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TrustPid proves that Innovation does come out of Africa

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TrustPid

Both Adrenaline and TrustPid share a common approach to UID (unique identifiers) — utilizing telco networks as a major source of consumer data

LAGOS, Nigeria, August 24, 2023/APO Group/ — 

In the ever-evolving digital landscape, a groundbreaking collaboration is taking shape as four major European telecom giants are collaborating on an advertising ID system called TrustPid; a privacy-led identification solution that promotes the use of mobile numbers as unique identifiers, to support the digital marketing activities of publishers and brands, in light of third party cookies imminent extinction. Interestingly, the idea to launch a “Telco Ad Network” did not just happen. In 2015, at the Mobile World Congress in Barcelona, Africa’s foremost Data and Marketing Technology company, Terragon (https://TerragonGroup.com), unveiled its unique mobile advertising solution, and Africa’s first telco-data monetisation platform, Adrenaline’, (https://apo-opa.info/3EbmA2f) which just like TrustPid used the mobile phone numbers as the unique identifier.

In 2015, when Terragon (https://TerragonGroup.com) launched Adrenaline, the idea was clear – to provide a simple but robust platform that bridges advertising demand (i.e. businesses) and data supply (publishers and telco) to enable targeted messaging to consumers both online and offline.

Adrenaline is a double-sided platform which offers advertisers (businesses) access to run targeted messages to mobile subscribers via offline Telco-native channels (such as “end of call notification, flash message, USSD etc) and online ad exchanges (display ads via browsers and in-app notifications) on one hand; and on the other hand help Telcos monetise their data assets by providing these advertisers with privacy compliant access to segmented subscribers as well as the channels for businesses to reach their target audience. Terragon’s Adrenaline platform is then able to process the data the adrenaline platform is able to access in a privacy compliant environment to enable data monetisation for telcos, accurate reach for publishers and measurement for advertisers. All of this is powered in a strict privacy complaint framework. The AI-powered analytics enables businesses to deliver “personalized” and relevant messaging to targeted audiences. This means that a business using Adrenaline would not waste marketing dollars promoting mobile app usage to a feature phone user, for instance.

Similarly, TrustPid a cross-operator platform for data protection-compliant digital marketing, was born out of the desire to drive privacy-compliant personalised advertising without cookies and diversify the revenue stream of the 4 European telcos — Telefónica, Orange, Vodafone, and Deutsche Telekom.

A daring move at the time, but one driven by foresight according to Terragon’s CEO and Co-founder, Elo Umeh, who had noted in 2015 that the unveiling of Adrenaline at the MWC was a ‘global first’ that shows that innovation can indeed come out of Africa (https://apo-opa.info/3EbmA2f). He would later go on to explain that Adrenaline’s inception was driven by the insight that mobile phone numbers would become unique identifiers for consumers in the near future. Today, the launch of TrustPid and the looming extinction of third-party cookies, which will have a major impact on the $300bn advertising industry, validates Elo’s 2015 comments and the innovative value presented by the launch of Adrenaline.

Both Adrenaline and TrustPid share a common approach to UID (unique identifiers) — utilizing telco networks as a major source of consumer data. According to Terragon’s CTO and Co-founder, Ayodeji Balogun, ‘by leveraging telco-data, Adrenaline empowers advertisers with near real-time customer insights needed to deliver more relevant, targeted, and effective advertising campaigns, and make effective business decisions.

Mobile phone numbers serve as crucial identifiers that connect individuals to their mobile devices

Telcos have emerged as exceptionally dependable data sources in today’s world where customers generate multiple data traces. Telco data serves as a valuable resource that empowers advertisers with precise insights and targeting capabilities, enabling them to optimize their campaigns and achieve higher levels of effectiveness. Telco data can provide insights on customer behaviour, location, demography, channel preference, interests, economic power, etc. armed with these insights in near real-time, businesses can deliver enhanced targeting, multi-channel engagement and personalised experiences at scale.

The proliferation of mobile usage in Africa has experienced substantial expansion over the years. With a mobile penetration rate exceeding 50% and customers dedicating more than 4 hours each day to their mobile phones, the significance of identifying consumers with their mobile phone numbers, and interacting with them through mobile channels becomes apparent. This according to the Terragon CTO is a major feature of Adrenaline.

“Mobile phone numbers serve as crucial identifiers that connect individuals to their mobile devices. As consumers engage in various activities on these devices, our native cloud software possesses the capability to uniquely recognize them through their phone numbers. Our customer data platform which is situated within different businesses, utilizes mobile phone numbers as key identifiers to centralize and manage customer information.

