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New ways to help you drive performance with Demand Gen

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In today’s complex digital landscape, consumers turn to visual-first content to get ideas and inspiration across platforms. To stay relevant, brands need to show up when and where it matters most to their audience.

YouTube, for instance, fosters deeper connections than traditional social media. In fact, Gen Z viewers rank YouTube #1 when it comes to feeling like they’re doing something quality with their time,1 and 61% of Gen Zs agree they feel closer to creators they watch on YouTube than on other platforms.2 This translates into strong results: a Nielsen analysis found that YouTube delivers 2.3x higher long-term ROAS than paid social.3

In 2023, we launched Demand Gen campaigns to help businesses build deeper engagements with potential customers and boost online sales and leads. Demand Gen helps you create and convert demand on YouTube and Google’s most visual, immersive surfaces when consumers aren’t searching for you. It offers AI-powered features with flexible controls to connect your business with the right customers wherever they are in their buying journeys.

Today, we’re introducing new ways to help you enhance your Demand Gen campaigns — including expanded controls to customize campaigns for specific channels, new creative enhancements, and richer product and in-store details in your ads. We’ll also share an update on the upgrade timeline to transition your Video Action Campaigns to Demand Gen.

Control where your ads appear

We’ve heard from many of you that flexible controls are crucial for AI-powered campaign optimization. Building on the success of creative preferences and an early experiment, we’re expanding channel controls to all available ad surfaces in Demand Gen globally starting in March. With channel controls rolling out as a beta to everyone, you’ll be able to precisely choose where your ads appear across YouTube, Discover and Gmail — including the ability to tailor your Demand Gen campaigns to serve specifically on YouTube Shorts.

Additionally, we’re adding Google Display inventory to Demand Gen to help you stay top-of-mind with more customers wherever they are browsing content — reaching over 90% of the global internet population across more than 3 million sites and apps.

You can precisely choose where your ads appear across YouTube and Google with channel controls in Demand Gen.

To maximize reach, we encourage all advertisers to take advantage of the full inventory in Demand Gen to fluidly optimize across channels. Learn more about the benefits of cross-channel optimization here.

Multiply your creative impact

Compelling creatives fuel successful campaigns. This requires a strong variety of assets that meet the specifications of different inventory and formats so you can show up when it matters — and that resonate with the diverse needs and interests of your customers. To help you craft stronger ad creatives, we’re introducing more ways to tailor your assets to different screens and formats:

  • Demand Gen offers various video and image formats to help you craft unique brand stories on YouTube. Starting in late February you can also run 9:16 vertical image ads on Shorts to create a more immersive, full-screen experience.
  • Last November, we launched video enhancements in Demand Gen, allowing you to flip your original video and create new videos in different aspect ratios. In the coming weeks, we’ll roll out a new feature to help you create shorter versions of your videos at scale.

Create shorter versions of your videos at scale with new video enhancements.

You’ll also find an improved ad creation flow in Demand Gen. You’ll now have the option to select the specific types of video enhancements that you’d like to apply to your ads to maximize the variety of your video assets. If needed, you can opt out and manually edit your videos directly in the flow. And you can now share ad previews with your creative stakeholders outside of Google Ads to make the feedback and approval process more efficient.

Drive sales with a more seamless purchase journey

Next, we have new features coming specifically for retailers to help you drive more sales throughout the purchase journey and create a smoother online-to-offline shopping experience:

  • For advertisers with a Google Merchant Center account, we’re rolling out a new experience in Demand Gen with product feeds in a few weeks to unlock deeper product discovery. Customers can instantly access full product details directly from your ads, seamlessly transitioning from one product details page to another.

Get full product details directly from your ads with improved experiences in Demand Gen with product feeds.

  • With local offers for Demand Gen with product feeds, you can show real-time local product availability, connecting online shoppers with your physical storefronts and driving them to nearby store locations. Then, maximize your omnichannel strategy by optimizing for both online sales and in-store visits with omnichannel bidding.

Contact your Google account team today to learn more about the beta for both features.

