chief Executive John Lee rolled out various measures to develop Hong Kong’s key economic centres when he unveiled the First Five-Year Plan for Economic and Social Development of the Hong Kong Special Administrative Region (HKSAR) (2026-2030) and his fifth Policy Address on September 16.

Under Hong Kong’s First Five-Year Plan, Hong Kong will focus on strengthening the four centres, developing the hub for high-calibre talent, consolidating and enhancing its competitive edge as an international city.

 




 
 

Hong Kong’s status as world-renowned international financial, maritime and trade centres as well as an international aviation hub underpin the city’s high-quality development and provide a firm foundation for the city’s long-term stability and prosperity.

“We will consolidate and enhance Hong Kong’s status as an international financial centre, and stay committed to our global positioning,” Mr Lee said. “Hong Kong will deepen the development of its global offshore Renminbi business and capital market, develop an international asset and wealth management centre and international risk management centre, enhance the securities market and expand fixed income and commodity trading.”

Hong Kong has become the world’s largest cross‑boundary wealth management centre this year, and the HKSAR Government will continue to develop a more attractive asset and wealth management ecosystem, Mr Lee said.

Hong Kong will develop a commodity trading ecosystem with gold as an entry point by driving the development of the clearing system, storage, supply, and infrastructure related to gold trading. The city’s central clearing and settlement system for gold will be officially launched in the first quarter of 2027.

“The significance of the First Five-Year Plan for Hong Kong lies in a mindset shift; we must plan Hong Kong’s financial development with a longer-term vision and broader perspective to adapt with flexibility and diversity,” said Christopher Hui, Hong Kong’s Secretary for Financial Services and the Treasury. “Each of our initiatives centres around one objective, which is to elevate Hong Kong from a ‘corridor of capital’ to a ‘destination of choice’.”

Hong Kong was ranked the world’s fifth‑largest entity in merchandise trade in 2025. The HKSAR Government announced plans to consolidate and enhance Hong Kong’s status as an international trade centre, playing a greater role in the high‑level opening up of the Chinese Mainland.

Since the Task Force on Supporting Mainland Enterprises in Going Global was established last October, it has provided assistance, including listing and raising capital in Hong Kong, aligning with overseas standards, acquiring industry certifications and fulfilling compliance requirements for more than 340 Mainland enterprises.

The Task Force will strengthen collaboration with professional organisations to train talent for the GoGlobal initiative and enhance professional services, among other areas.

“In alignment with the National 15th Five-Year Plan’s call to advocate and practise true multilateralism, the First Five-Year Plan proposes to continue expanding international economic and trade network,” said Algernon Yau, Hong Kong’s Secretary for Commerce and Economic Development.

“We will actively forge free trade agreements and investment agreements with economies that are of development potential or strategic locations. Meanwhile, we will expand our network of overseas offices, and leverage the combined networks of our overseas Economic and Trade Offices, InvestHK, and the Hong Kong Trade Development Council offices globally to deepen overseas ties and step up trade and investment promotion.”

As an international maritime centre, Hong Kong has ranked fourth globally in maritime comprehensive strength for seven consecutive years. The Five-Year Plan will drive a “volume to value” transformation of the Hong Kong Port, capitalising on its strengths in high value‑added maritime services, to develop Hong Kong into a “Global Maritime Capital”.

To promote high value-added services, the industry will develop “Finance + Shipping”.

Taking advantage of the city’s well‑established maritime finance, insurance and maritime arbitration under common law, Hong Kong will build an integrated ecosystem under which Hong Kong‑invested enterprises adopt Hong Kong law, take out Hong Kong insurance and choose for arbitration to be seated in Hong Kong.

Regarding aviation, Hong Kong’s passenger throughput recorded a year‑on‑year increase of 15% last year, to 61 million, with flights to over 220 destinations. The city’s air cargo throughput reached 5.07 million tonnes, making its airport the world’s busiest cargo airport for the 15th year since 2010.

To strengthen development as international aviation hub, Hong Kong will expand its aviation network, and diversify business opportunities.

The HKSAR Government will continue to take the initiative to visit South America, Africa, Central Asia, the Middle East and the Caucasus to expedite the conclusion of new air services agreements and the expansion of traffic rights, thereby assisting the industry in exploring new passenger and cargo sources.

As for building Hong Kong as an international innovation and technology centre, the HKSAR Government will step up its efforts to promote artificial intelligence (AI) applications across various trades, and continue to strike a balance between encouraging innovation and protecting security, thereby enhancing Hong Kong’s international competitiveness in AI development.

