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E-Business

Digital Ad Payments can be Complex, but They Don’t Have to Be 

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Stephen Newton, Managing Director, Sub-Saharan Africa, Ad Dynamo by Aleph
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By Stephen Newton, Managing Director for Sub-Saharan Africa, Aleph Group Inc.

While paying for digital advertising placements has gotten a lot simpler in recent years, it can still be complex. Anyone wanting to run a digital campaign, for example, has to know which pricing model (for example, Cost Per Click (CPC), Cost Per Mille/Thousand Impressions (CPM), Cost Per Action (CPA), and more) each platform uses, how to use the auction system, and ensure that they can make cross-border payments in the currency required.

Stephen Newton, Managing Director, Sub-Saharan Africa, Ad Dynamo by Aleph

Stephen Newton, Managing Director, Sub-Saharan Africa, Ad Dynamo by Aleph

It’s a lot for one person, or even a dedicated ad-buying team to keep track of. But this complexity can also make it difficult for companies that are entering the digital ad space for the first time to get full value out of their online marketing efforts. That’s no small thing either. After all, if you’re a business owner, you want to meet your customers where they are. And with Africans spending an increasing amount of time online (South Africa actually leads the world on this metric), that means having a presence on the biggest digital platforms and, more particularly, the ones most relevant to your business.

Fortunately, it doesn’t have to be so complicated. Advances in a number of fields mean that digital ad payments can be much simpler than has historically been the case.

Understanding complexities 

Before looking at what those advances entail and allow for, it’s important to understand some of the factors behind ad payment complexity.

In addition to the wide variety of pricing models mentioned above, a significant part of the issue is the sheer number of platforms that offer advertising products. Each of those platforms has its own payment systems, pricing models, and rules. Advertisers often need to work with multiple platforms to reach their target audiences effectively.

Many digital ads are also placed through real-time auctions where advertisers bid for ad placements in milliseconds. Advertisers (or, more typically, their media buying partners) need to make rapid decisions about bids and budgets to secure desired placements. Another, related issue is that ad prices can fluctuate based on demand, user behaviour, and other factors. Advertisers need to adapt and optimise their budgets accordingly.

Additionally, digital advertising operates across international boundaries, involving different currencies, tax regulations, and payment methods. Advertisers must manage these complexities when running global campaigns.

These are, of course, other factors that add to the complexity of digital ad payments, but the ones listed above go some way to illustrating how advertisers might miss out on getting full impact from their marketing efforts. That’s not only to the detriment of the advertisers but also to the advertising platforms themselves, who end up missing out on valuable revenue from dissatisfied customers.

Taking a new approach 

In other words, there’s a lot to be gained from making ad payments simpler. Whether you are a native digital advertiser based in Africa aiming to reach consumers in the US, who need hassle-free credit in local currency, or an ad tech platform aiming to offer your services, your experience should be as straight-forward as possible.

That’s part of the reason we’ve launched Aleph Payments. It’s a straight-forward cross-border credit and payment offering which allows eligible advertisers in 130 markets a line of credit for advertising. Once accepted, the advertiser pays Aleph invoices in local currencies, settling exchange and taxes, and allowing all of this to simplify commercial operations for digital ad-tech players.

Ideally, the more of this kind of simplicity we see in the sector, the more we can anticipate the expansion of  the digital ecosystem in emerging economies such as Africa. That’s because simplicity leads to enhanced accessibility and creates an ecosystem that’s more user-friendly for everyone to navigate.

Less complexity benefits everyone

Ideally, the more of this kind of simplicity we see in business, the more growth we’ll see in the US$800 billion digital ecosystem in emerging economies. Because simplicity equates to better accessibility and a simpler ecosystem for everyone to function in.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

E-Business

NITDA, CISCO Empower Youth with Digital Skills

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Fifty selected young unemployed Nigerians have completed a four-week intensive digital skills bootcamp under the Digital Literacy for All (DL4ALL) initiative, gaining practical training in Data Science, Artificial Intelligence (AI), and IT Essentials.

The programme, a collaborative effort between the National Information Technology Development Agency (NITDA) and Cisco, was hosted at NITDA’s South West Zonal Office in Victoria Island, Lagos.

Speaking on behalf of the Director General of NITDA, Kashifu Inuwa , the Head of the South West Zonal Office, Mrs. Chioma Okee-Agugwo, described the initiative as a vital component of Nigeria’s digital future. “This is not just a closing ceremony. It is the launchpad for new journeys—anchored in digital knowledge and powered by innovation,” she remarked.

According to the Director General, the initiative is rooted in NITDA’s Strategic Roadmap and Action Plan (SRAP 2.0) and reflects key focus areas including Digital Literacy, Emerging Technologies, and Youth Empowerment. It also aligns with President Bola Ahmed Tinubu’s Renewed Hope Agenda, which seeks to accelerate economic diversification through digitisation, innovation, and skills development.

Inuwa noted that the DL4ALL initiative forms part of Nigeria’s broader commitment to digital inclusion—ensuring that no one is left behind in the evolving digital economy. It also supports the ambitious goal of achieving 70% digital literacy by 2027, championed by the Honourable Minister of Communications, Innovation and Digital Economy, Dr. Bosun Tijani. This national vision aims to equip millions of Nigerians with the skills required to thrive in a tech-driven world.

He further emphasized the importance of empowering youth with globally relevant skills. “They are no longer just consumers of technology. They are creators, innovators, and future employers,” he said.

