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Quality buying, the rise of curation, AI-powered brand safety and the growth of programmatic out-of-home are set to define programmatic advertising over the next year

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The Future of Programmatic 2025: new research by WARC explores major trends in programmatic advertising

10 July 2025 – WARC’s The Future of Programmatic 2025 report, released today, highlights emerging trends in programmatic.

Based on insights from both WARC and external research, it provides an overview of the programmatic marketplace, a deep-dive into three specific trends – the rise of sell-side curation, AI-powered brand safety, and the growth of programmatic out-of-home advertising – and includes practical guidance for marketers evolving their programmatic and ad tech capabilities.

Paul Stringer, Managing Editor, Research and Insights, WARC, says: “The past few years have been challenging for open web programmatic advertising due to issues over transparency, targeting and measurement. There is a growing sense that it must reinvent itself or risk losing even more ground.

“Fortunately, programmatic advertising is showing promising signs of progress as advertisers put more emphasis on quality inventory, embrace privacy-friendly approaches and cookie-less channels like CTV, retail media and DOOH, and adopt advanced AI tools that enhance brand safety measurement — signaling a potential renaissance for open web programmatic advertising.”

Key trends outlined in WARC’s Future of Programmatic 2025 report are:

Marketplace overview: The shift to quality

Spending on the programmatic open internet has stagnated, with almost all of the growth accrued by the major walled garden platforms.

To cope with signal loss, advertisers are responding by adopting a range of cookie-free strategies, with first-party data and contextual advertising proving particularly popular. Research by Comscore shows nearly half (48%) of marketers expect to primarily rely on cookie-free targeting tactics by the end of 2025.

Following years of inaction, advertisers are now looking for more transparency and control over programmatic buying, and putting more emphasis on quality and brand-safe inventory. Spend efficiency on programmatic campaigns has increased 14% since 2023, according to the ANA’s Q1 2025 transparency benchmark report.

Phil Acton, UK Country Manager, Adform, commented: “Walled gardens have built their empires on scale, not transparency or quality. The open web’s strength lies in accountability and collaboration, delivering better results for advertisers, more revenue for publishers, and richer experiences for consumers.”

According to research by the IAB, key programmatic growth areas this year include retail media, CTV and DOOH. WARC forecasts indicate both CTV and retail media will lead ad spend growth to 2026, ahead of channels including social media, online audio and search.

The rise of sell-side curation

Programmatic curation (the process of packaging advertising inventory based on criteria like audience interests, behaviours and contextual relevance) is moving to mainstream adoption and could eventually become the primary means of transacting on open web inventory.

According to a 2024 study by Exchangewire, 41% of marketers across Europe see curated deals as an opportunity to drive higher ROI; and programmatic consultancy, Jounce Media, reports that multi-publisher curated deals now represent nearly three-quarters of all bid requests in programmatic advertising. The open auction, meanwhile, is in structural decline.

Joe Root, CEO and co-founder, Permutive, said: “Curation effectively harnesses first party data from publishers alongside all addressable audience signals. When advertisers operate this way, you see huge uplifts in reach, and more importantly, significant improvements in outcomes.”

However, curated deals can mean higher costs for both advertisers and publishers. Advertisers do not always get clear visibility into where their ads run, what data was used, and who the supply partners were, while publishers also lack insight into how their inventory is being packaged and where it is being sold.

Brand safety’s AI-powered evolution

Marketers increasingly see brand safety as a top priority, according to IAB Europe, and evidence from the ANA’s 2025 Programmatic Benchmark shows advertisers are buying more quality, brand-safe inventory. Along with these behavioural shifts, brand safety tools are evolving.

New AI-powered tools are capable of analysing content and context with far more precision and granularity than traditional tools, like keyword and category blocking, which have failed to protect brands from showing up in unsafe environments while unfairly penalising publishers.

There is hope these new tools will help shift brand safety strategies from being reactive to proactive, while increasing trust, accountability and transparency across the entire programmatic ecosystem.

Laura Quigley, Senior Vice President APAC Sales, Integral Ad Science, comments: “AI is revolutionising digital advertising by enhancing brand safety and performance. Innovative AI technologies can analyse vast datasets to identify harmful content and predict trends, allowing marketers to strategically place ads that align with their brand image and risk tolerance.”

The growth of programmatic out-of-home

Programmatic digital out-of-home (prDOOH) represents an evolution in outdoor advertising, combining out-of-home (OOH) media’s traditional reach capabilities with the precision and addressability of programmatic buying.

While OOH ad spend has remained largely static since 2013, global digital out-of-home (DOOH) spend is growing at a healthy pace – up 15.0% in 2024 and forecast to rise 14.9% this year, reaching $17.6bn, per WARC Media.

