E-Business
Digital Ad Payments can be Complex, but They Don’t Have to Be
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
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.
Kaspersky, a global cybersecurity company, and the Small and Medium Enterprises Development Agency of Nigeria (SMEDAN) have signed a memorandum of understanding (MoU) to assist small and medium businesses in the country to become more cyber-aware and less vulnerable to developing cyber threats.
The MoU reflects a shared view that SMEs, being the backbone of economy, require strong cybersecurity measures. Kaspersky and SMEDAN will work together on information sharing, training programmes, and other practical steps to raise awareness of digital threats and cybersecurity measures.
“Small and medium business owners are juggling a dozen things – accounting, promotion, legal issues. They are not cybersecurity experts. But they are being targeted by cybercriminals through malware, phishing, and online schemes using social engineering tactics that make them look realistic.
“Our aim is to provide these organisations with some best practice tools and inform about measures that will help them stay safer online,” says Chris Norton, General Manager for Sub-Saharan Africa at Kaspersky.
The cooperation will feed into SMEDAN’s wider SME development efforts, with Kaspersky contributing cybersecurity knowledge and joining forces on awareness campaigns. The idea is to bring cybersecurity-focused guidance into existing business support channels, and to do it in a way that actually makes sense to entrepreneurs who may not have technical teams behind them.
Charles Odii, DG/CEO of SMEDAN, comments: “Since the COVID-19 pandemic, digital adoption among business owners has accelerated significantly. Many now operate WhatsApp shops, use online banking, and send invoices via email, which has increased their exposure to cyber risks.
Together with Kaspersky, we intend to strengthen cybersecurity awareness and practices across Nigeria, helping SMEs protect their businesses as they embrace the digital economy.”
SMEDAN has long been a government agency that has consistently shown up for small business owners in Nigeria. Its work cuts across industries, regions, and stages of growth from traders and artisans to early-stage tech startups trying to get formalised. This partnership gives it another tool to help those businesses operate more securely in a digital world. For Kaspersky, the collaboration is part of a wider push across the continent to support under-resourced sectors that are quietly being targeted online.
Kashifu Inuwa, CCIE, the Director General of the National Information Technology Development Agency (NITDA), has emphasised that integrating intelligence, security, and sustainability is critical to driving Nigeria’s digital transformation and global competitiveness.
Inuwa made the remarks on Tuesday in Kano while delivering a goodwill message at the opening of the 19th International Conference (CONNOVATE 2025) of the Nigerian Computer Society (NCS), themed “Intelligent, Secure, and Sustainable Innovations for a Connected World.”
Represented by Engr. Salisu Kaka, Director of E-Government and Digital Economy Development, Inuwa said the three elements were now indispensable drivers of national progress. He highlighted the need for their convergence to unlock new opportunities in Nigeria’s technology sector, citing Estonia’s X-Road platform — which enables 99% of government services online — as a global model.
“In Nigeria, trust is the ultimate currency in our high-stakes digital environment, where scams and cybercrime are prevalent. Security builds and protects this trust,” Abdullahi said.
He stressed that while security provides the foundation, intelligence builds the structure, pointing to Artificial Intelligence (AI), Machine Learning (ML), and data analytics as tools for addressing Nigeria’s complex challenges. Warning that “innovation without security is unsustainable,” he likened it to “a high-performance race car without brakes.”
The DG urged the next wave of Nigerian startups to go beyond digitising existing processes to creating new value, citing AI-powered wealth management and ML-driven remote diagnostics as examples.
He further highlighted the various Federal Ministry of Communications, Innovation and Digital Economy (FMCIDE) initiatives supporting this vision, including the National Centre for Artificial Intelligence and Robotics (NCAIR), the Computer Emergency Readiness and Response Team (CERRT), the Nigeria Data Protection Act (NDPA) 2023, the national digital identity programme, interoperable payments, and human capital initiatives such as the 3 Million Technical Talent (3MTT) and Digital Literacy for All (DL4ALL) programmes.
Inuwa cited example with International Federation for Information Processing (IFIP) President, Antony Wong, that called for stronger protection and strategic use of data in the Global South to safeguard indigenous knowledge. He stressed the importance of legal clarity on data ownership as Nigeria’s cultural heritage in medicine, ecology, and art is digitised and incorporated into AI systems. Wong praised Nigeria’s role in the recent World Intellectual Property Organization (WIPO) treaty protecting genetic resources and traditional knowledge.
Delivering his welcome address, the NCS President, Dr. Muhammad Sirajo, said the conference would serve as a platform for IT professionals to address critical issues, including intelligent systems, fintech, sustainable energy, and innovations in agriculture, health, education, and national planning.
“This conference will provide an interdisciplinary platform for researchers, practitioners, and educators to present and discuss recent innovations, trends, and solutions for improving technological systems,” Sirajo said.
The week-long event includes plenary sessions, a doctoral consortium, a youth and entrepreneurship forum, the Fellows Forum, the Annual General Meeting, an IT quiz competition for students, and an induction ceremony for new members. It will conclude with the election of new national executives, a dinner, and an awards night honouring contributions to the ICT sector.
The African Development Bank (AfDB) is betting big on Artificial Intelligence (AI) as a catalyst for delivering Africa’s ambitious Agenda 2063.
With hands-on training in tools like ChatGPT and Google Gemini, the Bank believes the results could redefine how the continent plans, measures, and delivers its development goals.
Through its Joint Secretariat Support Office, the AfDB has provided technical and financial support to the 5th annual training workshop for African Union member states, focusing on the use of AI to track and implement the second ten-year plan (2024–2033) of Agenda 2063.
The five-day workshop, held in Lusaka, Zambia, was co-organised by the African Union Commission and the African Capacity Building Foundation.
Participants from across the continent rolled up their sleeves for hands-on training with emerging AI platforms like Ailyse, Google AI Studio, and Perplexity.
The goal of Africa’s multilateral development finance institution is to turn complex development data into actionable insights that can drive smarter decisions, faster interventions, and more accountable governance.
AbibuTamu, lead programme co-ordinator at the AfDB, said AI was now an indispensable tool for Africa’s future.
“These tools are not only revolutionizing how data is collected, analysed, and reported, they are also enabling more targeted policy interventions and efficient resource allocation,” Tamu told delegates.
Agenda 2063, dubbed “The Africa We Want,” is the African Union’s 50-year blueprint for inclusive growth and sustainable development. The second 10-year plan prioritises industrialisation, digital transformation, and sustainable livelihoods.
With AI now in the mix, African policymakers can track progress in real-time, spot bottlenecks before they choke projects, and reallocate resources where they are needed most.
The AfDB’s backing underscores a broader strategy of boosting both human and institutional capacity that propels African states to harness the digital revolution.
Beyond technical skills, the Lusaka workshop doubled as a peer-learning platform, with countries sharing real-world success stories on integrating AI into national planning and reporting.
“If Agenda 2063 is Africa’s long-term roadmap, this AI training is about upgrading the continent’s GPS that ensures leaders not only know the destination, but also have the intelligence to navigate every twist and turn on the way,” said Tamu.
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