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Latest AppsFlyer Performance Index Shows Google Increase its Dominance on Android in Africa

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AppsFlyer, the marketing measurement and experience platform, has released the 13th edition of its Performance Index, ranking the top media sources in mobile advertising.

Analyzing 623 media sources, 33 billion installs, and over 17,000 apps, the report shows that Google continues to drive the highest number of app installs in Africa.

Each year, app marketers globally consult the AppsFlyer Performance Index on which media sources to partner with to maximise their marketing budgets. This year’s report also includes insights on the changing mobile media landscape, following the implementation of Apple’s Tracking Transparency (ATT).

Google continues to dominate Android, widening its lead from the rest

Google is continuing to exponentially drive the largest number of installs in app marketing, further increasing its lead over Facebook in Android devices. The search giant ranked first in the Retention Index’s power and volume rankings in all Gaming and non-gaming categories, with the exception of racing games.

In Africa, the only area where Google did not rank top in the Retention Index’s power and volume ranking was in the simulation gaming category where Unity Ads came out top.

Google’s unrivaled reach in Android is also the main reason why it is ranked number two in the In-App Advertising (IAP) Index global power ranking with a score that was only slightly lower than Facebook’s.

However, it did claim the first spot in the global power ranking in non-gaming as well as in the Casual gaming group.

The remarketing Index shows that although Facebook still dominates this category, Google is closing the gap and has even claimed the top spot among Finance apps, globally. In fact, Google increased its share of the app remarketing conversion pie by 33% comparing H1 2021 and H2 2020.

Apple Search Ads overtakes Facebook among consented users in iOS

AppsFlyer found that among consenting users, Apple Search Ads (ASA) ranked first in both the Retention Index’s global power and volume rankings.

In fact, iOS marketers flocked to ASA following the enforcement of ATT, with ASA reaching almost 60% of its traffic from the previous index which covered the entire second half of 2020 in only seven weeks.

ASA is the only media source in iOS that functions independently of SKAdNetwork and deterministically attributes users.

While ASA is not a lateral comparison to other media sources in the rankings, AppsFlyer applied the same methodology for ASA and its competitors despite the differences in which they operate due to ASA’s volume of users with full data granularity, which is ultimately what marketers seek

“This edition of the Index comes at a fascinating time, as the industry is still in transition following the enforcement of Apple’s ATT in April of this year,” said Daniel Junowicz, RVP EMEA & Strategic Projects, AppsFlyer.

“Across Africa, while the number of users on iOS is rapidly growing, Android’s dominance means the impact of ATT has been less pronounced. App marketers in the region continue to see an increase in installs and having the latest insights and analytics is key to maximising returns on marketing spend.”

“The entire mobile marketing industry worldwide is now starting to see the initial tremors of dynamic shifts, and it is imperative that advertisers make decisions based on data.”

Adjoe is the fastest-growing media source in mobile advertising thanks to success in the Middle East and Africa

The fastest growing media source in Android was Adjoe with a 60% clients growth and a 2.5x leap in the number of attributed non-organic installs. Most of its growth was driven by success in the Middle East & Africa.


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E-Business

Microsoft Server Hack Likely Solo Actor, Thousands at Risk

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A widespread cyberattack targeting Microsoft’s (MSFT.O) server software used by thousands of government agencies and businesses for internal document sharing was likely orchestrated by a single actor, a cybersecurity researcher said on Monday.

Microsoft Server Hack Likely Solo Actor, Thousands at Risk

Microsoft issued an alert on Saturday warning of “active attacks” on on-premise SharePoint servers.

The company clarified that SharePoint Online, part of the Microsoft 365 cloud suite, was not affected by the exploit, which is considered a “zero-day” vulnerability due to its previously undiscovered nature.

“Based on the consistency of the tradecraft seen across observed attacks, the campaign launched on Friday appears to be a single actor. However, it’s possible that this will quickly change,” Rafe Pilling, director of Threat Intelligence at Sophos, a British cybersecurity firm.

That tradecraft included the sending of the same digital payload to multiple targets, Pilling added.

Microsoft said it had “provided security updates and encourages customers to install them,” a company spokesperson said in an emailed statement.

It was not clear who was behind the ongoing hack. The FBI said on Sunday it was aware of the attacks and was working closely with its federal and private-sector partners, but offered no other details.

Britain’s National Cyber Security Centre did not immediately respond to a request for comment.

The Washington Post said unidentified actors in the past few days had exploited a flaw to launch an attack that targeted U.S. and international agencies and businesses.

According to data from Shodan, a search engine that helps to identify internet-linked equipment, over 8,000 servers online could theoretically have already been compromised by hackers.

Those servers include major industrial firms, banks, auditors, healthcare companies, and several U.S. state-level and international government entities.

