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

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.
E-Business
FG Partners UK to Combat Cross-border Cyber-crime

The federal government and the United Kingdom signed an agreement Tuesday to combat the growing threat of cyber-crime. The Memorandum of Understanding was signed following a courtesy visit by David George Hanson, minister of the home office, UK, to the Nigeria Police Force headquarters, Louis Edet House in Abuja.
Transnational crime is a big problem for both the UK and Nigeria, so the governments intend to strengthen existing collaboration efforts to crack down on cyber-criminals and protect their industries from unlawful activities.
Offences such as online fraud, identity theft, digital extortion, and ransomware , operate across many jurisdictions, and frequently necessitate sophisticated cooperation efforts, according to the two governments during a press conference.
Furthermore, Lateef Fagbemi, Nigeria’s attorney-general and minister of justice, established the Joint Case Team on Cybercrime, which aims to address the need for a coordinated and robust approach to combating cybercrime, as stated in the Cybercrimes Act of 2015, which criminalises cyber-related offences.
Hanson underlined the importance of ongoing cooperation efforts to combat international crime in a number of areas, affecting vulnerable individuals.
He said: “We need to look again at how we can build cooperation between the Federal Government, the federal police, and our police forces and National Crime Agency to take action against these international criminals, who are exploiting vulnerable people in a whole range of areas. The National Crime Agency, the Home Office Fraud Department, and the High Commission need to make sure we make a big impact on this transnational crime.”
“The collaboration between the Nigerian Police Force and National Crime Agency continues to serve as a model in international law enforcement cooperation. We have successfully conducted joint operations into many cases of cybercrimes and online fraud. With your [UK government] cooperation, we have continued to bust other criminal networks around the world,” added inspector-general of Nigerian Police Force, Kayode Adeolu Egbetokun.
E-Business
CAC to Prosecute Business Owners Operating Without Registration

Corporate Affairs Commission (CAC) has reaffirmed its commitment to enforcing business registration laws in Nigeria, warning that individuals and organizations operating unregistered businesses will face prosecution.
In a statement, the CAC emphasized that conducting business without proper registration violates the Companies and Allied Matters Act (CAMA) 2020, undermining transparency and accountability in the corporate sector.
The commission stressed that registration is not only a legal requirement but also a gateway to formal business opportunities, including access to bank loans, government grants, and partnerships.
The enforcement drive will be nationwide, targeting small and medium-sized enterprises (SMEs), online vendors, and informal traders who have failed to comply despite previous awareness campaigns and registration amnesty windows.
The CAC disclosed that enforcement teams, in collaboration with security agencies, will be deployed to identify and prosecute defaulters.
The commission urged business owners to take advantage of its simplified registration platform to regularize their status, noting that compliance will boost investor confidence and improve Nigeria’s ease of doing business. It warned that ignorance of the law will not be accepted as an excuse.
Business owners are advised to act promptly to avoid legal consequences, as the CAC moves to ensure a more structured and regulated business environment in Nigeria.
E-Business
NCC Vows to Tackle Online Infringement, Block Illegal Music Websites

Nigerian Copyright Commission (NCC) has pledged to enforce its legal obligations to combat online intellectual property infringement and urged commercial music users to obtain proper licences from rights holders or their representatives.
The Commission stated that this ensures creators are fairly compensated, supporting the music industry’s sustainable growth.
In a statement commemorating the 2025 World Intellectual Property Day, themed “IP and Music: Feel the Best of IP,” the NCC announced plans to enforce the Copyright Act 2022, which allows for the takedown of infringing materials and blocking of websites hosting illegal content.
Signed by Mrs Ijeoma Egbunike, director of Public Affairs, the statement outlined an aggressive anti-piracy campaign in collaboration with the private sector, targeting the online environment.
Egbunike affirmed the NCC’s commitment to establishing enforceable standards for transparency, digital audits, and real-time royalty reporting to protect creators’ rights. She stated, “The NCC will continue to champion policies that support the growth of the music industry, improve the livelihoods of Nigerian musicians, and foster a culture of creativity and respect for intellectual property.”
Despite the global success of Afrobeats and other Nigerian genres, the NCC noted that many musicians face low royalty returns due to rampant digital piracy.
To address this, the Commission revised its Collective Management Regulations to enhance transparency and accountability among Collective Management Organisations (CMOs).
The NCC emphasised that proper licensing is a legal obligation and vital for Nigeria’s creative economy, stating, “Music must feel the beat of intellectual property for the full potential of creativity to be realised.”
The Commission highlighted that creators’ livelihoods depend on fair royalty compensation.
Recent enforcement measures include the NCC’s designation by the Attorney-General of the Federation as an authority under the Proceeds of Crime (Recovery and Management) Act 2022.
This, combined with the Copyright Act 2022, empowers the NCC to order takedowns and block illegal music distribution websites.
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