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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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How the Product Leadership Accelerator (PLA) is Re-Engineering African Enterprises for a Digital-First Economy

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As Africa looks to technology for the next wave of economic evolution, the PLA stands at the center of that journey, turning the SVPG Product Operating Model into a reality for the continent’s most innovative and ambitious enterprises

LAGOS, Nigeria, May 20, 2026/APO Group/ –As the global community celebrates World Product Day, a profound shift is taking place across Africa’s enterprise landscape. The Product Leadership Accelerator (PLA), www.AfricaPLA.com, an initiative of the Innovate Africa Foundation, is officially setting a new gold standard for how value is created and scaled, in Africa, by transforming African enterprises from traditional service providers into high-velocity, “product-led” engines of growth.

 

The PLA is bridging the gap between legacy business models and the modern Product Operating Model. This methodology, practiced by global companies like Apple, Netflix and Amazon, is now being localized, through the PLA, to ensure African enterprises and startups alike solve the continent’s toughest challenges through relentless innovation and de-risked execution.

Building a Pan-African Product Management Talent Pipeline

The PLA is currently powering its 2026 Accelerator Program, a rigorous 12-week program featuring 48 product managers from 13 African countries, including Nigeria, Egypt, Ghana, South Africa, and Kenya. In a significant move for gender equity in tech, the cohort maintains a female representation of about 54%, ensuring the future of African product leadership is as diverse as the markets it serves.

As the fellows tackle real-world problem statements across diverse industries during the 12 week accelerator program, they are mentored by an elite roster of practitioners who have built products at enterprises such as Interswitch, Netflix, Amazon, Microsoft, Paystack, and mPesa. They also receive strategic, high-level guidance from global product legends Marty Cagan and SVPG Partner Christian Idiodi.

“Building in Africa requires a distinct level of empathy, adaptability, and mastery of the product operating model,” explains Nkem Nweke, Lead at the PLA. “We empower leaders and enterprises to harness tools like AI while offering them strategic product management advisory. Our goal is to support companies in adopting a product-led culture which drives sustainable economic growth. By mitigating risks before investing significant capital or public resources, we help both enterprises and startups create solutions that truly meet market and consumer needs.”

Enterprise Transformation and Proven Outcomes

Our goal is to raise product leaders who are deeply versed in the mechanics of discovery and delivery

The impact of the PLA extends deep into the corporate sector through its specialized Product Management Advisory. Organizations reliant on technology spanning telecoms, FMCG, commerce, retail, finance, and government, are increasingly seeking to leverage the PLA’s expertise to shift their product teams from traditional project-based approaches to outcome-driven product cultures that drive growth.

The effectiveness of the PLA’s approach is best seen through its corporate partnerships. Afrinvest, a leading financial institution, serves as a primary example of how the PLA’s advisory services drive immediate corporate value.

“The PLA didn’t just upskill one individual; it has been a game-changer for our internal innovation culture, sparking a ripple effect of outcome-driven progress throughout our entire product department. “says Victor Ndukauba, Deputy MD, West Africa Afrinvest. “Seeing the speed at which our team can now identify and solve real consumer problems is why we’ve increased our participation this year.”

This sentiment is echoed by partners like Insight7, One Cluster and Agile Product Management, who view the PLA as the engine room for the continent’s digital maturity.

Central to this transformation is integrating tools like Artificial Intelligence (AI), enabling product managers to achieve world-class standards, driving efficiency, and ensuring African businesses set the pace for global innovation.

De-Risking African-Built Solutions

For founders, the stakes have never been higher. “Our goal is to raise product leaders who are deeply versed in the mechanics of discovery and delivery, ” notes Osa Awani, Head of Program at the PLA. “We see the shift happening in real-time as our fellows move from theoretical knowledge to building solutions that address market friction with surgical precision.” When founders and Product Managers master the product operating model, they stop guessing; and with a commitment to solving real problems, African product leaders will not only compete globally they will lead.”