On the supply side, this data exchange can increase customer life-time value and ARPU, deliver superior customer experience, enable hyper-personalised engagements, identification of growth opportunities, identification of “at-risk” subscribers and prevention of churn. On the demand side, businesses can drive intelligent product recommendation, upsell and cross-sell, reduce cost on customer acquisition and retention, deliver personalised experiences at scale, and increase marketing ROI.”

On data privacy, Mr Balogon states “Our data is fully encrypted and anonymised to protect personal identifiable information. We adhere strictly to global and regional data privacy regulations including the GDPR, and the NDPR (in Nigeria). We have been ISO 27001 certified for 5 years running.”

Terragon is Africa’s leading data and marketing technology company that leverages data and technology to help Brands intelligently reach, engage and deliver more meaningful experiences to African consumers on mobile. Terragon is building a unique and robust cloud-based ecosystem which currently boasts of big global tech companies including Microsoft and AWS, Telco partnership like MTN and Orange, over 30 multinational enterprises including Nigerian Breweries, Access Bank, UBA and over 8,000 small and medium sized businesses.

Distributed by APO Group on behalf of Terragon Limited.

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Reload Logistics Releases Outlook Report: “Unlocking Southern Africa’s Trade Potential”

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Reload Logistics

New insights highlight infrastructure, digital innovation, and sustainability shaping regional trade

CAPE TOWN, South Africa, April 24, 2025/APO Group/ –As trade corridors expand and the demand for sustainable supply chain solutions grows, Reload Logistics (www.ReloadLogistics.com) has released an industry outlook report titled “Unlocking Southern Africa’s Trade Potential in 2025 and Beyond.” The report sheds light on transformative trends in infrastructure, trade integration, and digital innovation driving Southern Africa’s logistics landscape.

Key insights from the report include:

  • Critical Minerals Driving Growth: Southern Africa provides around 30% of the world’s critical minerals for electric vehicles, including cobalt and copper, contributing to the transition towards cleaner energy.
  • Strategic Infrastructure Investments: The Kasomeno-Mwenda Road Project is removing over 300km from DRC-to-Tanzania routes, while the Dar es Salaam Maritime Gateway Project plans to double port capacity to 30 million tons by 2030.
  • Technological Transformation: Tech logistics solutions have improved route optimization by up to 15%.
  • Sustainability Imperatives: By 2030, demand for green logistics could reach approximately $350 billion globally, with exporters increasingly adopting lower-carbon transport options.
  • Transformative Trade Corridors: Port developments at Dar es Salaam, Durban, Walvis Bay, and Beira are enhancing efficiencies and opening cross-border opportunities.

The report projects that by 2030, the African Continental Free Trade Area will boost intra-African trade by over 50%, creating new commodity flows while regional infrastructure investments address network gaps.

Download the full report (https://apo-opa.co/3RuAwLx) to explore how your business can stay ahead in the evolving logistics landscape of Southern Africa.

Distributed by APO Group on behalf of Reload Logistics

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African Mining Week (AMW) to Spotlight Investor Strategies Driving Africa’s Mineral Industrialization

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Energy Capital

African Mining Week 2025 will convene global investors in Cape Town to explore financing strategies, geopolitical trends and ESG factors driving Africa’s mineral industrialization

CAPE TOWN, South Africa, April 24, 2025/APO Group/ –African Mining Week (AMW) – taking place from October 1–3, 2025, in Cape Town – will connect global investors with high-impact opportunities across Africa’s mining sector, spotlighting the strategies fueling the continent’s mineral industrialization.

A key highlight of the event will be a high-level panel, The Investor Perspective: Financing Africa’s Mineral Industrialization. The session will explore the evolving investment landscape and examine diverse financing mechanisms – including bank loans, private equity, venture capital and impact investing – that are mobilizing capital into African mining.

DFIs Drive Infrastructure Investments

Attracted by strong returns and Africa’s long-term growth potential, development finance institutions (DFIs) are ramping up investments into the continent’s mining infrastructure. In March 2025, the African Development Bank approved a $150 million loan to Mauritania’s state-owned mining company SNIM and committed $500 million to the Lobito Corridor – a strategic railway project linking Angola, the DRC and Zambia to international markets. Meanwhile, the Africa Finance Corporation (AFC) is backing several critical mineral projects, including Nyanza Light Metals’ $780 million PGMs facility in South Africa, Gecamines’ expansion in the DRC, Giyani Metals’ manganese development in Botswana and FG Gold’s project in Sierra Leone. Between 2014 and 2024, AFC invested over $1 billion into Africa’s mining sector. The U.S. International Development Finance Corporation (DFC) is also deepening its commitment, providing more than $750 million toward the Lobito Corridor, $34 million for Pensana’s Longonjo rare earths project in Angola and $3.2 million to Chillerton’s green copper development in Zambia.

