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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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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.

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The Islamic Corporation for the Development of the Private Sector (ICD) Signs 13 Landmark Agreements to Promote Private Sector Growth in its Member Countries

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The signing of these agreements underscores ICD’s unwavering commitment to fostering prosperity through strategic partnerships and promoting access to finance and financial inclusion in its member countries

BAKU, Azerbaijan , June 25, 2026/APO Group/ –The Islamic Corporation for the Development of the Private Sector (ICD) (www.ICD-PS.org), a member of the Islamic Development Bank (IsDB) Group, is pleased to announce the signing of 13 significant financing and strategic cooperation agreements with various counterparts aimed at catalyzing economic development and bolstering private sector growth and initiatives across several member countries in diverse regions around the world. These agreements were signed during the 2026 Annual Meetings of the IsDB Group, held in Baku, Azerbaijan, under the theme “Regional Integration for Sustainable Prosperity”, which provided a platform for member countries to advance dialogue and cooperation on regional connectivity, resilience and inclusive growth. The signing of these agreements underscores ICD’s unwavering commitment to fostering prosperity through strategic partnerships and promoting access to finance and financial inclusion in its member countries.

 

In line with its mandate to support private sector growth in its member countries, the ICD and the Azerbaijan Business Development Fund (ABDF) signed a framework agreement to launch a managed Shariah-compliant line of financing program for SMEs during the opening ceremony of the IsDB Group 2026 Annual Meeting’s Private Sector Forum in Baku. Under this framework, the parties are to collaborate in deploying up to AZN 200 million within the next two years. The program introduces a local currency (AZN) financing channel by which, ICD, acting as ABDF’s agent, will blend ABDF’s AZN funds with ICD’s USD, EUR, and AZN resources to support SMEs and private sector growth in Azerbaijan. Through this initiative, the ICD, acting on its own behalf and on behalf of ABDF, will provide either single or multi-currency line of financing facilities to selected partner financial institutions in Azerbaijan for on-ward financing of eligible companies in the country. This arrangement is expected to help mitigate foreign exchange risk that has long hindered the growth of  Azerbaijani SMEs, especially those operating outside major cities in the country.

In a further attempt to explore bankable financing opportunities in Azerbaijan and facilitate the realization of its mandate of supporting private sector development in its member countries, the ICD also signed a Memorandum of Understanding (MoU) with the State Oil Company of the Azerbaijan Republic (SOCAR), establishing strategic cooperation between the two institutions to collaborate in financing  of infrastructure and energy projects in Azerbaijan and other member countries within existing public private partnership (PPP) frameworks. Under the Memorandum of Understanding, the parties will identify and evaluate financing opportunities for project companies established by SOCAR and its joint venture partners. Within this framework, ICD will provide financing solutions tailored to the specific requirements of the projects.

Further, the ICD signed a Mandate Letter with Azerconnect for a USD 20 Million financing facility for capex financing and an Expression of Intent Letter for a USD 15 Million Line of Financing Facility with Turan Bank for onward financing of SMEs and eligible companies in Azerbaijan.

In an effort to strengthen and deepen its operations in Nigeria, the ICD also signed a Mandate Letter with the Nigerian Export-Import Bank (NEXIM) for a USD 50 Million syndicated line of financing facility to be arranged by ICD to be used by NEXIM for financing eligible private sector entities in Nigeria.

In line with its mandate of promoting economic development in its member countries, the ICD also signed an Expression of Intent  Letter for a proposed EUR 50 million Line of Financing Facility with  Afriland Bank (Cameroon),  and a Final Term Sheet for Euro 20 Million line of finance facility with AFG Bank (Cameroon), each for the purpose of onward financing of SMEs and other eligible private sector companies in Cameroon. Under these facilities,  the ICD will be leading and supporting the arrangement and mobilization of resources and private capital to support the operations of these Cameroonian banks and thus contributing to fostering economic growth and prosperity in the country.

Consistent with its objective of having a diversified portfolio across its member countries, the ICD also signed a Murabaha Facility Agreement with Al Salam Bank of Bahrain (ASB) for a USD 50 million Line of Finance Facility for the purpose of  onward financing of eligible companies in Bahrain whose operations contribute or have the potential of contributing significantly to the  growth and development of SMEs and the private sector in general in Bahrain.

ICD has also signed a strategic Memorandum of Understanding  with DAMU Entrepreneurship Development Fund of Kazakhstan to establish framework for cooperation aimed at identifying and developing financing and guarantee opportunities for Lines of financing in Kazakhstan, with a focus on supporting SMEs and private‑sector entities.