“The SharePoint incident appears to have created a broad level of compromise across a range of servers globally,” said Daniel Card of British cybersecurity consultancy, PwnDefend.

“Taking an assumed breach approach is wise, and it’s also important to understand that just applying the patch isn’t all that is required here.”


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Flaw in Microsoft SharePoint Sparks Global Cybersecurity Concern

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A Microsoft SharePoint server software flaw is causing widespread concern across the global cybersecurity landscape, exposing thousands of organisations to hackers exploiting a new vulnerability.

This critical vulnerability exposes government agencies, universities, and energy firms who are at risk of cyberattacks. The flaw, now being actively exploited by unidentified hackers, allows attackers to gain deep, remote access to on-premise SharePoint servers.

The U.S. Cybersecurity and Infrastructure Security Agency (CISA) has confirmed that the vulnerability can enable malicious actors to access internal files, change configurations, and even execute remote code, effectively giving them high-level control over compromised systems.

Microsoft has also acknowledged the breach and released a security patch aimed at stopping the ongoing attacks. The firm urged users to apply the patch immediately, saying it is working to roll out additional protections, according to a statement reported by Bloomberg.

Despite these efforts, cybersecurity researchers warn that systems may remain vulnerable if attackers have already infiltrated networks, stolen authentication keys, or implanted persistent backdoors before patches were applied.

The United States hosts the highest number of these vulnerable systems, followed by the Netherlands, the United Kingdom, and Canada.

The Washington Post reported that the breach has already impacted a range of institutions, including U.S. federal and state agencies, academic institutions, energy companies, and a telecommunications firm in Asia.

This latest incident adds to a growing list of cybersecurity challenges facing Microsoft. In March, the company revealed that Chinese state-backed hackers had targeted its cloud-based services to infiltrate both U.S. and international organisations.

Last year, the U.S. Cyber Safety Review Board sharply criticised Microsoft’s internal security culture as ‘inadequate’ after a separate breach compromised its Exchange Online mail systems and exposed communications of high-level officials.


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NIMC Enrolls 122m for NIN, Cuts Extortion by 40 Percent

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National Identity Management Commission (NIMC) has said that it has reduced incidents of extortion and unofficial charges in the identity enrolment process by over 40 per cent.

NIMC Enrolls 122m for NIN, Cuts Extortion by 40 Percent

Abisoye Coker-Odusote, director general of NIMC,

Abisoye Coker-Odusote, director general of NIMC, who disclosed this  at an event in Lagos at the weekend, attributed the drop to improved transparency in fee structure at the commission.

The CEO was represented by Lanre Yusuf, director, Information Technology and Identity Database, NINC.

The workshop, organised by the identity regulator in partnership with the Guild of Corporate Online Publishers, focused on repositioning Nigeria’s digital identity landscape and combating misinformation.

According to Coker-Odusote, the sharp reduction in illicit charges is a direct result of reforms introduced by NIMC to curb racketeering and unauthorised payments, which have for years plagued the national identity registration process..

“Enrolment for the National Identification Number remains free. We have standardised modification and authentication fees, and these are publicly disclosed. Our enforcement of a transparent fee structure has resulted in a 40 per cent drop in extortion and unofficial charges,” the regulator said.

She explained that prior to her assumption of office, complaints about exploitative fees at enrolment centres were widespread, fuelling public distrust in the system.

However, she noted that the commission had since prioritised transparency and stakeholder accountability, ensuring that Nigerians no longer have to pay above the legally mandated fees. “We are addressing deep-rooted issues that once undermined public confidence in the enrolment process,” she said.

The NIMC chief added that the commission had introduced digital tools to reduce human interference in the registration process.

These include the NINAuth mobile app, the Self-Service NIN Enrolment and Modification app, and Contactless Biometric Solutions, all designed to make the system more efficient, secure, and user-friendly.

Coker-Odusote also reiterated the commission’s commitment to inclusion, stressing that no Nigerian should be left behind in the country’s digital identity transformation.

According to her, over 7,167 front-end enrolment agents and partners have been revalidated and retrained to serve the public professionally, with strict monitoring mechanisms now in place.

In addition, NIMC has deployed grievance redress officers across all 36 states to handle complaints from Nigerians about enrolment centres and agents, with a 24/7 toll-free line available to report any misconduct.

The reforms are part of broader efforts by the Commission to build a unified, secure, and people-centred digital identity system that facilitates access to government services, financial inclusion, social protection, and national planning.

Coker-Odusote called on media partners to support the Commission in disseminating accurate information, countering misinformation, and raising awareness about the benefits of digital identity.

“We are asking our partners in the media to help us combat fake news and promote transparency in the identity ecosystem. We need to ensure every Nigerian understands their rights and knows that their identity is key to accessing opportunities and services,” she said.


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