In alignment with the national strategic technology areas, Hong Kong will focus on core technologies such as life and health, AI and robotics, microelectronics, new energy, advanced manufacturing and new materials. It will also continue to raise the ratio of Total Domestic Expenditure on Innovation Activities to Gross Domestic Product, striving to reach 3% after 2030.
 




 

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Hong Kong’s Chief Executive takes to the airwaves to discuss his strategic vision for development under the city’s First Five-Year Plan

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HONG KONG SAR – Media OutReach Newswire – 18 September 2026 – Hong Kong’s Chief Executive, John Lee, took part in a radio phone-in programme this morning (September 18), fielding questions about the First Five-Year Plan for Economic and Social Development of the Hong Kong Special Administrative Region (HKSAR) (2026-2030) and his fifth Policy Address, which were unveiled on Wednesday (September 16).

 




 
 

Quizzed on various aspects of the HKSAR Government’s new blueprint for economic and social development, Mr Lee said the inaugural Five-Year Plan set out five main objectives for Hong Kong: better livelihoods for all; breakthroughs in economic development; expanding global competitiveness and influence; faster development of the Northern Metropolis; and to better serve the country.

“The strength of Hong Kong is its international status, and we have been emphasising on how we ensure the internationalism or the ‘internationalness’ of Hong Kong. We are expanding to cover every part of the world where we can reach,” Mr Lee said, noting that the Government had offices, including Economic and Trade Offices, and the offices of Invest Hong Kong and the Hong Kong Trade Development Council, in countries around the world. “I’m very serious about expanding our network.”

Since taking office four years ago, Mr Lee has led delegation visits to regions, including ASEAN Member States, the Middle East, and recently Central Asia. “And my colleagues really go more often to different parts of the world, so for South Africa, and also Kenya and these are the very popular African places that my colleagues go to visit,” he added.

To boost Hong Kong’s influence in overseas markets, Mr Lee highlighted the example of the International Organization for Mediation (IOMed).

“We are very proud to have the headquarters of IOMed set up in Hong Kong, because this is an organisation which is of United Nations status,” Mr Lee said. He added that an international office would be set up in Hong Kong under the global network of corruption prevention authorities. “Hong Kong is an international city, which not just is very good at doing business, but is exercising its responsibility as a global participator, and also, we really can contribute.”

“And this is also very important, because it just means how, in different areas, Hong Kong is doing very well, and also very connected to the world. And not just being a member, but being a contributor, being really a driver, and we want to share our good experiences, and also learn from other experiences.”

The First Five-Year Plan and the 2026 Policy Address placed strong focus on speeding up the development of the Northern Metropolis (NM) project, so as to boost long-term economic development, improve people’s livelihoods and help the city to further integrate into overall national development.

“The Northern Metropolis represents about one third of our geographical area. So it is a big piece of land that gives us new opportunities. An opportunity to upgrade ourselves, both from the accommodation angle as well as development angle,” Mr Lee said.

Beyond the city’s core economic strengths such as finance, shipping and trade, Mr Lee said the NM would provide room for diversifying local industries, creating new jobs and a brighter future as more development opportunities emerge from different kinds of industries as well as closer alignment with national development.

“The NM is actually mentioned in our country’s 15th Five-Year Plan. That means it is not just a Hong Kong development, it has been elevated as a state-driven project. And with the elevation of position, we will have to work hard. And I am sure that the Central Government will also help us to ensure that this will be a success story.

“And so, doing the Five-Year Plan has this advantage. We will capitalise on all the opportunities that the state can give us. At the same time, we will remain very fully connected to the international world. So we have the beauty of both worlds.”

Asked about Hong Kong’s approach to adopting artificial intelligence (AI), Mr Lee stressed the need to take advantage of the opportunities brought by AI, while also protecting against the risks of AI, in areas such as crime, fraud, sexual abuse and potential negative impacts on younger people.

“Last year, we talk very much about how we should benefit from the application of AI, how it will do things faster, and how it will also do things more correctly,” Mr Lee said.

“So while we develop and ensure people understand and use it, we also need to tell everybody the potential risks that it will bring.”

Mr Lee said the Government would create a post of Commissioner for AI, with a mandate that he is “the chief for the whole government, in terms of AI. It means setting the policy. It means coordinating resources, identify problems for them, setting the best practices, issuing guidelines. And also, very importantly, is developing AI for the whole of government with a view to, after we have developed our experience, let the world also learn from these experiences.”
 