To further its support to the growth of the private sector in Kazakhstan, the ICD also signed a strategic Memorandum of Understanding with KAZAGROFINANCE JSC of Kazakhstan (KAF) to establish a common ground for partnership between the parties and the Ministry of Agriculture of Kazakhstan to extend thematic agri-sector linked line of finance facilities  to KAF under the Ministry’s subsidy program to farmers in Kazakhstan.

Additionally, Leveraging on ICD’s recent and first successful credit enhancement transaction with the African Solidarity Fund (FSA) in Mauritania in partnership with Banque Mauritanienne de l’Investissement (BMI),  the ICD signed a strategic Expression of Intent Letter with FSA as a demonstration of their intent to upscale their partnership in the use of FSA’s guarantees as credit enhancement for ICD’s line of financing operations in selected common member countries of the Parties.

Finally, the ICD also signed a Strategic MOU with the Texel Group of UK to establish a platform of cooperation on credit portfolio enhancement through insurance. Through this MOU the parties are aiming to combine ICD’s origination and development financing capabilities with Texel Group’s structuring and placement expertise in the use of Non Payment Insurance to enhance risk management, optimize capital allocation, and mobilize additional financing into priority sectors, while enabling ICD to upscale its financing activities and efficiently manage portfolio concentration and credit exposure in its member countries.

All these signed agreements represent a major step forward in ICD’s efforts to promote sustainable economic growth and financial inclusion across its member countries. By strengthening partnerships with key financial institutions and development partners, ICD continues to play a vital role in supporting private sector growth and development in its member countries.

Distributed by APO Group on behalf of Islamic Corporation for the Development of the Private Sector (ICD).

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African Mining Week (AMW) to Unlock Zimbabwe’s $12B Mining Vision Through Direct Investor Partnerships

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A dedicated country spotlight at African Mining Week 2026 will showcase regulatory reforms and project developments across Zimbabwe’s mining value chain

CAPE TOWN, South Africa, June 25, 2026/APO Group/ –African Mining Week 2026 – The Most Influential Mining Conference in Africa – will connect Zimbabwean regulators and mining stakeholders with global investors to advance partnerships, as the country accelerates efforts to build a $12 billion mining industry by 2030.

Taking place from October 14 – 16 in Cape Town, AMW 2026 will feature a dedicated Zimbabwe Country Spotlight, showcasing lucrative opportunities across the country’s mining value chain. The country spotlight will feature high-level panel discussions, exclusive networking sessions and project showcases, connecting global investors and service providers with senior decision-makers from the Ministry of Mines and Mining Development of Zimbabwe, the Chamber of Mines of Zimbabwe and leading mining companies operating across the country.

The spotlight comes at a pivotal moment for Zimbabwe, as the country seeks fresh capital to unlock value from more than 60 known mineral occurrences spanning gold, lithium, platinum group metals, chrome, coal and rare earths.

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In a major move to improve investment competitiveness, Zimbabwe reduced mining-related license and permit fees in May 2026, lowering operational costs for investors while streamlining market participation. Registration fees for dealing in precious stones have been reduced from $15,000 to $10,000, while export permit fees have been cut from $1,875 to $500. New licensing categories – including permits for gold jewellery manufacturing and lithium processing plants – have also been introduced as part of a broader strategy to promote investments across in-country value addition projects. The reduction in fees for beneficiation projects follows the April 2026 introduction of export quotas for lithium concentrates ahead of a planned 2027 ban on concentrate exports. The shift is already reshaping the country’s lithium industry, with Zhejiang Huayou Cobalt achieving Zimbabwe’s first export shipment of lithium sulphate salts in April 2026.

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Coming into this picture, AMW 2026’s Zimbabwe Country Spotlight will provide investors with direct insights into these evolving regulatory frameworks, highlighting emerging investment and partnership prospects in lithium processing and across the mining value chain.

Zimbabwe’s gold sector is also positioned for renewed growth amid sustained high global gold prices (averaging $5,000 per ounce). In line with this momentum, Zimbabwe’s sovereign wealth fund, Mutapa Investment Fund, is seeking $250 million to expand gold mining operations. Against this backdrop, AMW 2026 offers a timely platform for investors to engage with one of Africa’s most prospective brownfield gold markets and explore opportunities across exploration, mine expansion and processing infrastructure.

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AMW 2026’s strong emphasis on artisanal and small-scale mining (ASM) formalization also aligns closely with Zimbabwe’s national mining development strategy. In May 2026, Zimbabwe certified 300 small-scale miners following completion of training programs safety, compliance and productivity. Supported by funding from Mutapa Gold Resources – a subsidiary of Mutapa Investment Fund – the initiative aims to train and formalize 1,500 ASM players.

