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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

E-Business

Data Protection Industry Hits N16.3Bn in 3 Years- NDPC

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Nigeria’s data protection industry has grown into a N16.3 billion ecosystem within three years of formal regulation, according to the Nigeria Data Protection Commission (NDPC).

Data Protection Industry Hits N16.3Bn in 3 Years- NDPC

Olufemi Ibitayo, head of Finance Management and Control, NDPC, announced the milestone at the Regional Data Governance Exchange in Nairobi, Kenya, where he represented Dr Vincent Olatunji, national commissioner and chief executive officer, NDPC.

Presenting Nigeria’s progress, Ibitayo said the country’s strong regulatory framework and the establishment of an independent data protection authority have strengthened confidence in the digital economy and enhanced Nigeria’s reputation as a destination for foreign investment.

The Regional Data Governance Exchange, organised by the Data Governance in Africa Initiative and hosted by the Office of the Data Protection Commissioner in Nairobi, brought together African data protection authorities to strengthen institutional capacity, deepen collaboration and promote peer learning on data governance. Photo: NDPC

He said the Commission’s “Compliance First, Not Punishment” approach encourages organisations to meet their obligations through dialogue and voluntary compliance, while ensuring effective regulatory oversight.

Ibitayo added that the NDPC is developing regulatory technology solutions, a regulatory sandbox and a data privacy innovation laboratory to further strengthen Nigeria’s data governance ecosystem and support future growth.

United Nations Commission on International Trade Law (UNCITRAL)

The ongoing UNCITRAL session has brought together delegates from Nigeria, Australia, China, Ghana, France, the United States and other member states to develop harmonised legal frameworks aimed at facilitating secure, trusted and efficient cross-border digital commerce. Photo: NDPC

Meanwhile, Olatunji reaffirmed Nigeria’s commitment to global data governance during a meeting with Nigeria’s Permanent Representative to the United Nations, Ambassador Jimoh Ibrahim.

He made the remark on the sidelines of the ongoing United Nations Commission on International Trade Law (UNCITRAL), where Nigeria is participating alongside delegates from several member states to advance harmonised legal frameworks for secure and trusted cross-border digital commerce.

The NDPC boss highlighted the Commission’s achievements since its establishment, noting that strategic institutional reforms have positioned Nigeria as a leading voice in the global data protection ecosystem.

He said the country’s data protection framework has continued to earn international recognition, adding that the Commission remains committed to promoting trusted data governance as a driver of digital transformation, economic growth, innovation and sustainable development in line with the Renewed Hope Agenda of President Bola Ahmed Tinubu.

During the meeting, Ambassador Ibrahim commended the Commission’s progress since the enactment of the Nigeria Data Protection Act 2023 and called for the establishment of a comprehensive national data bank to support evidence-based policymaking, research and national development.

 


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NIN Enrollment Hits over 136m as New ID Law Takes Effect

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National Identity Management Commission (NIMC) has said thet more than 136 million Nigerians and legal residents have been enrolled in the National Identity Database (NIDB).

NIN Enrollment Hits over 136m as New ID Law Takes Effect

In a statement on Tuesday, Kayode Adegoke, head of corporate communications, NIMC, said Abisoye Coker-Odusote, chief executive officer (CEO) of the commission, announced the milestone during a courtesy visit to the ministry of budget and economic planning.

In April 2025, NIMC said over 117.36 million Nigerians had been enrolled as of February 28, 2025.

The visit was part of the commission’s ongoing stakeholder engagements with ministries, departments and agencies (MDAs) on the implementation of the NIMC Act 2026.

Presenting the new Act, Coker-Odusote said the legislation repeals and replaces the 2007 NIMC Act, modernising Nigeria’s digital identity ecosystem by positioning the national identification number (NIN) as the country’s foundational identity under the “one person, one identity” policy.

She said the law also establishes NIMC as the root certificate authority for the national digital infrastructure and introduces stronger data protection and cybersecurity measures, as well as digital credentials.

“The Federal Government remains committed to enrolling and issuing NINs to all Nigerians and legal residents within the shortest possible time,” Coker-Odusote said.

She added that NIMC is ready to collaborate with the ministry of budget and economic planning to leverage the NIN for economic planning and national development initiatives.

