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Facebook Hits #1 Position In Mobile App Advertising Globally But Google Reigns in Africa

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AppsFlyer, the global attribution leader, today released the 11th edition of its Performance Index. While Facebook took the #1 spot, both Google and Facebook continued to dominate mobile advertising with a significant majority of the non-organic install market. The search and social giants hold the #1 power ranking position in 79% of breakdowns, and 82% of volume rankings across all indices. 

Since 2015, app marketers globally have turned to The AppsFlyer Performance Index to guide them in one of their most important decisions: which media sources to partner with. This new report provides a complete report card on the mobile media landscape across multiple marketing activities to help app marketers optimize their budgets.

Analyzing 27 billion app installs across 495 media networks and 14,000 apps, the report shows that Google is the best platform for driving performance for app marketers in Africa, while Facebook is the best platform for remarketing across Africa and the Middle East. 

Facebook claims #1 cross-index position, Google still going strong

The social network’s ability to drive performance at scale in both the Retention Index and the new IAP (in-app purchase) Index has propelled Facebook’s ranking forward. It also dominates the new IAA (in-app advertising) Index as well as the Remarketing Index, making its overall cross-index position as the dominant force in mobile clear.

But quality comes at a cost. An analysis of the cost of media shows that Facebook charges more. This is especially true in Gaming, where cost is significantly higher in North America, Latin America, and Europe, while Google has a slightly higher cost in APAC. In Non-Gaming, Google is more costly, but not by a wide margin, with the exception of North America where Facebook is more expensive. 

A platform breakdown shows Google is a clear winner in Android thanks to its leap in developing countries where the OS dominates, while Facebook controls much of iOS.

COVID-19 had a huge impact on mobile apps, but not on media source rankings

While the novel coronavirus has had a significant impact on apps, and our entire ecosystem, the impact of the pandemic on media source rankings was marginal. The only exception was Apple Search Ads. Organic growth in the App Store led marketers to start and/or increase their app store optimization efforts, bringing Apple Search Ads to the front, driving impressive growth and strong performance.

״Although retention is a central KPI for performance app marketers, monetization metrics in a freemium-driven ecosystem reign supreme,” said Shani Rosenfelder, Head of Mobile Insights, AppsFlyer. “Since 2015, app marketers have turned to our Performance Index to guide them in deciding which media sources to partner with.

Thanks to the scale of marketers measuring purchase events with AppsFlyer, we were able, for the first time, to create the in-app purchase Index and the IAA Index with statistically significant results. We’re thrilled to be able to offer such significant insight to marketers, especially considering that many apps today rely on in-app purchases and ad monetization to drive revenue.”

Daniel Junowicz, MD Latam & Africa, AppsFlyer added: “Our Performance Index has been the go-to source of information for many marketers for a few years now and we are excited to include some insight from the burgeoning African apps market in this edition.

The African app market represents a significant opportunity for people on the continent and beyond to drive new growth opportunities, and we are also excited to play our part in underpinning this with data and informed analysis that will make it easier for every

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Sophos Partners with Tenable to Launch New Sophos Managed Risk Service

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Sophos Partners with Tenable

. New Fully Managed Solution Provides Visibility, Risk Monitoring, Prioritization, Investigation, and Proactive Notification to Prevent Cyberattacks  

April 4, 2024 – Sophos, a global leader of innovative security solutions that defeat cyberattacks, today announced a strategic partnership with Tenable, the Exposure Management company, to provide Sophos Managed Risk, a worldwide vulnerability and attack surface management service.

The new service features a dedicated Sophos team that leverages Tenable’s exposure management technology and collaborates with the security operations experts from Sophos Managed Detection and Response (MDR) to provide attack surface visibility, continuous risk monitoring, vulnerability prioritization, investigation, and proactive notification designed to prevent cyberattacks.

The modern attack surface has expanded beyond traditional on-premises IT boundaries, with organizations operating frequently unknown numbers of external and internet-facing assets that are unpatched or under protected, leaving them vulnerable to cyberattackers.

This is evident in the newest Sophos Active Adversary Report, also released, which identifies three tasks that organizations must prioritize to minimize the risk of brazen intrusions that lead to ransomware or other types of attacks.

These include closing exposed Remote Desktop Protocol (RDP) access, enabling multi-factor authorization and patching vulnerable servers, all of which were top entry points in breaches handled by Sophos Incident Response in 2023.

