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AppsFlyer Acquires oolo to Transform AI-Driven Decision-Making

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AppsFlyer, the global leader in marketing measurement, attribution, and data analytics, has announced its acquisition of oolo, a leading AI-powered user acquisition and monetization decision-making platform.

The acquisition strengthens AppsFlyer’s portfolio of products and services as the company introduces holistic solutions crafted for the interconnected needs of modern marketing, growth and monetization teams, and will see oolo operate as “oolo by AppsFlyer.”

AppsFlyer’s acquisition of oolo comes as a part of the company’s continuing mission to empower brands with the most comprehensive decision-making platform in the constantly evolving digital ecosystem.

As marketing, growth and monetization teams expand their responsibilities and strategies for acquiring, engaging, and monetizing customers, the need for informed decisions made in real-time, at scale, significantly increases.

Responding to these challenges, oolo harnesses AI’s full capabilities to enhance growth strategies – from full-funnel acquisition, monetization, and retention – providing immediate actionable insights and time-sensitive alerts to instantly optimise return on ad spend (ROAS), media revenue, and retention. By continuously monitoring entire datasets, the crucial insights and predictions delivered by oolo’s powerful AI would otherwise remain hidden or require weeks of work by teams of data analysts to uncover.

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Now part of AppsFlyer, oolo will also be integrated into AppsFlyer’s growing Privacy Cloud Marketplace, pioneering how AI products can address the primary issue of signal loss and utilise the data within customers’ Data Clean Rooms to deliver additional value through data collaboration with a privacy-by-design approach.

“Adapting to the ever-changing digital ecosystem requires innovative solutions that can offer privacy-centric, actionable insights for optimal decision-making,” said Oren Kaniel, CEO and co-Founder at AppsFlyer. “oolo’s unique technology, team and expertise will play a key role in our continual pursuit to build a holistic platform that accommodates the shifting expectations, roles and challenges of modern marketing teams.

“The combination of oolo’s innovative technology with AppsFlyer’s industry leading measurement platform offers brands new opportunities to harness AI’s full capabilities to optimise their growth and monetization strategies.

“We believe the future of data-driven decisions is in smart AI rather than the static tools which are common today, and oolo’s cutting-edge AI technology enables us to better serve the increasing demands of our customers and meet their evolving needs.”

AppsFlyer’s strategic move with the acquisition of oolo aligns with the increasing integration of AI technologies in diverse markets worldwide, particularly in regions like Africa, where AI adoption is gaining momentum.

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According to a recent report from Policy Center, AI tech is growing across Africa, with over 2,400 companies specialising in AI, 41% of which are startups, and estimates indicate that the technology could contribute $1.2 billion to the continent’s GDP by 2030. With the African continent experiencing rapid digital transformation, businesses are seeking innovative AI-driven solutions to optimize decision-making and drive growth.

AI’s role in Africa’s business landscape presents immense opportunities for AppsFlyer. Leveraging oolo’s advanced AI-powered capabilities, AppsFlyer aims to assist businesses across Africa in navigating the complexities of marketing, growth, and monetization strategies. By tapping into the power of AI, AppsFlyer can offer tailored solutions that address the unique challenges and opportunities within the African market, empowering businesses to make data-driven decisions, maximise ROI, and unlock their full growth potential.

“We are thrilled to announce oolo’s strategic acquisition, bringing cutting-edge AI tools to the African region. Africa is one of the fastest-growing regions in the global app market, presenting a huge opportunity for marketers and developers alike.

This move is poised to revolutionise operations, allowing marketers to efficiently manage their time and concentrate on previously challenging tasks.

The impact extends beyond operational enhancements, fostering innovation and growth. With a significant increase in ROI expected, we are committed to driving positive change and economic growth in the region through the deployment of advanced AI solutions” says Michael Zaitsev, Managing Director for Africa & CIS at AppsFlyer.

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oolo delivers a constantly updated alert system that makes it easy to detect anomalies, identify immediate growth opportunities, prevent and correct inefficiencies that help solve the daily optimization challenges growth marketers face. By using data from marketing campaigns to train itself to understand what’s normal and what’s not, oolo surfaces and prioritises the most urgent, important and granular insights so marketing, growth and monetization teams are able to gain a competitive advantage and achieve better results with less effort.

AppsFlyer’s acquisition of oolo is the company’s second this year, following its recent acquisition of devtodev, a full-cycle data analytics solution for game and app developers. oolo and devtodev will be among the first applications within AppsFlyer’s recently launched Privacy Cloud Marketplace, and will enable all data, analytics and AI providers to build their products using AppsFlyer’s APIs and seamlessly integrate their services without moving or sharing user data with external parties.