Speaking during the visit, Abubakar Atiku Bagudu, the minister of budget and economic planning, reaffirmed the federal government’s commitment to the implementation of the NIMC Act 2026.

Bagudu described the legislation as “a transformative milestone” that would strengthen Nigeria’s digital identity ecosystem and accelerate national planning and development.

He commended the NIMC director-general and the commission’s leadership for their efforts in securing the passage of the legislation, noting that it provides “a solid legal foundation for a trusted, secure, and inclusive national identity management system”.

The minister, however, said the true measure of the Act’s success would lie in its implementation and the benefits it delivers to Nigerians.

“The true measure of the Act’s success will lie in its effective implementation and the tangible benefits delivered to citizens,” he said.

Bagudu also called for stronger collaboration across the federal, state and local governments to build public confidence in the national identity system and eliminate the duplication of identity databases across government institutions.

He said the NIN should serve as Nigeria’s single, universally accepted identity standard, supporting efficient service delivery and good governance.

On June 26, President Bola Tinubu signed the NIMC Act 2026 into law, repealing the commission’s 2007 establishing Act.

At the time, Olubunmi Tunji-Ojo, minister of interior, said the legislation would strengthen Nigeria’s legal framework for digital identity management, cybersecurity and secure digital authentication, while reinforcing the NIN as the country’s foundational identity credential under the “one person, one identity” principle.


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Plateau PCC Collects Nigerians’ Data without Privacy Policy – FIJ

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Plateau State Public Complaints Commission (PCC), an agency of the state established to investigate complaints of abuse of office, administrative injustice and other forms of official misconduct is allegedly collecting personal information from members of the public through its website with no privacy policy.

Plateau PCC Collects Nigerians’ Data without Privacy Policy - FIJ

According to investigation by Foundation for Investigative Journalism (FIJ), PCC is falling short of a key transparency requirement under Nigeria’s data protection laws.

FIJ found on Tuesday that PCC collects personal information from members of the public through its website despite providing no privacy policy explaining how that information is collected, processed, stored or protected.

The commission serves as the state’s ombudsman, receiving complaints free of charge against public institutions and private organisations on issues including wrongful dismissal, victimisation and administrative negligence.

Yet, while its online complaint portal requests personal information such as names, phone numbers, email addresses, subject lines and complaint details, visitors are given no privacy notice explaining what becomes of that information after it is submitted.

The omission means visitors are not told why their information is being collected, how long it will be retained, the legal basis for processing it or the rights available to them as data subjects.

WHAT IS THE POSITION OF THE LAW?

The guidelines issued by the National Information Technology Development Agency (NITDA) are explicit: every government website is required to have a privacy policy.

Section 10.4 (i, ii) of the NITDA guidelines mandates all government websites to exercise diligence when collecting personal details or information about visitors on their websites.

The requirement is intended to ensure transparency and accountability in the handling of personal information, allowing visitors to understand why their data is collected, how it will be used and the safeguards in place to protect it.

Similarly, the Nigeria Data Protection Act (NDPA) 2023 requires data controllers to provide privacy notices to individuals before, or at the point of, collecting their personal information.

Such notices are expected to disclose, among other things, the purpose for collecting the data, the legal basis for processing it, the period for which it will be retained and the rights available to data subjects.

Section 27 of the NDPA states:

(1) Before a data controller collects personal data directly from a data subject, the data controller shall inform the data subject of the – (a) identity, residence or place of business of, and means of communication with the data controller and its representatives, where necessary;

(b) specific lawful basis of processing under section 25(1) or 30(1) of this Act, and the purposes of the processing for which the personal data are intended;

(c) recipients or categories of recipients of the personal data, if any;

(d) existence of the rights of the data subject under Part VI;

(e) retention period for the personal data;

(f) right to lodge a complaint with the Commission in accordance with section 46 (1) of this Act; and

(g) existence of automated decision-making, including profiling, the significance and envisaged consequences of such processing for the data subject, and the right to object to and challenge such processing.

Without a privacy policy, visitors have no way of knowing the commission’s data-handling practices or the safeguards, if any, in place to protect the personal information they submit through the website.

At press time, the Plateau State Public Complaints Commission’s website had no privacy policy.

 


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