Show real-time local product availability in your ads with local offers.

Compare performance across platforms

Lastly, we’re introducing new reporting columns in Google Ads to help you better understand how Demand Gen campaigns perform compared to your paid social efforts and how they inform budget decisions. These columns, which have started to roll out to advertisers globally this month, will include view-through conversions to align with how social advertising platforms measure performance. They will also isolate the impact of Demand Gen from other Google campaigns to provide a more comparable view across channels.

Check out important upgrade milestones for Video Action Campaigns

Last year we announced the upgrade of Video Action Campaigns to help advertisers access the same and even more new features through Demand Gen. Many advertisers are already seeing better performance after transitioning to Demand Gen. Based on a Nielsen analysis, on average, Demand Gen delivers 58% higher ROAS than Video Action Campaigns.4 That’s why we’re taking the next steps to help simplify the process to upgrade.

If you currently use Video Action Campaigns, here are some key upgrade milestones and answers to important FAQs:

  • Starting in April, following the launch of channel controls, you’ll no longer be able to create new Video Action Campaigns in Google Ads and Display & Video 360 platforms. We recommend that you start upgrading to Demand Gen yourself before the automatic upgrade goes into effect starting in July to maintain full control of your campaigns.
    • Use the upgrade tool (available in March) to apply your historical settings and learnings from Video Action Campaigns to your new Demand Gen campaigns. This helps you upgrade while maintaining your existing strategy and driving consistent performance. Your new Demand Gen campaigns will continue to serve only on YouTube and Google video partners (if you’ve opted-in) until you adjust the settings. While channel controls in Demand Gen will be released as a beta in March, you will be able to continue serving only on YouTube just as you can do today in Video Action Campaigns.
    • To instantly access new and expanded features in Demand Gen, such as a wide range of inventory and lookalike segments, we recommend creating new Demand Gen campaigns, or using the copy-and-paste tool to upgrade today. Check our FAQ page for more guidance.
  • Starting in July, we will auto-upgrade any remaining Video Action Campaigns in Google Ads. This upgrade process may take a few months to complete and not all accounts will be upgraded at the same time.
    • Your historical learnings in Video Action Campaigns will be applied to your new Demand Gen campaigns to help maintain consistent performance. Your inventory settings will be preserved, ensuring your ads continue to serve only on YouTube and Google video partners (if you’ve opted in) until you adjust the settings.

Marks and Spencer (M&S), a global clothing and homeware retailer, saw big success using Demand Gen to drive better results. Partnering with Incubeta, M&S tested Demand Gen and exceeded their forecasted ROAS by 186%, with a 66% lower CPA. The campaign also performed favorably compared to their paid social campaigns.

To learn more about how to upgrade Video Action Campaigns to Demand Gen, visit our FAQ page. To learn more about how you can drive performance with Demand Gen, check out our best practices guide.


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Internet Exchange Point of Nigeria Achieves Historic 1 Terabit Per Second Local Internet Traffic Milestone

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IXPN, Nigeria’s leading Internet Exchange Point, is proud to announce a landmark achievement: crossing 1 Terabit per second (1Tbps) in aggregate peak domestic internet traffic for the first time.

This milestone signifies a major leap forward in developing Nigeria’s internet infrastructure and underscores the critical role of local internet infrastructure in driving economic growth, innovation, and connectivity for millions of Nigerians.

“This milestone is more than just a number. It’s a symbol of Nigeria’s digital maturity and our united strides towards becoming a tech-driven nation. By keeping local internet traffic within Nigeria, we reduce costs, improve speeds, and ensure our digital economy thrives with homegrown infrastructure.” said Muhammed Rudman the CEO of IXPN.

“Achieving 1 Tbps is a significant victory for Nigeria’s ICT ecosystem, a breakthrough for domestic internet traffic. It serves as a catalyst, enabling millions of Nigerians to enjoy faster, more affordable, and resilient internet connectivity.”