Impact by the Numbers

  • 13 Countries: Active representation in the 2026 cohort, including Nigeria, South Africa, Ghana, Egypt, Kenya, Rwanda, Zimbabwe, Cameroun, Egypt and more.
  • 54%+ Female Representation: Leading the charge in inclusive tech leadership.
  • Scores of Scholarships: The Innovate Africa Foundation has provided scholarships to dozens of African product managers to attend prestigious SVPG Masterclasses, resulting in career promotions, career pivots to executive leadership, and the launch of new tech ventures.
  • 3-City Product Tour: Recently concluded engagements with product leaders across Lagos, Nairobi, and Cape Town.

A Future Defined by Innovation

Founded by Christian Idiodi, (partner at the globally renowned Silicon Valley Product Group),  the PLA is rooted in the belief that the intersection of world-class tools such as Artificial Intelligence (AI) and strategic product management is essential to mastering the craft of creating exceptional products for Africa; thereby unlocking Africa’s economic potential. By offering cutting-edge tools, a robust network, and the innovative mindset of the world’s most successful organizations, the PLA ensures Africa’s challenges are addressed with future-ready, world-class solutions.

Distributed by APO Group on behalf of Product Leadership Accelerator (PLA).

 

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Congo’s Minister Onanga to Fast-Track Deals, Drive Local Content and Expand Floating Liquefied Natural Gas (FLNG) in New Investment Push

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High-level talks between the Republic of Congo’s Minister of Hydrocarbons Stev Simplice Onanga and the African Energy Chamber focused on accelerating deal flow, strengthening local content and SNPC, and advancing FLNG expansion to position the country as a regional gas hub

BRAZZAVILLE, Republic of the Congo, May 20, 2026/APO Group/ –The African Energy Chamber (AEC) (www.AfricanEnergyChamber.org) has reinforced its strategic partnership with the Republic of Congo following a high-level meeting between Executive Chairman NJ Ayuk and newly appointed Minister of Hydrocarbons Stev Simplice Onanga in Brazzaville this week, setting the stage for a renewed push to accelerate investment, strengthen local capacity and expand the country’s LNG footprint.

 

Held shortly after Minister Onanga’s appointment, the meeting underscored a shared commitment to faster, more efficient deal-making across Congo’s oil and gas sector. Both sides emphasized that reducing delays in project approvals and execution will be critical to maintaining Congo’s competitiveness and attracting new capital into upstream and gas development.

 

A key focus of discussions was the development of a stronger local industry. Minister Onanga outlined a clear ambition to see Congolese companies grow beyond traditional service roles to become operators, license holders and regional players capable of competing across African markets. This includes building companies that not only support domestic projects, but can also export expertise and services beyond Congo.

 

The AEC welcomed this vision, committing to work closely with the Ministry to help develop a new generation of competitive Congolese firms. This effort will focus on strengthening technical capacity, expanding access to opportunities in field development and drilling, and ensuring local companies are positioned to participate more meaningfully across the value chain.

 

In parallel, Minister Onanga called for enhanced collaboration to strengthen Société Nationale des Pétroles du Congo (SNPC), with the goal of transforming it into one of Africa’s leading national oil companies. The vision is for SNPC to evolve beyond its current partnership model with international oil companies to take on a more operational role – managing assets, leading projects and driving exploration and production both domestically and, over time, internationally.

 

“Congo is focused on building a stronger national energy ecosystem from the ground up,” said Ayuk. “We agreed with the Minister on the need to develop Congolese companies into competitive players that can scale beyond borders. Strengthening SNPC is central to this, so it becomes a more active operator, managing and developing assets. This is about building long-term capacity in-country and positioning Congo as a leading force in African energy.”

With Minister Onanga, we’re seeing a real commitment to getting things done – moving deals faster, empowering Congolese companies and scaling LNG

 

Beyond local industry development, the meeting reinforced Congo’s broader ambition to strengthen its position within Africa’s energy landscape. Minister Onanga highlighted his intention to align national strategy with continental priorities, drawing on his experience as former Chair of the African Petroleum Producers’ Organization (APPO) Board of Governors. Continued engagement with institutions such as APPO and OPEC will remain central to this approach.

 

Gas development – particularly floating LNG (FLNG) – emerged as another key pillar of the discussion. Congo has already made significant progress through projects such as Eni’s Congo LNG development, where the 0.6 mtpa Tango FLNG and the upcoming Nguya FLNG facility are expected to increase the country’s LNG export capacity to around 3 mtpa.

