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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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SLB commissions new fluids systems plant in Pemba to support Mozambique’s offshore energy development

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New facility expands in-country drilling and completion fluids capability, advancing the next phase of SLB’s growth in Mozambique

PEMBA, Mozambique, October 9, 2026/APO Group/ –SLB (NYSE: SLB) (www.SLB.com) announced the opening of a new fluids systems plant in Pemba, Mozambique. The new facility strengthens in-country capacity to prepare, store and deliver drilling and completion fluids for offshore operations, reinforcing the infrastructure needed as Mozambique’s offshore activity grows and its role as a strategic energy hub for East Africa continues to expand.

The commissioning of the plant, also known as a liquid mud plant, coincides with SLB marking 70 years of operations in Mozambique. It reflects the company’s long-term commitment to investing in people, infrastructure and capability that support the country’s long-term offshore energy development plans.

 




  

With an initial storage capacity of 21,000 barrels, the liquid mud plant provides a scalable platform for future growth, supporting multiple customers and rising offshore activity while improving logistics and enhancing operational flexibility.

As SLB marks 70 years in Mozambique, this investment reflects our confidence in the country’s future and our commitment to supporting its energy ambitions

“As SLB marks 70 years in Mozambique, this investment reflects our confidence in the country’s future and our commitment to supporting its energy ambitions,” said Miguel Baptista, Central, East and Southern Africa, Managing Director, SLB. The new liquid mud plant strengthens local energy infrastructure, expands opportunities for local content development, and enhances our ability to support customers as they deliver some of Africa’s most significant offshore energy resources.”

The liquid mud plant project was delivered with strong local participation and that momentum is expected to continue into operations. During project delivery, more than 100 jobs were created in Pemba with nationals representing 80% of the workforce, reflecting a focus on building local capability.

The project was delivered with a strong focus on safety, operational integrity, and quality, achieving more than 67,000 hours worked without a recordable safety incident.

This key infrastructure strengthens SLB’s ability to support consistent service quality and enhance supply chain readiness for increasing offshore activity across Mozambique, supporting customers execute safely and efficiently while developing local skills and expertise.

Key Points:

  • SLB has commissioned a new fluids system plant in Pemba, expanding in-country drilling and completion fluids capability for offshore operations.
  • With an initial storage capacity of 21,000 barrels, the facility provides a scalable platform to support growing offshore activity in Mozambique.
  • The investment marks the next phase of SLB’s growth in Mozambique, strengthening local capability and supporting long-term offshore energy development.

Distributed by APO Group on behalf of SLB.

 

 




 

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South African Energy Storage Association (SAESA) welcomes 4,600 MW battery storage prioritisation and calls for integrated energy planning

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Battery energy storage systems (BESS) are becoming critical system infrastructure, supporting flexibility, reducing avoidable curtailment, shifting energy into periods of demand and strengthening security of supply

JOHANNESBURG, South Africa, October 9, 2026/APO Group/ –The South African Energy Storage Association (SAESA) (www.SAESA.org.za) welcomes the prioritisation of 4,600 MW of battery energy storage under the first Integrated Resource Plan (IRP) 2025 Section 34 determination.

 




  

The timing is significant. Recent Integrated Energy Plan (IEP) modelling and assumptions discussions highlighted a fundamental shift that South Africa’s energy planning now needs to capture: we cannot plan the future power system by counting megawatts of generation alone.

We must plan for when energy is available, where it is available, how it moves through a constrained grid and how it is stored and dispatched when the system needs it most.

The announcement reinforces that shift. Battery energy storage systems (BESS) are becoming critical system infrastructure, supporting flexibility, reducing avoidable curtailment, shifting energy into periods of demand and strengthening security of supply.

For SAESA, the message for the IEP is clear: storage, flexibility and system services must be modelled as integral components of South Africa’s future electricity architecture, with their contribution considered from the outset of generation planning.

“The IEP must plan the power system we are becoming, not simply model the power system we have inherited,” says SAESA.

The IEP must plan the power system we are becoming, not simply model the power system we have inherited

Partnership with C&I Energy + Storage Summit

SAESA is an association partner of the C&I Energy + Storage Summit, created by VUKA Group, taking place on 28–29 October 2026 at The Maslow Hotel, Sandton, Johannesburg.

