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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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From Megawatt (MW) to Gigawatt (GW): Why Africa Must Think in Grid-Scale Power to Compete in the Artificial Intelligence (AI) Economy

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As AI infrastructure drives power demand into the gigawatt range, Africa must move beyond incremental energy planning – placing grid-scale generation at the center of discussions at African Energy Week 2026’s AI and Data Center Track

CAPE TOWN, South Africa, May 11, 2026/APO Group/ –The rapid expansion of artificial intelligence is fundamentally reshaping global energy demand, with implications that extend well beyond traditional power planning. Nowhere is this more apparent than in the growing energy footprint of data centers. Facilities that once required tens of megawatts are now being developed at 100–200 MW scale, with hyperscale campuses increasingly aggregating demand into the gigawatt range.

 

This shift presents a structural challenge for Africa. While the continent is rich in energy resources, its planning frameworks remain largely oriented around incremental, megawatt-scale additions – often tied to localized demand or short-term capacity gaps. In the context of AI-driven infrastructure, this approach is increasingly misaligned with the scale and concentration of future demand.

Africa’s data center sector, while growing, remains at an early stage. Operational capacity currently stands at approximately 300–400 MW, with projections reaching 1.5–2.2 GW by 2030. At the same time, demand is accelerating rapidly: electricity consumption from data centers is rising at 20–25% annually and is expected to reach around 8,000 GWh in the near term. This growth mirrors a broader global surge, with data center power demand projected to approach 945 TWh by 2030, driven largely by AI workloads.

This is ultimately about aligning Africa’s energy strategy with where global demand is heading

What distinguishes AI-related demand is not only its scale, but its concentration and consistency. Unlike many traditional industrial loads, data centers require uninterrupted, high-quality power, often with built-in redundancy. This places new demands on grid design, prioritizing stability, capacity and long-term scalability over incremental expansion.

Meeting these requirements will require a departure from conventional planning models. Rather than adding capacity in small increments, there is a growing case for developing gigawatt-scale generation aligned with emerging digital infrastructure hubs. This means integrating power generation, transmission and data center development into coordinated investment strategies, particularly in markets with strong resource bases and improving regulatory environments.

It also requires a shift in how excess capacity is viewed. In many African power systems, surplus generation has historically been treated as a financial inefficiency. In the context of AI and digital infrastructure, however, maintaining a margin of available capacity can enhance grid stability, reduce outages and provide the flexibility needed to support rapid load growth, while creating a foundation for broader industrial development.

A useful benchmark can be seen in Northern Virginia, the world’s largest data center market, where installed capacity has now exceeded 4 GW and more than 1 GW of new supply was added in a single year, reflecting the rapid pace at which hyperscale infrastructure is being deployed. Driven by major cloud and AI players, demand has tightened the market significantly, with vacancy rates approaching zero and most new capacity released well in advance. The scale and speed of development highlight how quickly data center demand is expanding – and underscore the level at which infrastructure must be planned.

These dynamics are increasingly shaping the policy conversation. At African Energy Week 2026, the AI and Data Center Track will focus on the infrastructure required to support this transition, with a particular emphasis on aligning energy planning with digital economy objectives. As AI infrastructure scales, reliable and abundant power is no longer a supporting factor, but a prerequisite.

“This is ultimately about aligning Africa’s energy strategy with where global demand is heading,” says NJ Ayuk, Executive Chairman of the African Energy Chamber. “If we continue to plan in megawatts, we will struggle to compete in an economy that is already moving at the gigawatt scale. Building larger, more resilient power systems is not just about meeting demand – it is about creating the conditions for investment, innovation and long-term growth.”

Distributed by APO Group on behalf of African Energy Chamber.

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Telecoming Strengthens Its Presence in Africa with the Launch of DCB Software South Africa

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The company advances its regional strategy with a model built on AI, monetisation and direct connectivity with local operators

JOHANNESBURG, South Africa, May 11, 2026/APO Group/ –Telecoming (www.Telecoming.com), a global technology company specialising in the monetisation of digital services, announces the launch of DCB Software South Africa (www.DCBSoftwareZA.com), its new local subsidiary. The move reinforces the company’s growth strategy in Africa, one of the most promising markets in the mobile economy.