 

Building on this momentum, discussions pointed to the potential for additional FLNG developments. With ongoing conversations around new projects and favorable conditions aligning, a future FLNG expansion could further scale production and reshape Congo’s role in the regional gas market. Expanding capacity would not only strengthen export revenues, but also support domestic gas utilization and industrial growth.

 

“With Minister Onanga, we’re seeing a real commitment to getting things done – moving deals faster, empowering Congolese companies and scaling LNG,” added Ayuk. “The stars are aligning for Congo to lead the continent in floating LNG. If this momentum continues, there’s no doubt the country can position itself as one of Africa’s leading gas hubs.”

 

With a renewed focus on fast-tracked investment, local industry development and LNG expansion, the AEC’s engagement with Congo signals a more execution-driven phase for the country’s energy sector – one aimed at building in-country value, strengthening regional influence and delivering long-term growth.

 

 

Distributed by APO Group on behalf of African Energy Chamber.

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PayPal Brings PayPal USD to Users Across 70 Markets Worldwide and Expands Access in Africa

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Now accessible to millions of PayPal consumers and merchants, PayPal USD helps provide stable purchasing power and enable lower-cost global commerce

SAN JOSÉ, United States of America, May 20, 2026/APO Group/ –PayPal (www.PayPal.com) today announced it is making PayPal USD (PYUSD) available in 70 markets worldwide in the PayPal account. This dollar-backed stablecoin enables users to send funds globally, with faster settlement and lower cost than traditional payment methods.

As global commerce becomes increasingly digital, individuals and businesses are looking for faster and more seamless ways to transact across borders. Stablecoins like PYUSD help power an inclusive, fast, lower-cost, global commerce system.

“Consumers and businesses around the world are looking for faster, more seamless ways to transact globally and the current system still charges too much, takes too long, and settles on timelines that were designed for a different era,” said May Zabaneh, Senior Vice President and General Manager of Crypto, PayPal. “We are working to change that. Enabling PYUSD in users’ accounts across 70 markets gives people faster access to their funds, lower-cost ways to send money across borders, and a more direct path to participating in the global economy, and that is what drives commerce forward for everyone.”

“Bringing PYUSD to Africa is about delivering tangible value to the people and businesses driving growth in these dynamic markets,” said Otto Williams, Senior Vice President and General Manager of the Middle East and Africa, PayPal. “Consumers gain a flexible, stable way to move funds faster, while businesses can streamline cross-border payments, improve settlement times, and unlock new opportunities for growth. By increasing access to a regulated, USD-backed digital currency, we’re breaking down barriers and helping reduce friction in global commerce across the region.”

Users in newly supported markets can buy, hold, send, and receive PYUSD directly from their PayPal account.¹ Additionally, eligible users can earn rewards on their PYUSD holdings,² can i transfer funds to friends and family, whether on PayPal or to third-party digital wallets, and convert PYUSD to local currency when withdrawing funds³ for everyday spending.

Businesses that accept PYUSD can use proceeds in minutes rather than days or weeks, improving liquidity and reducing reliance on traditional settlement cycles. Faster access to funds can help businesses manage working capital, support cross-border operations, and participate in global commerce.

Bringing PYUSD to Africa is about delivering tangible value to the people and businesses driving growth in these dynamic markets

Following the launch of PYUSD in the United States in 2023, this expansion is another critical step in creating the liquidity, utility, and ubiquity of PYUSD necessary to create a more inclusive, global commerce ecosystem. By making it available in more places through PayPal, PYUSD helps consumers send funds internationally at a lower cost, while enabling businesses to settle faster, reduce foreign payment fees, and access proceeds more quickly.

PYUSD is now broadly available across multiple global regions, including Africa, Asia-Pacific, Europe, Latin America, The Middle East, and North America.

For more information about PYUSD, please visit https://apo-opa.co/49g0TOy

 


1. User experience may vary based on local regulations and PayPal experience.

2. Rewards are not available to Singapore or United Kingdom-based users. Rewards rate will be determined at all times in PayPal’s sole discretion, is not guaranteed, and is subject to change. Terms Apply (https://apo-opa.co/3RctVZh).

3. Terms and conditions apply (https://apo-opa.co/3RctVZh)

 

Distributed by APO Group on behalf of PayPal USD (PYUSD).

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