The summit brings together commercial and industrial energy users, project developers, financiers, regulators and solution providers to explore practical approaches to energy security, procurement and storage deployment.

For businesses assessing how storage can support their operations, the event offers an opportunity to meet SAESA and engage with the wider energy community on the decisions shaping South Africa’s evolving electricity system.

Commercial and industrial energy decision-makers are invited to apply to attend as hosted buyers. Qualifying buyers receive complimentary summit access and curated opportunities to engage with industry partners.

 

Meet SAESA at C&I Energy + Storage Summit: Join the Hosted Buyer Programme

The Hosted Buyer Programme connects commercial and industrial energy decision-makers with solution providers shaping South Africa’s evolving private energy market.

Qualified energy buyers receive complimentary access to the summit and curated engagement with industry partners exploring energy procurement, storage deployment and project development.

Apply for the Hosted Buyer Programme (https://apo-opa.co/4ehLijJ)

Distributed by APO Group on behalf of VUKA Group.

 




 

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Afreximbank welcomes launch of Africa Credit Rating Agency as an important step in strengthening Africa’s financial architecture

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Expanding credible rating coverage can improve the information available to investors and support the development of deeper domestic and regional capital markets

PORT LOUIS, Mauritius, October 8, 2026/APO Group/ –African Export-Import Bank (Afreximbank) (www.Afreximbank.com) welcomes today’s launch of the Africa Credit Rating Agency (AfCRA), an important milestone in strengthening Africa’s financial architecture and expanding the continent’s capacity to generate credible, independent analysis of African credit risk.

 




 
 

Credit ratings play an important role in determining access to capital, influencing investor perceptions and shaping the cost at which governments, institutions and businesses can finance development. It is therefore essential that assessments of African credit risk are independent, rigorous and evidence-based, while reflecting a complete understanding of the structures, institutions and economic realities being assessed.

The establishment of AfCRA adds an important African-led source of credit opinion to the market. Its value will not be measured by whether it produces more favourable ratings, but by the credibility of its analysis, the quality of its data and transparency of its methodology, and its ability to deepen understanding of African sovereigns, sub-sovereigns and corporate credit.

This is particularly important given that many African issuers remain unrated, while local-currency and sub-sovereign markets continue to have limited rating coverage. Expanding credible rating coverage can improve the information available to investors and support the development of deeper domestic and regional capital markets.

AfCRA must set a new benchmark for the continent, maintain its independence, and remain wholly owned and controlled by Africans

Alongside fellow members of the Alliance of African Multilateral Financial Institutions (AAMFI), Afreximbank has consistently maintained that African Multilateral Financial Institutions should be assessed on the basis of their fundamentals, performance, legal frameworks, mandates and operating models. Ensuring that these institutional characteristics are properly understood is essential to achieving informed, balanced and credible assessments of African risk.

Commenting on the uniqueness of the African market, and need for AfCRA’s rating methodology to reflect this, Mr Denys Denya, Senior Executive Vice President, Afreximbank, said: “The rating methodology AfCRA develops must recognise the uniqueness of our environment and its institutional structures. The Agency must set its own standards and not follow those set elsewhere — it must build a unique identity that conforms to an ‘African best practice.”

Highlighting the need for the autonomy of the Africa Credit Rating agency as it takes off, Mr Denya added: “Most importantly, AfCRA must set a new benchmark for the continent, maintain its independence, and remain wholly owned and controlled by Africans. We must all use it, and in return expect a complete assessment of where we (Africa) stand: the strengths the market has ignored, and the weaknesses we still need to fix.”

AfCRA should therefore be seen as complementary to existing international and regional rating agencies, broadening the range of credible analysis available to investors and issuers while strengthening competition, transparency and analytical capacity within Africa’s credit markets.

As Africa seeks to mobilise the scale of capital required for industrialisation, trade, infrastructure and economic transformation, credible African institutions that improve information, strengthen market confidence and deepen the continent’s financial markets will become increasingly important.

Afreximbank congratulates the African Union, the African Peer Review Mechanism (APRM) and all those involved in bringing AfCRA from concept to launch, and looks forward to the contribution the Agency will make to deeper, more transparent and more efficient African capital markets.

Distributed by APO Group on behalf of Afreximbank.

 




 

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