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Marketers are leaving value on the table by failing to measure the full impact of their marketing investments

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Marketing
The Future of Measurement 2024, part of WARC’s Evolution of Marketing programme,  explores major trends and emerging best practices in measurement
18 April 2024 – As cookies are phased out and new measurement techniques come to the fore, 2024 will be a year defined by disruption, uncertainty and experimentation.
According to WARC data, only a small fraction of marketers (2%) are using the following measurement techniques in combination – marketing mix modelling (MMM), experiments, attribution – to assess the full impact of their marketing. 
As measurement continues to evolve, WARC, the global authority on marketing effectiveness, has today released The Future of Measurement, a report examining the latest trends and emerging best practices of marketing measurement. The report focuses on four key areas: AI and the growth of synthetic data, the demise of third-party cookies, hurdles in holistic measurement and closing the sustainability gap. 
Paul Stringer, Managing Editor Research and Insights, WARC, says: “Amidst the swirl of excitement around Gen AI, another significant inflection point is fast approaching. In Q3 of this year, Google is finally due to phase out third-party cookies. While the threat of cookie deprecation has loomed for some time now, evidence suggests that advertisers are neither fully prepared or aware of the different solutions available.
“With measurement continuing to evolve in several directions at once, marketers find themselves battling multiple headwinds: not only the demise of third-party cookies, but new regulations around sustainability reporting, and, of course, the growing influence and impact of AI. All of which we address in this report.”
Key challenges and trends outlined in The Future of Measurement report, and what marketers can do to keep pace with emerging best practices in measurement are: 
Hurdles in holistic measurement: only 2% of marketers are using attribution, experiments and marketing mix modelling (MMM) in combination to measure marketing impact 
Most marketers are failing to use the full range of techniques that enable them to measure the full impact of their marketing activities. Data from WARC’s Marketer’s Toolkit survey shows only 2% of marketers are using attribution, experiments and marketing mix modelling (MMM) in combination for measurement, whilst a further 22% say they don’t use any modelling at all.
Guidance highlights three techniques that are critical to holistic measurement. Each technique brings strengths that can offset the weaknesses of the other. 
Attribution: The process of assigning credit to the different touchpoints that are found on a user’s path to a conversion. Fast and easy to scale, it gives real-time insight into drivers of performance. But, it is limited to digital channels and is best for measuring short-term impact.Experiments:  Uses randomised controlled experiments to compare the change in consumer behaviour between groups that are exposed or withheld from marketing activity while keeping all other factors constant. It is the gold standard to measure causality but can be difficult to scale.Marketing mix modelling (MMM): Utilises advanced statistics to give a holistic overview of all channels, sales, and external factors. Can provide a longer-term view of media impact, but can be expensive and requires at least two years of historical data. 
AI and the growth of synthetic data: 60% of data used to develop AI and analytics applications will be synthetically generated
Unlike ‘real’ data, which is based on observations from the real world, synthetic data is produced artificially to emulate it using purpose-built mathematical models or algorithms. 
Synthetic data has a variety of applications in marketing, including pricing, customer journey planning, competitor analysis and new product development. It also negates customer privacy issues, as it has no personal information attached to it, and can conduct market research quicker and cheaper. 
By this year, Gartner has estimated that 60% of the data used in AI and analytics projects will be synthetically generated, and according to Straits Research, the global market for synthetic data generation is projected to grow by 37% between 2023 and 2031.
However, AI-based insights bring new risks to marketing research. Generative AI tools can amplify bias, trigger privacy breaches and deliver inaccurate results. Marketers should develop clear ethics and best practices when working with these tools.
Tim Geenen, CEO and co-founder, Rayn HQ, says: “There are many benefits to [producing synthetic data], from achieving more accurate results, to building new data sets that reflect our diverse society and opening the door to advanced ways of understanding audiences.”
The third-party cookie countdown: Only half (51%) of marketers are prepared for the deprecation of third-party cookies
The phasing out of cookies is due to take place in Q3 of 2024, severely limiting the ability of companies to track individuals online. Yet many marketers are still not prepared. According to a recent survey by IAB Europe, only half are prepared for the deprecation of third-party cookies. 
A lack of education and awareness of post-cookie alternatives are a barrier to progress.
As advertisers look to combat signal loss, they will have to get comfortable testing a broad range of targeting and measurement solutions to discover what works best for their business. 
Proposed solutions include: contextual advertisingidentity solutionsfirst party dataattention measurement, Google’s ‘Privacy Sandbox’, and predictive audiences using AI.
Closing the sustainability gap: only a quarter (24%) of advertisers are measuring digital advertising emissions  
Over the last five years, sustainability has ranked as a top issue by respondents to WARC’s annual Marketer’s Toolkit survey. However, recent research by Scope3 concludes that there has been ‘no evidence of systemic behaviour change’ in the advertising industry to reduce carbon emissions, and according to IAB Europe, only a quarter (24%) of marketers said they are measuring emissions from digital advertising.  
The compound effect of these trends is that many marketers are failing to act on sustainability – in objective setting, asset development, supply chain management, consumer messaging, and the measurement of emissions from digital ads.
New regulations and directives in both Europe and the United States coming in 2024 mean companies will need to provide more granular data on their carbon emissions – including those generated by advertising. 
Lack of standards is a major barrier to accurate and comparable carbon measurement, although work is underway by the Global Alliance for Responsible Media (GARM) and Ad Net Zero to create a common currency and methodology. 
Research by MagnaLumen and Adelaide suggest that advertising in high quality media environments with higher engagement generate lower carbon emissions. 
Vicky Foster, VP Global Commercial Partnerships, Adform, said: “By working with the right partners, platforms, and practices, ones that have sustainability, transparency, and efficiency at their core and accept no compromise between these pillars, the industry as a whole can make the elimination of waste a reality rather than simply paying lip service.”  
Read a sample report of The Future of Measurement here. WARC subscribers can read the report in full. A podcast will be available from 23 April. 
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, 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.