“It’s an exciting time for us at oolo,” said Yuval Brener, CEO of oolo. “This acquisition is set to blaze a trail in the data analytics space as we join forces with AppsFlyer to provide state-of-the-art data monitoring technologies for brands around the world. With AppsFlyer’s proven track-record, large client base, and privacy-preserving architecture, our customers will benefit from an integrated approach to growth decision-making unlike anything seen before.”

 

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General News

Guinness Rewards Consumers with ₦17 Million in First Week of ‘Open for More’ Promo Draw

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Guinness Nigeria has officially begun rewarding consumers under its nationwide ‘Open For More’ National Consumer Promotion (NCP), with an impressive ₦17 million in rewards to 107 winners during the campaign’s first live draw held on July 31, 2026.

The inaugural draw instantly transformed the fortunes of consumers across the country, producing seven new millionaires, who each received ₦1 million, alongside 100 additional winners, who each walked away with ₦100,000. The milestone marks the beginning of a series of weekly live draws that will see hundreds more Nigerians rewarded throughout the promotion.

The seven ₦1 million winners are Marcus Barieepie, Ani Valentine Ogochukwu, Okafor Sochima, Taiwo Adebola, Zubair Rukayat, Oluwatobi Femi, and Ebubechukwu Okolo.

The live draw was conducted under the supervision of the Federal Competition and Consumer Protection Commission (FCCPC) to ensure transparency and fairness. Representatives of the commission present included Dr. Olubunmi Otti, Zonal Coordinator, FCCPC Southwest, and Mrs. Abosede Ogundeji, Surveillance and Investigation Officer.

Speaking during the draw, Ramanathan S, representing Guinness, said the promotion reflects the brand’s enduring commitment to celebrating and rewarding the consumers who have supported Guinness over the years.

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“For decades, Nigerians have made Guinness a part of their milestones and celebrations. Today, we are proud to give back by putting ₦17 million directly into the hands of 107 consumers in our very first draw. This is only the beginning. Over the coming weeks, many more Nigerians will experience life-changing rewards as we continue to celebrate the loyalty of the people who have made Guinness part of their stories.”

He added that all weekly draws will continue to be streamed live across Guinness Nigeria’s official platforms, enabling consumers to witness the winner-selection process in real time and reinforcing the transparency and credibility of the promotion. He also encouraged eligible consumers nationwide to participate, noting that every valid entry presents another opportunity to win.

The ‘Open For More’ National Consumer Promotion offers consumers the chance to win ₦1 million every day, ₦100,000 cash prizes for 1,000 winners, and a Toyota Land Cruiser Prado as the grand prize. Altogether, the promotion will reward consumers with more than ₦400 million in cash and prizes.

To participate, consumers simply need to purchase specially marked bottles of Guinness Foreign Extra Stout or Guinness Smooth, locate the unique code beneath the crown cork or can lid, and enter the code via the designated campaign platform.

With ₦17 million already won in its opening draw, the campaign is off to a remarkable start, reinforcing Guinness Nigeria’s commitment to rewarding consumer loyalty through transparent processes and unforgettable experiences that go beyond the product. Consumers are encouraged to look out for specially marked promotional packs and follow Guinness Nigeria’s official communication channels for updates, winner announcements, and details of upcoming draws.

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NITDA, UniAbuja Partner to Drive Tech Innovation, Research

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National Information Technology Development Agency (NITDA) has expressed readiness to deepen collaboration with Nigerian universities to promote research, innovation and technology-driven solutions to local challenges.

NITDA, UniAbuja Partner to Drive Tech Innovation, Research

NITDA, UniAbuja

NITDA’s Director-General, Kashifu Inuwa Abdullahi, stated this when the management of Yakubu Gowon University, formerly the University of Abuja (UniAbuja), led by its Vice-Chancellor, Prof. Hakeem Fawehinmi, paid a familiarisation visit to the agency’s headquarters in Abuja.

Abdullahi said stronger collaboration between NITDA and tertiary institutions was essential to building a robust innovation ecosystem, developing practical skills and positioning Nigeria for technology-driven economic growth.

He stressed the need for increased investment in research, particularly in emerging technologies such as Artificial Intelligence (AI), Internet of Things (IoT), blockchain, cybersecurity and cloud computing.

“We need to invest more in in-depth research with universities to build a robust research ecosystem that will help us develop solutions.

“Research will focus on harnessing AI, IoT, blockchain, cybersecurity and cloud technology, among other emerging technologies, to improve our lives and grow our digital economy,” he said.

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The DG described universities as critical talent factories required to achieve Nigeria’s digital transformation aspirations.

“NITDA has a vision to make Nigeria a digitally empowered nation. You (UniAbuja) are the talent factory, and we cannot achieve our vision without talented Nigerians.