 

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As the official platform where Africa’s mining opportunities are discussed and maximized, AMW 2026 will provide stakeholders with market intelligence on Zimbabwe’s evolving mining landscape and investment outlook.

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

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Afreximbank Africa Trade Report shows Africa can turn geopolitical disruptions into long-term growth opportunity

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The report highlights Africa’s continued growth resilience despite significant headwinds occasioned by escalating geopolitical tensions and ensuing economic shifts

CAIRO, Egypt, June 24, 2026/APO Group/ –African Export-Import Bank (Afreximbank) (www.Afreximbank.com) has launched the 2026 edition of its flagship African Trade Report themed “Leveraging Geopolitics for Trade and Industrialisation in Global Africa.” The report presents a comprehensive review of trade and economic developments across Africa and globally in the context of the 2025 operating environment, while outlining available strategic options for Africa to transform ongoing geopolitical tensions and associated supply chain disruptions into long-term resilience for growth and shared prosperity across the continent.

 

The report highlights Africa’s continued growth resilience despite significant headwinds occasioned by escalating geopolitical tensions and ensuing economic shifts. Reflecting the continent’s growth resilience, the report shows that while global economic growth slowed to 3.4 percent in 2025 and is projected to further ease to 3.1 percent in 2026, Africa’s real GDP growth strengthened from 3.4 percent in 2024 to 4.5 percent in 2025. This performance not only surpasses the global average but also highlights the continent’s improving economic fundamentals in a fractured world economic order.

Africa’s merchandise trade also delivered strong performance, expanding by 6.1 percent to reach approximately US$1.5 trillion, while aggregate inflation declined sharply from 21.6 percent in 2024 to 13.1 percent 2025. These outcomes reflect the stabilising effects of prudent macroeconomic management, ongoing policy and institutional reforms, and the countercyclical interventions of development finance institutions across the continent.

Commenting on the Africa Trade Report’s findings, Dr Yemi Kale, Group Chief Economist and Managing Director of Research and Trade Intelligence at Afreximbank, said:

By strategically leveraging these shifts, Africa can build a more resilient, competitive and inclusive economic future

Africa stands at a critical juncture. Geopolitical tensions and economic fragmentation are reshaping global trade patterns, but they also present a historic opportunity for the continent. By strategically leveraging these shifts, Africa can build a more resilient, competitive and inclusive economic future.

“It is imperative for the continent to act decisively to strengthen regional value chains, deepen industrial capacity, expand access to trade finance, and accelerate continental integration. Through coordinated policy action, strategic infrastructure investment, and stronger development finance institutions, Africa can build a more resilient, inclusive, and value-added trade ecosystem. Africa cannot afford to delay.”

The report further highlights that Africa’s export performance remains constrained by a persistent trade finance gap, estimated at approximately US$74 billion in 2025. The challenge is exacerbated by limited foreign exchange liquidity and the continued decline in correspondent banking relationships, factors that restrict the continent’s capacity to fully realise its trade and industrial potential.

At the same time, evolving shipping routes and prolonged disruptions to global logistics networks continue to extend delivery timelines and increase freight and trading costs. These pressures are particularly acute for African economies that remain heavily reliant on imported inputs and external markets, even as global supply chains increasingly reconfigure toward resilience, diversification, and emergence of alternative production hubs.

The report also outlines several strategic priorities, including the accelerated implementation of the African Continental Free Trade Area (AfCFTA), the expansion of digital payments infrastructure through the Pan-African Payment and Settlement System (PAPSS), and coordinated reforms to the global financial architecture. It further underscores the growing role of African financial institutions in strengthening economic resilience. Afreximbank, a founding member of the Alliance of African Multilateral Financial Institutions (AAMFI), disbursed US$17.5 billion in 2024 and is working to double intra-African trade finance by 2026. Meanwhile, Pan African Payment and Settlement System (PAPSS) is already helping to reduce transaction costs and lessen reliance on foreign currencies across the continent.

As geopolitical tensions continue to reshape global supply chains and trade patterns, the continent’s ability to leverage these shifts will depend on strengthening industrial ecosystems, expanding intra-African trade, and sustaining coordinated financial support. Ultimately, a combination of adaptive policy frameworks, strategic trade positioning, and robust direct foreign investment interventions will be central to driving a resilient, inclusive, and sustainable industrialisation pathway for Global Africa. The imperative now is to act with ambition and urgency. This would require accelerating the implementation of the African Continental Free Trade Area (AfCFTA), expanding intra-African trade finance, strengthening transport and logistics infrastructure, and deepening digital payment systems through the Pan-African Payment and Settlement System (PAPSS).

The full report can be downloaded here:  https://apo-opa.co/4xNkbFx

Distributed by APO Group on behalf of Afreximbank.

 

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