Energy

Africa Finance Corporation (AFC), Development Finance Corporation (DFC), Standard Bank and Africa50 Lead Finance Lineup at African Mining Week 2026

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Standard Bank

Leading development finance institutions, commercial banks and private investment firms will explore financing strategies that can unlock the continent’s estimated $29.5 trillion in mine-site mineral wealth at AMW 2026

CAPE TOWN, South Africa, July 17, 2026/APO Group/ –As Africa moves to unlock an estimated $29.5 trillion in mine-site mineral value, development finance institutions, commercial banks and private investment firms are expanding financial support to help transform the continent into a globally competitive mining hub.

The growing role of financiers in unlocking Africa’s mining value chain will take center stage at African Mining Week (AMW) 2026, taking place October 14–16 in Cape Town. The event will bring together leading financial institutions – including Africa Finance Corporation (AFC), the U.S. International Development Finance Corporation (DFC), the Industrial Development Corporation of South Africa (IDC), Standard Bank, Absa Bank, Trade and Development Bank (TDB), Africa50, Apeiron Investment Group and World Mining Investment – to showcase financing models supporting mining development across the continent.

AMW comes as momentum behind mining finance continues to accelerate. In July 2026, AFC, DFC and the Development Bank of Southern Africa reached financial close on the $753 million Lobito Corridor Railway Project, one of Africa’s most significant infrastructure investments supporting the mining sector. The project will rehabilitate 1,300 km of railway linking Angola’s Port of Lobito with the DRC and Zambia, creating a faster and more cost-effective export corridor for copper, cobalt and other strategic minerals.

At AMW 2026, Vibhuti Jain, Managing Director & Regional Head for Africa at DFC, is expected to discuss the institution’s growing investment portfolio and the U.S. strategy to strengthen critical mineral supply chains through Africa.

The event also comes as South Africa strengthens exploration finance through the IDC-managed Junior Exploration Fund. In June 2026, the IDC reached a new financing milestone, increasing the number of junior mining companies supported through the fund to 13. Earlier in the year, the IDC expanded the fund’s capital allocation to R600 million, advancing the country’s efforts to revive exploration, stimulate greenfield development and strengthen the participation of locally owned mining companies. Thabiso Sekano, IDC’s Head of Mining and Metals, is expected to discuss the fund’s progress alongside broader initiatives supporting the mining industry through investments in industrial infrastructure.

Infrastructure finance will also be a key focus at AMW 2026, with Simbarashe Chikarango, Head of Project and Infrastructure Finance at TDB, and Folaseto Akin-Olugbade of Africa50 expected to highlight investments aimed at addressing the energy, transport and logistics constraints that continue to limit mining productivity.

