Aleph says that its expertise is connecting thousands of advertisers with billions of consumers globally and creating markets for local businesses to grow through digital advertising.

The group's multiple, largely regional brands included Httpool, IMS Internet Media Services, Ad Dynamo and Connect Ads, and it served as the ad tech partner of choice for the world's leading platforms, advertisers and agencies.

Now, the group, headquartered in Buenos Aires, Argentina and Dubai, UAE, will immediately re-brand Ad Dynamo by Aleph in South Africa, Nigeria, Kenya and Ghana, as well as the majority of its legacy brands to Aleph, creating a truly unified global ecosystem of local experts in the process.

This will also support Aleph's medium-term growth strategy. By 2026, Aleph aims to partner with more than 60 top digital platforms and help them offer innovative advertising solutions to clients in more than 150 countries.

Through the One Brand initiative, Aleph will aim to enable greater collaboration and knowledge sharing, enhance professional development and amplify opportunities to offer clients in South Africa, Nigeria, Kenya and Ghana its full suite of services.

It also creates a platform for Aleph to strengthen its position in these regions, expand into new regions, accelerate organic growth and explore M&A opportunities that align with its strategic objectives.

The initiative will also help Aleph build on the tangible progress made globally and over recent years. Since 2021, the group has expanded from 90 markets to 150, now spanning five continents and growing to serve more than 45 partners with a dedicated team of digital experts worldwide.

Through its global reach, unrivalled local knowledge and scalable solutions, Aleph says that it helps clients enter new markets in a cost-effective and de-risked way as they expand internationally.

Recently, Aleph entered into strategic sales partnerships with TikTok in South Africa. This collaboration with TikTok enables medium-sized enterprises in South Africa to genuinely connect with their customers, aligning with TikTok's mission to foster creativity and spread joy, the group adds.

Stephen Newton, managing director at Aleph Africa, says, "At Aleph, we are not just rebranding for the sake of it. We are beginning an exciting new chapter that brings our local experts and proprietary technology under one powerful brand: Aleph."

"That is the purpose of our One Brand initiative — a strategic direction towards a unified future where our global expertise enables us to deliver unparalleled value to our partners, advertisers, agencies and SMBs in Nigeria, Kenya, Ghana and South Africa while helping them to grow at scale," adds Newton.

Beyond its core ad tech proposition, Aleph adds that it has also expanded through differentiation in recent months with the launch of Aleph Payments and Aleph Express. Building on Aleph's nearly two decades of experience managing cross-border credit and payments for its partners, Aleph Payments provides a standalone credit underwriting and payments solution for businesses.

Aleph Payments simplifies the financial complexities from KYC, local billing, collections, forex exchange and tax settlements and cross-border payments — allowing businesses to focus on their main operations. 

Aleph's commercial strategy is underpinned by Digital Ad Expert, the group's social initiative to create economic opportunities through digital advertising education.

Totally free, fully online and designed by global digital advertising experts in the field, Digital Ad Expert has nearly 600 000 active users registered to the platform, and has certified more than 75 000 students from across more than 140 countries in short courses.

It has been awarded more than 10 000 students with its full Digital Ad Certificate. To create even more value for students, Digital Ad Expert recently joined UNESCO's Global Education Coalition and supports its plans to upskill 10 million people by 2029. This is in addition to Digital Ad Expert's medium-term target to certify 100 000 students worldwide.

Across the group, One Brand will enable Aleph to work more effectively with partners to scale Aleph Payments and Digital Ad Expert.

"Our vision for One Brand goes beyond unifying our visual identity," adds Newton. "It's about embracing innovation, fostering professional development and accelerating economic growth in the markets we operate in."

"By equipping thousands of digital media experts with the skills they need to excel, we are not just shaping the future of digital advertising — we're shaping future economies and providing dignity through education, the only currency that never depreciates in value," concludes Newton. 

For more information, visit www.digitaladexpert.com. You can also follow Digital Ad Expert on Facebook, X or on Instagram.