1 Terabit per second is a game-changer for Africa’s most populous country. To put it in perspective:

  • Mega Video Calls: A speed of 1 Tbps can support over 1 million concurrent Zoom calls, allowing students, entrepreneurs, and professionals to connect and drive Nigeria’s digital revolution.
  • Streaming Frenzy: With 1 Tbps, more than 200,000 people can stream HD Nollywood films or movies on Netflix simultaneously without any buffering or interruptions.
  • Data Superpower: This speed enables the transfer of the entire contents of 50,000 smartphones—including photos, apps, and videos—in just one second.

For Nigeria, hitting this milestone means reducing reliance on international bandwidth, decreasing latency for local services, and strengthening our position as Africa’s digital heartbeat. This milestone is a testament to the power of collaboration, innovation, and the relentless pursuit of a faster, more connected Nigeria.

This accomplishment goes beyond technical advancements; it has significant economic implications. By encouraging local traffic exchange, IXPN reduces dependency on international bandwidth, leading to:

  • Significant Cost Savings: By utilizing local data exchange, Nigerian businesses can save millions of dollars annually on international bandwidth fees.
  • Enhanced Speed and Connectivity: With reduced latency, users experience smoother streaming, gaming, and real-time services, enhancing their overall online experience.
  • Increased Resilience: Strengthening Nigeria’s internet infrastructure protects against global disruptions, ensuring consistent access to vital services such as healthcare and education.
  • Improved Efficiency: Optimizes digital services like fintech, edtech, e-commerce, and e-health, propelling innovation and growth in these sectors.

Surveys conducted among IXPN members over the years have shown a growing percentage of local internet traffic in Nigeria. A recent report indicates that some connected members can localize or domesticate up to 70% of their internet traffic through IXPN.

“As more content providers, ISPs, banks, and public institutions localize their traffic through the IXP, end users benefit directly,” added Raphael Iloka (Marketing Manager). “We’re not just routing data — we’re building the foundation for Nigeria’s digital economy.”

The 1 Tbps peak highlights the remarkable impact of collaboration among all stakeholders. This milestone is a significant achievement not only for IXPN, but for the entire ICT ecosystem.  IXPN deeply appreciates the vital contributions of all stakeholders involved.

To our Members and Partners: Your trust and participation have been essential to our growth. Together, we have established a hub where networks can interconnect, innovate, and thrive.

To the Government and Regulators: We express our sincere appreciation to the Nigerian Communications Commission (NCC) for all its support over the years and its vision of a digitally inclusive Nigeria.

To our Team: We extend our gratitude to our engineers, network administrators, and all other staff who work tirelessly behind the scenes to push boundaries.

To the Global Community: We are grateful to partner organizations like the Internet Society (ISOC). Your support and advocacy in domestic peering empower us all.

Reaching 1 Tbps is just the beginning. As data demands skyrocket with AI, IoT, 5G, and immersive technologies, IXPN is committed to staying ahead of the curve. Here’s how:

  • Scaling Infrastructure: We are investing in advanced hardware and software to support multi-terabit capacities.
  • Enhancing Resilience: We are strengthening our network to ensure uptime, security, and adaptability in an ever-changing digital landscape.
  • Empowering Underserved Communities: We aim to expand our reach to rural areas, bridging the digital divide, and supporting agritech, edtech, and telehealth.
  • Strengthening Africa’s Digital Sovereignty: Partnering with regional IXPs to keep Africa’s data on the continent.

 


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TD Africa’s TecHERdemy Empowers 400 Women to Lead in Tech

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On April 17, 2025, the atmosphere at Yudala Heights was electric with pride, hope, and inspiration as TD Africa, the leading tech distribution company in Sub-Saharan Africa, celebrated the graduation of 400 young Nigerian women from its flagship TecHERdemy program.

Over the past six months, these incredible women immersed themselves in rigorous, hands-on training in Cybersecurity, Data Science, Artificial Intelligence, and Software Development. They are now confidently stepping into the tech world, ready to make their mark.

The event brought together top voices in the industry, including Dr. Leo Stan Ekeh, Chairman of the Zinox Group, who commended the graduates for their resilience and brilliance. In his keynote speech, he shared a hopeful vision for Africa’s future, calling these young women “the pioneers of a new, inclusive era of tech leadership on the continent.”