“The only way to achieve that is by working with institutions like yours. So, we need to build talent,” he said.

Abdullahi also advocated the integration of AI education across disciplines in tertiary institutions, saying students needed practical digital skills to remain relevant in the evolving world of work.

“We can work together to explore ways of introducing AI across the board as a general study course in tertiary institutions.

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“Elements of AI should be included in every field of study to equip our students with the hands-on skills for navigating the real world,” he said.

According to him, NITDA is already collaborating with key education sector stakeholders, including the Federal Ministry of Education, National Universities Commission (NUC), National Board for Technical Education (NBTE) and National Commission for Colleges of Education.

He said the agency was also working to promote digital literacy programmes across all levels of education to ensure that graduates acquire skills relevant to industry requirements.

Earlier, Fawehinmi said the university’s visit was aimed at seeking NITDA’s partnership and support in strengthening digital infrastructure and technology-based training at the institution.

He expressed appreciation for NITDA’s contributions to the Digital Geoscience Centre at the university.

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The Vice-Chancellor said the university was willing to collaborate with NITDA on joint research, capacity-building initiatives and innovation programmes capable of contributing to Nigeria’s socio-economic development.

“We could go into partnership with you to provide data, collaborative engagements, staff exchanges and joint research hubs, so that we can produce high-level human resources.

“The university is committed to serving as a strategic academic partner to NITDA by providing academic expertise required to advance your national digital transformation initiatives,” he said.

The proposed collaboration is expected to strengthen the link between academic research and industry needs while creating opportunities for technology innovation, skills development and practical solutions to Nigeria’s socio-economic challenges.

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Meta Hit With $567m US Court Order Over Alleged Harm to Children

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A New Mexico court has ordered Meta, the parent company of Facebook and Instagram, to pay $567 million to address the alleged harms caused to young people by its social media platforms.

Meta Hit With $567m US Court Order Over Alleged Harm to Children

Meta

The ruling by Judge Bryan Biedscheid came in the second phase of a landmark trial concerning the impact of Meta’s platforms on children and teenagers.

The judge said $420 million of the amount would be dedicated to treatment services for young people, while the remaining funds would support awareness and prevention programmes, screening services and other related costs over the next five years.

The latest financial order comes on top of $375 million in civil penalties awarded against Meta in March after a jury found that the company knowingly harmed children’s mental health and concealed information about child sexual exploitation on its platforms.

During the second phase of the trial, prosecutors asked the court to order fundamental changes to Meta’s platforms, including measures to reduce addictive features, improve age verification and prevent child sexual exploitation through stronger privacy settings and increased oversight.

The court subsequently ordered Facebook and Instagram to introduce banner notifications and informational screens explaining their safety features, recommended practices and tools for addressing inappropriate comments.

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The platforms must also regularly display the information, while an educational campaign in New Mexico will be subject to review by the state.

New Mexico Attorney General Raúl Torrez said the ruling sent a clear message that technology companies could be held accountable when their product designs knowingly exposed children to risks.

“Today’s decision is a victory for every parent who has worried about what social media is doing to their child and every child who deserves to grow up safer online,” Torrez said in a statement.

Meta said it would appeal the ruling.

“We work hard to keep people safe on our platforms and have been transparent about the challenges of identifying and removing bad actors and harmful content,” the company said.

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The company said it remained confident in its record of protecting teenagers online and would continue to defend itself against what it described as claims that misrepresented the facts.

On age verification, the court said federal children’s privacy laws restricted Meta’s ability to apply certain verification tools to children under 13.

The court cited the Children’s Online Privacy Protection Act (COPPA), which limits the collection of personal information from children under 13.

Rather than imposing a blanket age-verification requirement exclusively on Meta, the judge ordered the company to continue improving its age-assurance tools in New Mexico.

The tools include the use of artificial intelligence to estimate users’ ages based on signals such as their social connections and the type of content they post and consume.

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Meta was also ordered to attempt to develop a dedicated model for predicting whether users are under 13 within the next two years.

Additionally, the company must request proof of age from Facebook and Instagram users in New Mexico whom it estimates to be under 13.

Where Meta determines that a user is under 13, or under 18 but cannot determine a specific age, it must treat the user as being under the applicable age threshold until the user verifies their age.

The court further ordered Meta to partner with schools or a child-safety organisation to establish a reporting portal through which school officials can flag users suspected to be under 13.

Meta must also delete personal information it has collected from users under 13 and submit progress reports twice a year detailing its compliance with the court-ordered measures.

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The ruling comes as Meta faces thousands of lawsuits from families alleging that children have been harmed by social media use.

The company is also preparing for another trial in California amid the growing litigation over the impact of social media platforms on young people.

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