Half of all digital out-of-home (DOOH) campaigns are now purchased either fully or partly programmatically, which offers more flexibility and precision than traditional OOH, allowing brands to target audiences with more relevant and timely ads. Research consistently shows that outdoor is more effective when combined with other channels.

The ability to adjust creative in real-time, is a major benefit of prDOOH. Adoption of dynamic creative optimisation (DCO) is on the rise. This enables brands to adjust creative based on data triggers, such as time of the day, footfall, weather, and even product availability – to deliver more relevant and effective advertising. But scale remains an issue given the finite amount of prDOOH inventory available.

Helen Miall, Chief Marketing Officer, VIOOH, says: “prDOOH’s lower barriers to entry and data-driven capabilities are enabling advertisers to increasingly use real-time messaging within dynamic creatives. This ensures highly contextual and relevant campaigns, confirming the 37% more attention that OOH delivers to digital ads within multi-channel campaigns.”

WARC subscribers can read The Future of Programmatic 2025 in full. A WARC podcast on the report will be available later in the month.

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.

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African Energy Chamber (AEC) Supports Perenco Partnership to Advance Industry 4.0 Skills in Central Africa

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African Energy Chamber

The African Energy Chamber welcomes Perenco Cameroon and Perenco Gabon’s partnership with UCAC-ICAM to launch an Industry 4.0 lab, advancing local skills development and strengthening Africa’s industrial future

JOHANNESBURG, South Africa, April 9, 2026/APO Group/ –A new partnership between Perenco Cameroon, Perenco Gabon and the UCAC-ICAM Institute in Douala to establish an Industry 4.0 laboratory marks a significant step toward aligning academic training with the evolving needs of the energy and industrial sectors. The facility will give students access to advanced automation, digital simulation and smart production technologies, helping close the gap between academic learning and the practical, industry-ready skills required across Central Africa’s industrial landscape.

 

As the voice of Africa’s energy sector, the African Energy Chamber (AEC) welcomes the initiative as a scalable model for local content development. By equipping students with Industry 4.0 capabilities, the laboratory directly supports the Chamber’s mandate to ensure greater in-country value creation and workforce participation across Africa’s energy value chain. The initiative also addresses critical skills shortages, enabling operators to increasingly rely on locally trained talent.

 

Developing local skills is fundamental to building a competitive and sustainable energy sector in Africa

The partnership underscores Perenco’s long-term commitment to sustainable development and capacity building in Cameroon and Gabon. Designed as a mini-factory, the UCAC-ICAM laboratory enables students to engage with real-world industrial tools and processes. This hands-on approach will support the development of engineers and technicians capable of contributing to key projects, including operations in the Rio del Rey Basin and infrastructure developments such as the Cap Lopez LNG terminal in Gabon.

 

Students across multiple disciplines will benefit from hands-on exposure to the lab’s advanced technologies. General Engineering students will train using robotic systems and virtual reality simulations, while Computer Science Engineering students will focus on industrial IoT and smart technologies. Process Engineering students will gain experience in automated production systems, and Petroleum program students will develop expertise in energy systems and instrumentation control. Graduates from UCAC-ICAM are being actively recruited by leading companies operating in Douala, reflecting growing demand for locally trained, industry-ready talent.

“Developing local skills is fundamental to building a competitive and sustainable energy sector in Africa,” says NJ Ayuk, Executive Chairman of the AEC. “This partnership demonstrates how industry and academia can work together to create a highly skilled workforce that will drive Africa’s industrialization and energy future. It is exactly the type of initiative needed to ensure Africans play a leading role in developing the continent’s resources.”

The UCAC-ICAM laboratory represents a strategic investment in Africa’s industrial and energy future. By strengthening local capacity, advancing technology adoption and supporting independent operators, the initiative aligns with the AEC’s broader vision of a self-sufficient and globally competitive African energy sector.

Distributed by APO Group on behalf of African Energy Chamber.

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Securing the bridge between legacy and smart

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STS Association and DLMS User Association sign landmark Liaison Agreement to advance interoperable, secure and future-ready metering systems

CAPE TOWN, South Africa, April 9, 2026/APO Group/ –The recent Liaison Agreement between the STS Association and the DLMS User Association marks a pivotal step in the evolution of interoperable, secure and future-ready metering systems. By aligning STS token technology with the widely adopted DLMS/COSEM framework, this collaboration is set to bridge the gap between legacy infrastructure and next-generation smart metering. The partnership reflects a shared vision to enhance interoperability, strengthen smart prepayment integration, and unlock greater value across the global metering ecosystem.