Mrs. Chioma Ekeh, CEO of TD Africa, also delivered a heartfelt message, urging the graduates to let their values guide them as they navigate their careers.

“Hold tightly to your values. Let integrity guide your work, let innovation fuel your dreams, and let your impact speak louder than your résumé,” she encouraged.

The ceremony was filled with emotion as graduates shared their personal stories of transformation. One of them, Yetunde Kayode, now a certified data scientist, summed it up beautifully: “This program changed my life. I’m walking away empowered, skilled, and deeply grateful to Mrs. Ekeh and the TecHERdemy team for believing in us.”

Fifteen exceptional participants were also honoured for their outstanding performance and leadership during the program, reminding everyone that excellence comes in many forms.

TecHERdemy, which launched in November 2024, was built with a simple but powerful mission: to equip young Nigerian women with globally relevant digital skills and open doors to a tech career. But what happened over those six months went beyond just skills; it sparked a movement.

This graduation wasn’t just the end of a program. It was the beginning of a brighter, more inclusive future for tech in Africa.


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Mart Networks Unveils Invinsense 6.0: AI-Powered Cybersecurity Revolution in Africa

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Mart Networks, a leading cybersecurity distributor in Africa and Middle East, today announced the launch of Invinsense 6.0, the latest version of its flagship cybersecurity platform.

With this release, Infopercept integrates Agentic AI across its offensive, defensive, and compliance modules, creating autonomous and intelligent systems capable of dynamically building and executing workflows for critical cybersecurity decisions.

The platform’s AI agents interpret tasks, make real-time decisions, and continuously adapt workflows based on live data—across Invinsense XDR (Extended Detection and Response), Invinsense OXDR (Threat Exposure Management), and Invinsense GSOS (Compliance Platform).

Invinsense 6.0 marks a significant step forward in enabling security leaders to adopt AI-powered strategies across three fundamental cybersecurity pillars: offense, defense, and compliance. Here’s what’s new:

1. Invinsense XDR – AI-Enabled Detection and Response

Infopercept’s Extended Detection and Response solution now incorporates Agentic AI, boosting its detection and response capabilities through:

  • AI Triage Agent – Groups and enriches threat alerts for streamlined analysis.
  • AI Threat Hunting Agent – Investigates incidents in-depth to uncover hidden threats and indicators.
  • AI Response Agent – Makes autonomous decisions to neutralize threats in real time.
  • AI Chatbot – Provides end-user assistance modeled on SOC analyst expertise.

2. Invinsense OXDR – AI-Powered Exposure Management

Enhanced with agentic AI, OXDR delivers end-to-end exposure discovery, prioritization, and remediation:

  • Attack Surface Monitoring – An AI agent autonomously discovers and prioritizes exposed assets in real-time, adapting to evolving risks and triggering remediation suggestions.
  • Vulnerability Management – Uses contextual risk analysis to triage and prioritize vulnerabilities, automatically initiating appropriate remediation workflows.

3. Invinsense GSOS – AI-Driven Compliance Platform

Infopercept’s compliance module leverages Agentic AI and Large Memory Language (LML) capabilities to:

  • Upload and structure security compliance data into a vector database
  • Plan, analyze, and act upon gaps across multiple compliance frameworks
  • Autonomously identify missing controls and suggest actions to meet regulatory standards

“Since the inception of Infopercept, its mission has been to address cybersecurity holistically—across offensive, defensive, and compliance domains,” said Moiz Maloo, Managing Director, Mart Networks. “Over time, each of these areas has presented its own challenges:

·       Defensive security struggles with alert fatigue, missed detections, and slow response times.

·       Offensive security lacks clear visibility and prioritization of internal and external exposures.

·       Compliance demands are growing daily, with new regulations across geographies and industries.”

“With Agentic AI, Infopercept is building dynamic, intelligent systems that continuously evolve—just like the threats we face. This adaptability is critical in today’s cybersecurity landscape.”


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