The Sophos Managed Risk service can assess an organization’s external attack surface, prioritize the riskiest exposures, such as open RDP, and provide tailored remediation guidance to help eliminate blind spots and stay ahead of potentially devastating attacks.

“Sophos and Tenable are two industry security leaders coming together to address urgent, pervasive security challenges that organizations continuously struggle to control. We can now help organizations identify and prioritize the remediation of vulnerabilities in external assets, devices and software that are often overlooked. It is critical that organizations manage these exposure risks, because unattended, they only lead to more costly and time-consuming issues and are often the root causes of significant breaches,” said Rob Harrison, senior vice president for endpoint and security operations product management at Sophos. “We know from Sophos’ worldwide survey data that 32% of ransomware attacks start with an unpatched vulnerability and that these attacks are the most expensive to remediate. The ideal security layers to prevent these issues include an active approach to improving security postures by minimizing the chances of a breach with Sophos Managed Risk, Sophos Endpoint, and 24×7 Sophos MDR coverage.”

“While the latest zero day may dominate the headlines, the biggest threat to organizations, by a large margin, is still known vulnerabilities – or vulnerabilities for which patches are readily available,” said Greg Goetz, vice president of global strategic partners and MSSP, Tenable. “A winning approach includes risk-based prioritization with context-driven analytics to proactively address exposures before they become a problem. Sophos Managed Risk, powered by the Tenable One Exposure Management Platform, delivers outsourced preventive risk management, enabling organizations to anticipate attacks and reduce cyber risk.”

Specific key benefits of Sophos Managed Risk include:

  • External Attack Surface Management (EASM): Advanced identification and classification of internet-facing assets, such as web and email servers, web applications, and public-facing API endpoints
  • Continuous monitoring and proactive notification of high-risk exposures: Proactive notification when a new critical vulnerability is identified in an organization’s internet-facing assets
  • Vulnerability prioritization and identification of new risks: Swift detection of high-risk and zero-day vulnerabilities, followed by real-time notification to ensure critical internet-facing assets are promptly identified, investigated and responded to by order of importance

“One of the biggest challenges organizations face when improving their security posture is prioritizing what to handle first. This type of guidance helps solve that issue and reduces the workload for security teams tasked with tackling vulnerability and exposure management,” said Craig Robinson, research vice president of Security Services, IDC. “Solutions such as Sophos Managed Risk can be a differentiator by enabling overwhelmed teams to take a more holistic approach to continuous monitoring and threat management.”  

Sophos Managed Risk is available as an extended service with Sophos MDR, which already protects more than 21,000 organizations globally. The Sophos Managed Risk team is Tenable-certified and works closely with Sophos MDR to share essential information about zero-days, known vulnerabilities and exposure risks to assess and investigate possibly exploited environments.

“Sophos Managed Risk simplifies the difficult and resource consuming task of identifying vulnerabilities, really understanding the extent of risk exposure, and prioritizing necessary remediations,” said Kieron Stone, cybersecurity business development manager at Phoenix Software Ltd. “As a trusted managed service provider (MSP), this is a service we’re proud to stand behind, and nearly all our customers using it have already discovered significant vulnerabilities that they were previously unaware of. For organizations that don’t already have a well-defined vulnerability patching cadence, this is a must-have service for the identification of vulnerabilities and building that schedule; and for organizations that are already managing vulnerabilities, it’s a second set of eyes for added peace of mind that they’re not missing anything.”

Organizations benefit through regular interaction, including scheduled meetings with Sophos experts to review recent discoveries, insights into the current threat landscape, and recommendations for remediation and prioritizing actions. Additionally, organizations can initiate inquiries via the Sophos Central platform, allowing users to directly engage with the Sophos Managed Risk team for tailored support, reports and to review their latest prioritized alerts.

“You can’t fix what you can’t see. Sophos Managed Risk is shining a light on areas of exposure that require remediation in order to keep customers protected. Combining Sophos’ elite MDR experts with Tenable’s industry-leading exposure management technology gives us a full picture view of vulnerabilities with the guidance we need to minimize risk,” said Brooks Roy, president at Communications Consulting, Inc. “The real value add for us as a channel partner is having the ability to easily manage Sophos Managed Risk’s prioritized alerts across our customer base on the Sophos Central dashboard.”

Sophos Managed Risk is available with a term license through Sophos’ global network of channel partners and Managed Service Providers (MSPs). A Sophos MSP Flex version will be available in 2024.