The NITDA boss explained that throughout the bootcamp, participants engaged in hands-on learning experiences designed to build both technical proficiency and digital leadership capabilities.

“This is only the beginning,” he stated. “Through our zonal strategy, we are bringing innovation closer to local communities. This is how we democratise access and unlock Nigeria’s full digital potential.”

Inuwa expressed appreciation to Cisco for delivering high-impact training and called on stakeholders to continue investing in partnerships, people, and platforms that drive digital inclusion.

He asserted that the newly certified participants are now equipped to contribute meaningfully to Nigeria’s digital economy—armed with the skills to build solutions, secure infrastructure, and launch tech ventures that solve real-world problems.

At the end of the bootcamp, participants demonstrated their knowledge through impressive presentations that showcased the integration of skills acquired across Data Science, AI, and IT Essentials. Many spoke passionately about how the programme had expanded their technical competence and sparked a drive to create job opportunities—not only for themselves but also for others—as entrepreneurs and digital solution providers in their communities.


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Cyberattack Could Cost it Up to $400m – Coinbase

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Coinbase forecast a hit of between $180m and $400m from a cyberattack that breached account data of a “small subset” of its customers, the crypto exchange said in a regulatory filing on Thursday.

Cyberattack Could Cost it Up to $400m - Coinbase

The company received an anonymous email on May 11, claiming to have information about certain customer accounts as well as internal documents.

While some data — including names, addresses and emails — was stolen, the hackers did not get access to login credentials or passwords, Coinbase said.

Still, it will reimburse customers who were tricked into sending funds to the attackers.

Hackers had paid multiple contractors and employees working in support roles outside the US to collect information.

The company has fired those involved, it said.

Separately, the New York Times reported that the US Securities and Exchange Commission (SEC) was investigating whether the company had misstated its user numbers.

Coinbase shares extended losses after the report and were last down 6.5%.

“This is a hold-over investigation from the prior administration about a metric we stopped reporting two-and-a-half years ago, which was fully disclosed to the public,” said Paul Grewal, Coinbase’s chief legal officer.

“While we strongly believe this investigation should not continue, we remain committed to working with the SEC to bring this matter to a close.”

The SEC declined to comment.

The latest developments come days before the company is set to join the benchmark S&P 500 index, casting a shadow over what was expected to be a landmark moment for the crypto industry.

Security remains a challenge for the crypto industry despite its growing mainstream acceptance.

In February, Bybit disclosed a hack in which about $1.5bn worth of digital tokens were stolen — widely described the biggest crypto heist ever.

“The cyberattack may push the industry to adopt stricter employee vetting and introduce some reputational risks,” said Bo Pei, an analyst at US Tiger Securities.

Funds stolen by hacking crypto platforms amounted to $2.2bn in 2024, according to a report from Chainalysis, a US-based blockchain analysis firm.

“As our nascent industry grows rapidly, it draws the eye of bad actors, who are becoming increasingly sophisticated in the scope of their attacks,” said Nick Jones, founder of crypto firm Zumo.

Coinbase has refused to pay a ransom of $20m demanded by the attackers and is working with law enforcement agencies. Instead it has established a $20m reward for information on the hackers.

The company is also opening a new support hub in the US and taking other measures to prevent such cyberattacks, it said.

 

 

 


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Q1 2025 .ng Domain Name Statistics Reflect Nigeria’s Advancing Digital Landscape

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The Nigeria Internet Registration Association (NiRA) presents its report on .ng domain name registration and renewal statistics for the first quarter of 2025, highlighting the continued expansion of Nigeria’s digital footprint. The data underscores a consistent and significant adoption of the nation’s Country Code Top-Level Domain (ccTLD), reinforcing its pivotal role in the burgeoning Nigerian digital economy.

During the period spanning January to March 2025, a total of 40,791 .ng domain names were recorded. This figure comprises 22,236 new registrations and 18,555 renewals, indicating a healthy balance between the acquisition of new digital identities and the sustained commitment of existing domain name holders to their online presence.

Analysis of the registration trends within the quarter reveals a notable upward trajectory, with a 13.92% increase in domain name registrations observed between February and March 2025.

This growth signifies an increasing recognition of the importance of a localized online identity by a diverse range of stakeholders, including individuals, startups, Small and Medium-sized Enterprises (SMEs), and larger organizations.

Notably, the .com.ng extension continues to be the dominant choice, accounting for over 60% of both new registrations and renewals. This reaffirms its status as the preferred domain name extension for Nigerian businesses seeking to establish a credible and locally relevant online brand presence while maintaining global accessibility. The sustained popularity of .com.ng underscores its perceived value among Nigerian entrepreneurs and enterprises seeking to secure their digital real estate.

This upward trajectory isn’t happening by chance. The Nigeria Internet Registration Association (NiRA) has remained intentional in its drive for digital inclusion and domain adoption. Through public education, training via the .ng Academy, outreach campaigns, and partnerships with stakeholders across the tech ecosystem, NiRA has consistently advocated for the importance of owning a local domain.  The current standing of .ng as the second most registered ccTLD in Africa reflects the efficacy of these efforts.

Digital adoption in Nigeria is no longer just about being online—it’s about owning your digital identity. And with a .ng domain, Nigerians are better positioned to assert that identity, connect with local and international audiences, and gain better control over their digital footprints.

As we look toward the rest of 2025, the Q1 results serve as a strong signal: more people are embracing the digital future, and the .ng domain is increasingly becoming their first step.


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