 

TDB recently partnered with several financial institutions to launch a $176 million energy investment platform that will accelerate private-sector electrification across sub-Saharan Africa. The bank is also providing a $150 million syndicated facility to Mota-Engil Africa to finance transport, mining and infrastructure projects across multiple African markets. Meanwhile, Africa50 is supporting Kenya’s $311 million electricity transmission public-private partnership, strengthening power infrastructure essential for mining and industrial development.

Commercial banks are likewise expanding their mining portfolios. Standard Bank and Absa Bank recently participated in a $130 million financing package for South African mining company Tharisa, supporting the company’s long-term growth strategy. Standard Bank also arranged a $150 million financing facility for Rosh Pinah Zinc Corporation in Namibia to support mine expansion, reinforcing its commitment to financing strategic mining projects across Southern Africa.

Deerosh Maharaj, Executive Head for Energy, Infrastructure and Mining at Standard Bank, and Shirley Webber, Managing Principal and Coverage Head for Resources and Energy at Absa Bank, are expected to discuss opportunities to increase capital flows into African mining projects.

Private investment firms are also stepping up efforts to channel international capital into Africa’s mining sector. Apeiron Investment Group and World Mining Investment are expanding initiatives to connect investors with the continent’s growing pipeline of mining opportunities, as Africa seeks to secure a significant share of the estimated $500 billion in global investment required by 2040 to meet soaring demand for critical minerals, including copper, lithium, graphite, nickel and rare earth elements.

Sebastian Wagner, Head of Natural Resources at Apeiron Investment Group, and Didier Rault, CEO of World Mining Investment, are expected to showcase financing strategies designed to connect global investors with Africa’s next generation of mining projects.

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

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Energy

South Sudan Reforms Target New Investment Push as African Energy Chamber (AEC) Backs Oil Sector Revival

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African Energy Chamber

A working visit to the country by the African Energy Chamber identified opportunities to promote investment as South Sudan pursues production growth and reform

JUBA, South Sudan, July 17, 2026/APO Group/ –South Sudan is taking steps to reposition itself as a strategic destination for foreign investment, with a renewed focus on attracting capital across the oil value chain. During a working visit to Juba, the African Energy Chamber (AEC) (https://EnergyChamber.org/) – which serves as the voice of the African energy sector – engaged with government officials and industry stakeholders to identify priority reforms designed to stimulate new capital flows, increase production and advance projects across both upstream and downstream segments.

The visit reflects a shared recognition that while South Sudan remains one of the continent’s most resource-rich oil frontiers, lack of investment has disrupted the country from unlocking the full potential of its hydrocarbon reserves. The government seeks to address this challenge by implementing new reforms aimed at strengthening the investment climate, ensuring clearer regulatory frameworks and incentivizing greater participation from both international and regional operators.

South Sudan possesses the resource potential to become one of Africa’s most compelling frontier investment destinations

With proven oil reserves of 3.5 billion barrels, South Sudan is both a legacy oil producer and currently the only major oil producer in East Africa. Production is largely led by the national oil company Nilepet, alongside Dar Petroleum Operating Company, Greater Nile Petroleum Company – operated by China National Petroleum Company – and Sudd Petroleum Operating Company. South Africa’s Strategic Fuel Fund also holds a 90% stake in the Block B2 concession, with plans to advance exploration while assessing opportunities for refining development.

Current production ranges between 70,000 barrels per day (bpd) and 100,000 bpd, with approximately 8.5 million to 12.2 million barrels of production estimated between August and November 2026. The government seeks to raise these numbers by attracting investment across the entire oil value chain, facilitating greater exports while addressing key national challenges such as fuel security and power generation. Oil represents the backbone of South Sudan’s economy, and the government seeks to cement this position by introducing reforms aimed at alleviating the country’s energy crisis.

To achieve this, the government has committed to reduce barriers to investment, improve project execution and create a more predictable environment for energy companies. Discussions also explored opportunities across natural gas, power generation and associated infrastructure, recognizing that diversified energy investment will be essential to supporting long-term economic development. The AEC reaffirmed its commitment to promote South Sudan on a global stage, taking the country’s energy story to a global audience.

