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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

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NITDA Warns Against Fake Google Play Store

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National Information Technology Development Agency (NITDA) has issued a public advisory warning Nigerians about a fraudulent website impersonating the Google Play Store.

NITDA Warns Against Fake Google Play Store

Mrs Hadiza Umar, head of Corporate Affairs and External Relations at NITDA, made this known on Friday in Abuja.

Umar stated that the fake website was distributing a new malware strain known as the Play Praetor Trojan.

“Cybercriminals are using fraudulent websites designed to mimic the Google Play Store to lure victims into downloading malicious applications,” she said.

She explained that the fake Play Store links were being circulated through various social engineering tactics, including phishing emails, malicious advertisements, and SMS messages.

According to Umar, once the fake application is installed, the Play Praetor Trojan gives attackers unauthorised access to the victim’s device.

“This access can lead to data theft, credential harvesting, financial fraud, remote control of the device, and further malware deployment,” she warned.

She urged the public to download apps only from the official Google Play Store or other trusted sources.

Umar also advised users to verify app developers, read reviews before installation, regularly update their devices and apps to patch vulnerabilities, and use reputable mobile security solutions to detect and block threats.

 

 


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Cyberattacks: ‘56 Percent of Cases Stem from Existing Logins

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A new report by Sophos, ybersecurity firm, has said that attackers primarily gained initial network access—56 per cent of all MDR and IR cases—by exploiting external remote services like firewalls and VPNs using valid credentials.

Cyberattacks: ‘56 Percent of Cases Stem from Existing Logins

The 2025 Sophos Active Adversary Report details attacker behavior and techniques from over 400 Managed Detection and Response [MDR] and Incident Response [IR] cases in 2024.

According to the report, the combination of external remote services and valid accounts align with the top root causes of attacks.

For the second year in row, compromised credentials were the number one root cause of attacks [41% of cases]. This was followed by exploited vulnerabilities [21.79%] and brute force attacks [21.07%].

When analysing MDR and IR investigations, the Sophos X-Ops team looked specifically at ransomware, data exfiltration, and data extortion cases to identify how fast attackers progressed through the stages of an attack within an organisation.

In those three types of cases, the median time between the start of an attack and exfiltration was only 72.98 hours [3.04 days]. Furthermore, there was only a median of 2.7 hours from exfiltration to attack detection.

“Passive security is no longer enough. While prevention is essential, rapid response is critical. Organisations must actively monitor networks and act swiftly against observed telemetry.

Coordinated attacks by motivated adversaries require a coordinated defense. “For many organisations, that means combining business-specific knowledge with expert-led detection and response.

Our report confirms that organizations with proactive monitoring detect attacks faster and experience better outcomes,” said John Shier, field CISO.

The 2025 Sophos Active Adversary Report further reveals that attackers can move quickly, with a median of just 11 hours between initial access and a breach attempt on Active Directory, a critical asset in Windows environments.

Akira emerged as the most prevalent ransomware group in 2024, followed by Fog and LockBit, the latter still active despite a major takedown.

Attack detection has improved overall, with dwell time—the time attackers remain undetected—dropping from four days to just two, thanks largely to the inclusion of MDR (Managed Detection and Response) cases.

Dwell time varied depending on the type of case: it held steady at 4 days for ransomware and 11.5 days for non-ransomware cases in incident response (IR) investigations.

In contrast, MDR cases showed much faster response times—3 days for ransomware and just 1 day for non-ransom – ware attacks.

The report also highlights that 83% of ransomware deployments occurred outside local business hours, showing attackers favor overnight activity.

Additionally, Remote Desktop Protocol (RDP) was exploited in 84% of cases, making it the most commonly abused Microsoft tool.

To strengthen their cybersecurity posture, Sophos advises organizations to take several key steps.

First, they should close any exposed Remote Desktop Protocol (RDP) ports and implement phishing-resistant multifactor authentication (MFA) wherever feasible to reduce unauthorized access risks.

Additionally, companies should prioritize timely patching of vulnerable systems, especially those exposed to the internet. Deploying Endpoint Detection and Response (EDR) or Managed Detection and Response (MDR) solutions with 24/7 monitoring is crucial.

Finally, having a well-defined incident response plan—and regularly testing it through simulations or tabletop exercises—can greatly improve preparedness for potential attacks.


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Kaspersky Presents Insight on 14% Increase in Spyware Attacks on Businesses in Africa @ GITEX Africa

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As part of the company’s participation at the GITEX Africa conference, taking place in Morocco on 14-16 April 2025, Kaspersky will address the dynamics for cyberthreats in the African region as per the latest anonymised data from the Kaspersky Security Network (KSN)¹.

From 2023 to 2024 businesses in Africa were targeted by web threats, on-device threats, and attacks aiming to steal data, including spyware and password stealers.

Phishing and ransomware continue to be significant threats in the region, with 66 million phishing link clicks seen by Kaspersky in the African region in 2024, including over 14.8 million phishing link clicks by corporate users.

Web-based threats, or online threats, are a category of cybersecurity risks that may cause an undesirable event or action affecting users browsing the Internet.

According to Kaspersky data, there were 131 580 587 web threats detected in 2024 in the African region, including almost 20 million attack attempts in Kenya, almost 17 million in South Africa, and 12.6 million in Morocco. Businesses were targeted by web threats more often in 2024 than in 2023, with threat detections increasing by 1.2%.

Local (on device) threats include malware that is spread via removable USB drives, CDs and DVDs, or that initially makes way onto the computer in non-open form (for example, programs in complex installers, encrypted files, etc.).

According to Kaspersky telemetry, local (on device) threat detections in organisations in the African region in 2024 increased by 4% compared to 2023. Among the countries that saw growth in local threats detected in organisations were Nigeria (169% increase), Ethiopia (86%), South Africa (32%), Senegal (11%), and Morocco (9%).

There has been a spike of threats related to data theft. According to Kaspersky data, there was a 14% growth in spyware attack detections on businesses in the African region from 2023 to 2024.

Spyware is secretly installed on a user’s computer to monitor their actions and collect their data. Apart from that, there has been a 26% increase in password stealer detections. Password stealers are a type of malware designed to harvest login credentials and other sensitive data.

“Our statistics show an increase in attack detections for several types of cyberthreats, and the factors driving these increases are multifaceted. In the B2B sector, the continuing shift toward hybrid work models and the rush to digitise operations — often outpacing cybersecurity investments — may leave businesses in Africa exposed to advanced persistent threats.

In the B2C space, the explosion of digital financial services, coupled with low digital literacy rates, makes individuals prime targets for opportunistic attacks,” comments Maher Yamout, Lead Cybersecurity Researcher with Kaspersky Global Research and Analysis Team.

“Organisations in Africa should prioritise a unified approach by enhancing collaboration, investing in specialised cybersecurity training, and promoting digital literacy to effectively combat the rising tide of cybercrime. Initiatives like the African Cyber Surge operation and targeted educational programs can serve as blueprints for building a resilient digital ecosystem across the continent.”


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