The new entity will be led by Javier de Corral, who will lead business development, establish partnerships with telecom operators and build a local team based in Johannesburg.

The South African launch builds on Telecoming’s existing footprint in the continent, where it already operates through its Algerian subsidiary, DCB Software Dzayer, further strengthening its regional position.

We are very excited about the opportunities in South Africa and committed to investing in its digital future

DCB Software South Africa will operate as a local hub focused on AI-driven digital services, supported by a team entirely based in the country. Its scope includes the development of digital products, mobile and web services, as well as solutions in digital entertainment and marketplaces, all built on scalable, multi-device platforms designed to ensure a seamless user experience.

The subsidiary combines in-depth knowledge of the South African and Sub-Saharan markets with direct access to telecom operators, digital platforms and local payment solutions. It will deploy multiple monetisation models, including Direct Carrier Billing (DCB), to optimise conversion rates and overall performance.

The launch of DCB Software South Africa marks a key milestone in our global expansion strategy”, said Cyrille Thivat, CEO of Telecoming. “We are very excited about the opportunities in South Africa and committed to investing in its digital future. With Javier de Corral at the helm, we are confident that this new subsidiary will not only drive our local growth but also contribute to the broader digital and AI ecosystem.”

Telecoming develops technology designed to enhance user acquisition, streamline payment processes and improve the performance of digital services. Its platforms integrate monetisation, advertising and user experience, leveraging artificial intelligence to deliver secure, scalable and efficient solutions.

This expansion reinforces Telecoming’s commitment to delivering innovative digital and AI services and strengthens its position as a key player in the African market. With this launch, the company takes another step in its international expansion, enhancing its ability to support the development of Africa’s digital ecosystem through advanced technology, local expertise and strategic partnerships.

Distributed by APO Group on behalf of Telecoming.

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Enlit Africa 2026 makes 20 May the Commercial and Industrial (C&I) delivery day across power, water and clean energy hubs

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Taking place 19–21 May 2026 at the Cape Town International Convention Centre (CTICC), Enlit Africa, created by VUKA Group, convenes utilities, municipalities, large energy users, financiers, developers and technology providers to focus on what shifts outcomes in African infrastructure

CAPE TOWN, South Africa, May 11, 2026/APO Group/ –Enlit Africa 2026 will put commercial and industrial delivery front and center on Wednesday 20 May with a dedicated line-up across the Power HubWater Hub and Renewable Energy & Storage Hub. The day is built for decision-makers who must keep operations running, secure reliable supply, manage risk and move projects from concept to implementation.

 

Taking place 19–21 May 2026 at the Cape Town International Convention Centre (CTICC), Enlit Africa, created by VUKA Group, convenes utilities, municipalities, large energy users, financiers, developers and technology providers to focus on what shifts outcomes in African infrastructure.

On 20 May, the programme is anchored by the keynote, “How a coordinated energy/water plan could change African resilience” (09:30–11:45), positioning water and energy as interlinked operational risks that can no longer be managed in silos. From there, the day breaks into practical tracks tailored for large users and the solution partners that support them.

In the Renewable Energy & Storage Hub, sessions focus on the realities of C&I adoption and delivery at scale, including “Project implementation for multi-megawatt C&I projects” (11:45–13:00) and “Clean energy adoption in the C&I market” (14:30–15:45), before turning to fleet electrification and operations with “Mobility: Management of electric vehicle fleets for C&I” (16:00–17:30).

In the Water Hub, the agenda targets the technologies and operating models that matter most to industrial continuity and compliance. Sessions include “Next-generation water treatment technologies” (11:45–13:00), “Advanced water treatment & smart water systems” (14:30–15:45) and “Accelerating water technology deployment for C&I operations” (16:30–17:30).

Together, the three stages create a single day of high-signal, implementation-led content for C&I leaders, utilities, municipalities and suppliers focused on operational performance, investment readiness and delivery discipline.

Distributed by APO Group on behalf of VUKA Group.

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