Beyond oil and gas production, a major focus of the working visit was strengthening local content. Parties discussed strategies to increase employment opportunities for South Sudanese workers, while developing local value chains and ensuring that future projects generate broader economic benefits beyond production revenues. By increasing international visibility, the Chamber aims to position South Sudan alongside other emerging African energy markets competing for exploration and infrastructure capital.

“South Sudan possesses the resource potential to become one of Africa’s most compelling frontier investment destinations, but attracting capital requires sustained engagement with the global investment community. The Chamber will champion South Sudan’s opportunities on the international stage, connecting investors with government and industry leaders while supporting reforms that create a stable, competitive and investable energy sector capable of delivering long-term growth,” said NJ Ayuk, Executive Chairman of the AEC.

Distributed by APO Group on behalf of African Energy Chamber.

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Energy

VivaJets Returns to African Energy Week (AEW) 2026 as Gold Sponsor After Rapid Fleet and Route Expansion

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African Energy Chamber

The Nigerian aviation company returns with a larger fleet, new financing and a West African hub in Abidjan

CAPE TOWN, South Africa, July 16, 2026/APO Group/ –VivaJets, the Nigerian business aviation company that served as the official Private Aviation Partner at African Energy Week (AEW) 2025, will return to the event as a Gold Sponsor at AEW 2026, taking place from October 12-16 in Cape Town. The upgrade reflects a year of rapid growth for the company, which has expanded its fleet, secured new international financing and opened its first hub outside Nigeria.

VivaJets operates under the parent company Falcon Aerospace Limited and provides aircraft charter, management and brokerage services from its base in Nigeria. Since beginning operations in 2022, the company has logged more than 2,000 flight hours serving corporate, government and energy-sector clients across domestic and international routes. It holds an Air Operator’s Certificate from the Nigerian Civil Aviation Authority, secured in March 2025, and currently operates a fleet of four aircraft including two Bombardier Challenger 604s, a Hawker 850XP and a Hawker 900XP. CEO Erika Achum has said the fleet will grow further by the third quarter of 2026.

The financing to support that growth has come quickly. In October 2025, VivaJets secured a $10 million credit facility from London-based TLG Capital, structured alongside Nigeria’s Wema Bank, in what both parties described as the first internationally structured aviation financing for a Nigerian air operator. In April 2026, the company raised a further $15 million and announced plans to open an operational hub in Abidjan, extending its reach into francophone West Africa and positioning itself closer to energy markets in Ivory Coast, Senegal and the wider MSGBC basin.

When investors and operators can move across borders without friction, deals close faster and projects move forward

Falcon Aerospace has also launched a joint venture, OrientJets, in partnership with Flybird Aircraft Management Services, based in Aruba, to serve international routes and strengthen the group’s presence beyond the continent.

The expansion is built around a thesis that private aviation in Africa is not a luxury service but an operational necessity, particularly for the energy sector. Oil and gas operations depend on moving personnel and equipment to remote field locations on short notice, investor delegations need reliable access to markets where commercial routes are limited or indirect and conference travel between African capitals often requires multiple connections on commercial airlines. According to industry data, roughly 80% of VivaJets’ charter demand comes from large corporate and government clients, with energy among the largest segments. At AEW 2025, VivaJets operated direct charter flights to Cape Town for delegates, putting the thesis into practice.

“Aviation is infrastructure for African energy, and VivaJets has shown how quickly a homegrown company can build the kind of connectivity that the sector needs,” says NJ Ayuk, Executive Chairman of the African Energy Chamber. “When investors and operators can move across borders without friction, deals close faster and projects move forward.”

VivaJets has also become a vocal advocate for the regulatory reform needed to make that connectivity easier. The company has called for the removal of restrictive visa regimes for aircrews and the harmonization of aviation rules across the continent, aligning with the African Union’s Single African Air Transport Market initiative, which aims to liberalize Africa’s airspace and lower the cost of intra-African travel.

The company’s growth from a single-aircraft startup in 2022 to a licensed, internationally financed aviation business with expanding routes across the continent has made it one of the more visible examples of African entrepreneurship in a sector long dominated by foreign operators. At AEW 2025, Achum spoke on the role of SMEs and startups in Africa’s energy economy, a theme the company is expected to carry forward at this year’s event.

Distributed by APO Group on behalf of African Energy Chamber.

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