 

STS Association, in partnership with ESI Africa (part of VUKA Group), and DLMS User Association, is hosting a free webinar on this topic:

Securing the bridge between legacy and smart

Thursday, 7 May 2026 | 11:00 AM – 12:00 PM

Register: https://apo-opa.co/4cfEUb5

What you will learn

Industry experts will unpack how this strategic alignment enables seamless integration between your trusted prepayment systems and advanced data exchange protocols. Attendees will gain insight into:

  • How STS tokens can be securely transported using DLMS/COSEM
  • The role of Generic Companion Profiles in enabling interoperability
  • How coordinated roadmaps will shape the future of token technology and smart metering
  • The expanding application of these standards beyond electricity into water, gas and time metering
  • Practical benefits for utilities, manufacturers and system integrators navigating the transition from legacy to smart environments

Introducing the Panel

Lance Hawkins-Dady – STSA Board Chairman

Franco Pucci – STSA Technical Consultant

Don Taylor – STSA Independent Director

Sergio Lazzarotto – DLMS User Association, President

Join STS Association and ESI Africa to explore how this landmark collaboration is securing the bridge between legacy systems and smart innovation. Discover how aligned standards can simplify integration, enhance security and future-proof your metering strategy.

Register now: https://apo-opa.co/4cfEUb5

Distributed by APO Group on behalf of VUKA Group.

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Africa’s Lithium Pipeline Gains Momentum as Global Supply Deficits Loom

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Energy Capital

The upcoming African Mining Week 2026 – taking place from October 14-16 in Cape Town – will connect global investors with prospects within the lithium industry amidst an anticipated resource supply deficit by 2028

CAPE TOWN, South Africa, April 9, 2026/APO Group/ –Rising demand for lithium is positioning Africa to attract foreign investment, accelerate local beneficiation and strengthen its role in securing the global battery supply chain. A recent forecast by Wood Mackenzie projects that global lithium demand could exceed 13 million tons by 2050 under an accelerated energy transition scenario. This surge is expected to place significant pressure on supply, with deficits emerging as early as 2028. Without substantial new investments, existing lithium projects will struggle to meet demand beyond the mid-2030s.

 

Against this backdrop, Africa’s growing pipeline of greenfield and development-stage lithium projects positions the continent as an increasingly important contributor to global supply security. In 2025, Africa ranked as the largest source of new lithium supply globally, with new output from the region exceeding that of the rest of the world combined. This milestone underscores the continent’s potential to scale production and strengthen its role in the global battery minerals market.

Emerging Lithium Producers Strengthen Africa’s Supply Pipeline

Even under a slower energy transition scenario, Wood Mackenzie projects that lithium markets will remain adequately supplied until 2037, before entering deficit. This outlook reinforces Africa’s strategic role as new projects across Mali, Zimbabwe, Ghana and Namibia advance toward production.

In the Democratic Republic of the Congo (DRC), Zijin Mining, AVZ Minerals and KoBold Metals are expected to begin operations at the Manono lithium project in mid-to-late 2026, marking the country’s first lithium output. Ranked among the world’s largest hard-rock lithium deposits, Manono is expected to begin exports shortly after commissioning, diversifying DRC’s mineral output while strengthening the continent`s contribution to the global electric vehicles and battery supply chain.

Mali Emerges as a Regional Lithium Hub

Mali is also rapidly positioning itself as a key lithium producer. The Bougouni Lithium Project, commissioned in 2025, currently produces approximately 125,000 tons per annum of concentrate, with Phase Two expansion plans underway that could nearly double production capacity.

Meanwhile, the Goulamina Lithium Project, one of the largest spodumene deposits globally, is producing around 506,000 tons of spodumene concentrate annually, with expansion plans targeting one million tons per year. Together, these projects are expected to significantly strengthen Mali and Africa’s position within the global lithium market.

Ghana and Zimbabwe Expand Lithium Production and Value Addition

In Ghana, the Ewoyaa Lithium Project, developed by Atlantic Lithium, is set to become the country’s first lithium-producing mine, with production targeted for late 2027. The project is expected to produce 3.58 million tons of spodumene concentrate grading 6% and 5.5%, alongside approximately 4.7 million tons of secondary product, further strengthening Africa’s contribution to global lithium supply.

Meanwhile, Zimbabwe – currently Africa’s largest lithium producer – is accelerating efforts to move up the value chain. Government policies restricting the export of raw lithium are encouraging investment in local processing and beneficiation facilities, supporting the production of higher-value lithium products and positioning the country as a key supplier to the global battery materials market.

Investment Momentum Builds Ahead of African Mining Week

With an estimated $276 billion in new investment required to avoid the forecast supply deficits beginning in 2028, Africa’s lithium-rich countries are well positioned to attract the capital needed to expand production and downstream processing.

In this context, African Mining Week 2026 – scheduled for October 14–16 in Cape Town – will serve as a key platform for global investors, project developers and policymakers to engage on opportunities within Africa’s lithium sector. As the continent’s premier mining investment event, the conference will feature high-level discussions, project showcases and strategic networking sessions aimed at accelerating partnerships across the lithium value chain.

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

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