Geopolitics and African Prospects

Geopolitical shifts are intensifying the global race for Africa’s critical minerals, vital for the energy transition and digital economy. From 2019 to 2023, companies from the United Arab Emirates committed over $110 billion to African projects. In early 2025, UAE-based Ambrosia Investment Holding acquired a 50% stake in Allied Gold’s projects in Ethiopia and Mali, investing $375 million to scale up gold production. Canadian mining investment on the continent has now surpassed $37 billion, with companies like Ivanhoe Mines, Fortuna Silver, Pioneer Lithium and Trigon Metals leading expansion efforts. Similarly, Australia’s mining footprint in Africa reached $60 billion in asset value in 2024, supported by firms such as Sovereign Metals, Cazaly Resources and Atlantic Lithium.

Private Placements

Private placements are emerging as a preferred capital-raising vehicle for mining ventures across Africa. Companies including Zanaga Iron Ore, Moab Minerals, Global Atomic Corporation, Premier African Minerals and Trigon Metals are leveraging this mechanism to fast-track project development and attract investor interest. As ESG criteria take center stage in investment decision-making, AMW will serve as a platform for financiers and project developers to engage on sustainability metrics, transparency and responsible investing.

Distributed by APO Group on behalf of Energy Capital & Power

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Moore Global Partners with U.S.-Africa Energy Forum (USAEF) to Advance Critical Minerals Investment in Africa

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Africa Energy Forum

Moore Global has partnered with the U.S.-Africa Energy Forum in Houston to enhance investment in Africa’s energy and critical minerals sectors, leveraging its financial expertise to support sustainable resource development and global market integration

HOUSTON, United States, April 24, 2025/APO Group/ –The U.S.-Africa Energy Forum (USAEF) is pleased to announce a strategic partnership with Moore Global, a leading global accounting, audit and advisory network, to drive investment and collaboration in Africa’s energy sector, with a focus on critical minerals. This partnership underscores the growing significance of Africa’s mineral resources in supporting global energy transitions and securing supply chains for key industries, including oil and gas, renewables and battery technologies.

Moore Global brings decades of expertise in financial advisory, investment facilitation and strategic consulting across key markets, including Africa. With a strong presence in the region, the firm has played a pivotal role in guiding energy and natural resource investments, helping stakeholders navigate regulatory environments and optimizing project financing. Given Africa’s vast reserves of critical minerals essential for clean energy and industrial applications – estimated to hold approximately 30% of the world’s proven volumes – Moore Global’s involvement in USAEF will enhance discussions on sustainable extraction, value chain development and the continent’s positioning in global markets.

As part of the forum, Moore Global will lead a dedicated private equity session on financing African energy projects, featuring in-depth discussions on deal structuring, risk mitigation and capital deployment. As a premier platform for U.S.-Africa energy cooperation, USAEF brings together investors, policymakers and industry leaders to catalyze deals and partnerships across the energy value chain. Through this collaboration, Moore Global will provide thought leadership, financial expertise and strategic insights – reinforcing USAEF’s mission to accelerate investment in Africa’s oil, gas and critical minerals sectors. With energy security and resource independence high on the global agenda, the partnership aims to shape impactful investment strategies and policy frameworks that support Africa’s long-term growth.

Moore Global’s partnership with USAEF marks a crucial step in advancing Africa’s energy and critical minerals sectors

“We are delighted to be a key part of this forum. Our global expertise, coupled with our sector knowledge and global relationships, means we can add real value to these conversations and ongoing energy projects. Moore has a wealth of knowledge and insight to share, and I look forward to working closely with all of those involved,” said Candice Czeremuskin, Moore Global Leader, Private Equity.

“Moore Global’s partnership with USAEF marks a crucial step in advancing Africa’s energy and critical minerals sectors. With their deep understanding of financial structures and investment landscapes, they bring valuable expertise that will help bridge the gap between African resource holders and global capital markets. We look forward to working together to drive meaningful engagement and sustainable investment in Africa’s future,” said James Chester, CEO,  Energy Capital & Power.

For tickets, sponsorship opportunities and more information, please contact sales@energycapitalpower.com. Join us in Houston this August to connect with the leaders shaping Africa’s energy landscape and experience the momentum that drives ECP’s events worldwide.

Distributed by APO Group on behalf of Energy Capital & Power

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