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inq.Digital Supports Payments Forum Nigeria [PAFON 1.0]

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PAFOn 1.0
PAFON SPEAKERS

Inq. Digital Nigeria Limited has been announced as a sponsor of Payments Forum Nigeria [PAFON 1.0] maiden edition holding this Thursday in Lagos.

inq. Digital Nigeria Limited, a subsidiary of inq. Group is an emerging leading digital and cloud solutions provider that delivers simpler seamless solutions to complex business challenges.

With offices in Lagos, Abuja, Port Harcourt and Kano, inq. provides reliable and affordable Intelligent Connectivity, SDN/NFV, Cloud and Digital services (including Edge –AI) for Nigerian businesses including those in the payment space.

Participation is FREE, however, pre-registration is required: https://bit.ly/4c4N19H.

Speaking ahead of Payments Forum Nigeria [PAFON 1,0] scheduled to take place at Oriental Hotel, Lekki Road, Lagos on Thursday, March 21, 2024 by 9am under the theme: “Payments: Trust, Security and Privacy in AI Era”, Mr. Chike Onwuegbuchi, the co-founder of TechCastle Foundation, the organisers, said the goal is to enable information exchange and knowledge sharing on key industry insights issues amongst key stakeholders, with the objective of ensuring a collaborative and proactive approach to push for policies that enable growth, tackling/mitigating fraud and limiting occurrences and losses.

Speakers

The following speakers are lined up for the Forum: Chibuzo Efobi, Director, Payments System Management, Central Bank of Nigeria (CBN); Festus Amede, Chairman, Committee of Chief Information Security Officers of Nigerian Financial institutions (CCISONFI; Dr. Adewale Peter Obadare, Chief Visionary Officer (CVO), Digital Encode Limited; Adetokunbo Omotosho, Chief Executive Officer, Cybervergent; Roosevelt Elias, Founder, Payble; Ikenna Ndugbu, chief compliance officer, Moniepoint MFB, and Peter Evbota, Sales Director at inq. Digital Nigeria Limited.

Payments Forum Nigeria is organised by TechCastle Foundation and sponsored by: inq. Digital Nigeria Limited, Cybervergent, Moniepoint, Digital Encode Limited, Payble with support from the Central Bank of Nigeria (CBN).

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S Mobile Tech Hub Opens Registration to Entrepreneurs in Southeast

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Kingsely Adonu, founder and CEO, S Mobile Group

•⁠ ⁠500 successful candidates to get starter-packs

•⁠ ⁠Rolls our Free Data, Airtime to Civil Servants, Students, others

S Mobile Tech Hub, an offspring of S Mobile Group has open applications to technology entrepreneurs in the Southeast Nigeria.

S Mobile Tech Hub was recently conceived by Mr. Kingsley Adonu, a visionary entrepreneur and CEO/Founder S Mobile Group, who aims to manifest the Group’s deliberate programmes towards building a dynamic and vibrant startup ecosystem in eastern region of the country.

APPLY by visiting www.smobilegroup.com to register.

Speaking against this backdrop, Mr. Adonu, said that even against tremendous challenges faced by the youth in the Southeast, they must be actively engaged in digital skills development in order to eschew social vices and make positive contributions towards maintaining peace and progress in the region.

“Unfortunately, a lot of our young people are facing numerous barriers to participating in formal and informal sectors today. In December 2015, the United Nations Security Council adopted UNSCR 2250 on Youth, Peace and Security. The resolution was the first to recognise the important role young people can play in preventing conflicts, and sustaining peace.

“It is on this premise and more that S Mobile is thinking out of the box by extending digital skills programmes to empower the youth to be more economically relevant. This will also go a long way in supporting the efforts of the Governors in the Southeast who are not resting on their oars until we have crime-free society with less poverty index.

“S Mobile Tech Hub has been positioned as a platform for entrepreneurs to leverage trends to accelerate their skills and innovation especially in the areas of artificial intelligence, robotics, big data, etc., which have become embedded in our daily lives.

“We are rolling out free data and airtime to civil servants, students, farmers and other entrepreneurs, for connecting with MTN Nigeria services.

Also during the cohort 1 of S Mobile Tech Hub programme 500 successful technology entrepreneurs across the Southeast region will be sponsored with the starter-tools to live their dreams.

“Together, let’s turn technology into your personal pathway to empowerment, growth, and societal well-being. Don’t just dream about a brighter tomorrow; let’s build it together today!”, the company said on Wednesday.

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