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InMobi Expands into Africa’s ad Space

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Digital Solutions Group (DSG) subsidiary Broadbrand has secured the exclusive rights to offer Indian InMobi ad inventory in Africa. The partnership will allow Broadband to offer its clients access to one of the biggest global independent mobile advertising platform.

InMobi is a global mobile advertising and discovery platform that claims to reach over 1.5 billion unique mobile devices worldwide. The platform can deliver video and rich media solutions across campaign objectives and specialises in in-app solutions.

DSG provides on-demand customer experience and digital solutions, while its subsidiary Broadband is a specialist mobile marketing company.

Speaking on the benefits of the partnership, Yaron Assabi, founder and CEO of Broadbrand, says media is a critical success factor in any integrated customer experience. “For brands to achieve the desired ROI, it is critical that they offer seamless experiences across their marketing efforts. The InMobi offering is well suited to all brands and media agencies. Also, local publishers seeking to monetise their apps will greatly benefit from the InMobi SDK (Software Development Kit).”

He added that a customer’s post-click experience is extremely important. “Too often, one sees banner ads for apps that are not available on the device or those that lead to slow-loading Web sites. On the other hand, contextual and relevant ads, compared to spray and pray advertising tactics, nudge customers to interact with the ad, or buy the product or service resulting in better brand engagement.”

Andy Powell, head of sales for InMobi in Middle East, Africa and Turkey, says there is a definite increase in mobile advertising, particularly mobile video is growing exponentially.

“Our platform enables consumers to discover new products and services by providing rich, immersive and highly personalised ad experiences on mobile devices. Our platform is engineered to allow brands and marketers to manage all of their mobile marketing needs as efficiently as possible while consistently delivering ROI across all campaign objectives. It’s for this reason that marketers and media buyers are increasingly seeking to work with independent mobile partners outside of the ‘walled gardens’,” says Powell.

According to him purchasing power across the Sub-Saharan Africa region is rapidly increasing with South Africa fast becoming a mobile-first market with rising mobile consumption.

Powell adds that the growth is happening despite the high prices of data as there are increasing free WiFi access and supported data packages. “Over the last five years we have built a good understanding of market needs and preferences and we believe that the time is now right to increase our investment within Africa – and Broadbrand is the right partner to help us do this.”

Assabi concurred, saying the partnership with InMobi complemented Broadband’s ethos of excellence through digital solutions and its existing comprehensive offering to clients.


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TikTok, Instagram Blamed in US Youth Suicide Lawsuit

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Major social media giants Meta Platforms, TikTok and Alphabet’s YouTube will face a landmark jury trial this week in Los Angeles County Superior Court over allegations that their addictive designs have fuelled a youth mental health crisis, marking the first such case to reach this stage.

TikTok, Instagram Blamed in US Youth Suicide Lawsuit

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The pivotal personal injury lawsuit centres on a 19-year-old Californian woman identified as K.G.M., who claims her childhood immersion in Instagram, Facebook, YouTube and TikTok—engineered with endless scrolls, autoplay videos, notifications and algorithms—sparked severe anxiety, depression and suicidal thoughts.

Dozens of similar suits have surged since 2022 from families, schools and states, accusing the firms of burying internal research on teen harms while prioritising ad revenue through youth-targeted engagement hooks, despite Section 230 protections for user content.

Plaintiffs seek damages and design overhauls, arguing platforms bypassed parents and preyed on vulnerable kids; defendants counter there’s no clinical “social media addiction” diagnosis, no proven causation—kids with issues often use less—and they’ve added safeguards like parental controls and time limits.

Echoing Australia’s under-16 bans, the trial will scrutinise thousands of internal documents, expert testimonies and K.G.M.’s story, potentially expanding tech liability amid debates where studies show complex links, not direct causation, between screen time and disorders like eating issues or self-harm.

A win could mandate warning labels, age gates or algorithm tweaks, reshaping global platforms as U.S. Surgeon General advisories and global scrutiny intensify pressure on Big Tech to prioritise child safety over profits.


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Meta Tests Paid Subscriptions Across Instagram, Facebook, WhatsApp

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Meta is gearing up to trial paid subscription services on Instagram, Facebook, and WhatsApp, aiming to diversify revenue streams beyond advertising while maintaining free core access for all users.

Meta Tests Paid Subscriptions Across Instagram, Facebook, WhatsApp

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The subscriptions will offer enhanced tools tailored for everyday users, creators, and businesses, including advanced content creation, sharing, and workflow features distinct from the existing Meta Verified verification program. Unlike a uniform rollout, Meta plans varied testing formats per app to match diverse audiences, experimenting with feature bundles based on user feedback to refine the model.

A key element involves integrating Manus, the autonomous agent firm Meta acquired for $2 billion in December, into these apps alongside its enterprise sales. Manus enables complex task automation with minimal input, with early signs like Instagram shortcuts already spotted by reverse engineer Alessandro Paluzzi.

Video tools feature prominently: Meta’s Vibes short-form video generator in the Meta AI app shifts to freemium, where paid tiers unlock higher monthly creation limits beyond the free baseline. On Instagram, subscriptions could enable unlimited audience lists, non-follower tracking, and anonymous Story views, though specifics for Facebook and WhatsApp remain under wraps.

Drawing from Meta Verified’s 2023 launch—which provides badges, support, and protection mainly for creators—these broader plans target wider appeal amid industry shifts. Ad growth slows against TikTok competition, while Snapchat+ boasts 16 million subscribers at $3.99 monthly, proving demand for value-driven paid perks despite subscription fatigue risks from streaming and storage fees.

Meta will phase tests gradually, prioritizing feedback to shape long-term viability without alienating free users.


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New Investment Fund Targets Acceleration of Emerging Technology in Nigeria

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The International Rescue Committee (IRC) has announced the formation of Airbel Ventures, a new humanitarian impact investing fund aimed at accelerating the introduction and scaling of breakthrough technologies in crisis-affected communities.

The fund will invest in companies whose ideas have the potential to change humanitarian response, including digital infrastructure for frontline health systems and climate-resilient agriculture.

The launch of Airbel Ventures follows a period of rapid innovation at the IRC, despite the humanitarian sector facing record funding cuts.

In the past year, the IRC’s Airbel Impact Lab has advanced more than twenty Artificial Intelligence (AI) and technology initiatives—from anticipatory action tools powered by climate and vulnerability data, to frontline service delivery using safe, orchestrated AI systems, to breakthrough diagnostic tools for emerging diseases.

Airbel Ventures’ first impact investment is in Signalytic, a company delivering solar-powered computing devices that ensure reliable electricity and connectivity for remote health facilities.

Following the investment, the IRC will pilot Signalytic’s technology with its Nigeria Health team, demonstrating the viability of next-generation digital infrastructure in humanitarian settings.

“We know breakthrough solutions already exist—what’s missing is the path to scale in humanitarian contexts,” said Dr. Jeannie Annan, Senior Vice President for Research & Innovation at the IRC and head of the Airbel Impact Lab.

 


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