 

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Deals, Drilling and New Entrants Define Angola Oil & Gas 2026

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Eleven agreements, new exploration commitments and billions of dollars in planned investment highlight Angola’s push to convert upstream reform into projects, production and broader energy-sector growth

LUANDA, Angola, September 18, 2026/APO Group/ –The Angola Oil & Gas (AOG) 2026 Conference and Exhibition – organized by Energy Capital & Power (https://EnergyCapitalPower.com) – concluded in Luanda with a clear emphasis on accelerating exploration and production. Across three days, 11 deals were signed, new entrants outlined plans to establish positions in the country and existing operators committed billions of dollars to further exploration and development. The outcomes of the event reaffirm AOG as the official investment platform for the country’s oil and gas sector.

 




  

Eleven Deals Advance Angola’s Investment Pipeline

Eleven agreements were formalized during AOG 2026, spanning new acreage, mature-field investment, financing, gas-based industry and emissions reduction. Angola’s National Oil, Gas & Biofuels Agency (ANPG) signed agreements with international oil companies covering deepwater Blocks 19, 34 and 35; Blocks 8 and 22; Block 33/24; Blocks 17/25 and 32/21; and further investment in Block 32. Agreements also supported incremental production at Blocks 15 and 31, financing for Etu Energias’ expansion at Block 14 and the social responsibility component of Amufert’s planned $2 billion Soyo fertilizer complex.

Exploration Moves to the Forefront

The ANPG set a target of at least 10 wells annually as Angola seeks to rebuild its exploration pipeline and offset mature-field decline. Shell pledged to pursue exploration aggressively following three agreements signed at AOG. Corcel is also considering a mid-2027 exploration well at KON-16 in the onshore Kwanza Basin following completion of a 326-line-km 2D seismic campaign.

TotalEnergies, Chevron Double Down

Existing operators used AOG to reaffirm long-term investment. TotalEnergies announced plans to invest $10 billion alongside project partners across its Angolan portfolio over the next five years, while further investment at Dalia could unlock up to 400 million barrels under Angola’s incremental-production framework. Chevron plans additional investment in Block 0 following the concession’s extension to 2050.

Pertamina, Panoro Eye Angola Entry

AOG also brought indications of new international participation. Indonesia’s Pertamina announced plans to pursue an upstream operator role in Angola. Panoro Energy, meanwhile, is assessing opportunities across Angola’s onshore, offshore, frontier and brownfield segments. Senior Advisor Tim O’Hanlon said that “it won’t be long before we are in Angola,” highlighting favorable fiscal terms and increasing competition.

It won’t be long before we are in Angola

Pre-Conference Sets Investment Agenda

AOG 2026 began with a dedicated pre-conference program focused on Angola’s next phase of oil and gas development. Workshops and technical discussions examined gas infrastructure, downstream markets, exploration technology and investment opportunities, setting the stage for the commitments announced during the main conference.

Gas and Refining Shift Toward Domestic Value Creation

Angola’s Gas Master Plan emerged as a major industrialization platform, targeting approximately $13 billion in midstream and downstream investment across five hubs. Downstream expansion is advancing in parallel. Angola is targeting 425,000 barrels per day of refining capacity across Luanda, Cabinda, Lobito and Soyo as it seeks to reduce a refined-product import bill that reached approximately $1.96 billion in the first half of 2026.

AOG Recognizes Industry and Emerging Talent

The AOG Awards recognized achievements across the value chain, with Azule Energy named Game Changer of the Year, Sonangol Explorer of the Year, Etu Energias Local Company of the Year and the Cabinda Refinery Downstream Player of the Year. Aníbal Octávio Teixeira da Silva received the Lifetime Achievement Award.

Four female students – Abigail Francisco Boa, Chana Lisboa, Genilda Ricardo and Madalena Yanesa Ramos Neto – also received the Albina Faria de Assis Pereira Africano Scholarship, which provides financial support to leading female entrants to Angola’s National Petroleum Institute.

ANPG Expands Investor Access

The ANPG took another step toward improving the investment environment, launching an upgraded website featuring AI-powered search and a dedicated investor space. The platform provides greater access to industry data, investment opportunities and ANPG teams, supporting faster communication between the regulator and prospective investors.

Exhibition Connects Industry Players

Alongside the conference, the AOG 2026 exhibition brought together operators, service companies, technology providers and government institutions, providing a platform to showcase projects, capabilities and investment opportunities across Angola’s oil and gas value chain.

Distributed by APO Group on behalf of Energy Capital & Power.

 




 

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