The battle between Big Tech and local media has been heating up globally. From Australia and Canada to South Africa, governments are demanding that platforms like Google and Meta compensate news publishers for the value their content brings. In South Africa, the Competition Commission has recommended that Google pay up to R500 million annually to local media while urging Meta and X to restore referral traffic.
While these regulatory moves aim to rebalance the digital economy, they don’t address a fundamental challenge: sustainable growth for African publishers beyond compensation schemes. This is where Yehtu is stepping in—not just to advocate for media rights but to build long-term solutions in collaboration with Big Tech.
A New Approach: Collaboration, Not Just Regulation
Instead of relying solely on government intervention, Yehtu is forging a strategic partnership approach that benefits both publishers and platforms. The goal is simple: ensure African media thrives within the Big Tech ecosystem while maintaining independence and ownership.
1️⃣ Negotiating Better Revenue Share & Visibility
One of the biggest concerns for African publishers is that global platforms prioritize international media, making it harder for local voices to be heard. Yehtu is advocating for:
✅ Fairer revenue splits on programmatic advertising across Google and Meta.
✅ Improved discoverability of African content through transparent algorithms.
✅ Custom monetization strategies tailored for the African digital ecosystem.
By positioning Yehtu as the regional partner for Big Tech, we aim to ensure that African publishers get their fair share of digital ad revenues and that their content is amplified, not buried.
2️⃣ Leveraging Big Tech’s Tools Without Losing Control
Rather than fighting against platforms like Google’s AMP, Meta’s Instant Articles, and YouTube’s monetization, Yehtu is helping African publishers use these tools effectively while keeping control of their content and data.
🔹 Optimizing publisher content for visibility within Google News & Meta’s algorithms.
🔹 Helping media brands integrate AI-powered audience engagement tools from Google & Meta.
🔹 Building first-party data solutions that allow publishers to maximize revenue outside of Big Tech’s walled gardens.
3️⃣ Data Collaboration Without Dependence
Data is the most valuable asset for any media company today, but most African publishers rely heavily on Google Analytics, Meta Business Suite, and third-party tracking tools without truly owning their insights.
Yehtu is working on:
🔹 Creating a privacy-first data marketplace where African publishers can share anonymized audience insights with advertisers—on their own terms.
🔹 Developing AI-driven content recommendations to increase engagement and traffic across local publisher networks.
🔹 Collaborating with Google and Meta to improve the quality of first-party data collection, ensuring publishers retain control while benefiting from Big Tech’s scale.
4️⃣ Positioning Yehtu as the Key African Partner for Big Tech
Big Tech needs strong local partnerships to make their platforms more valuable in Africa. Yehtu is positioning itself as the gateway for these companies to work with publishers effectively.
✅ Co-developing AI tools with Big Tech that are trained on local content.
✅ Launching pilot programs to test fairer monetization models for African news sites.
✅ Facilitating workshops and upskilling programs through Google News Initiative & Meta Journalism Project.
Rather than just demanding change, Yehtu is proactively working to shape the future of African media within the Big Tech ecosystem.
Final Thoughts: Owning the Future, Together
The conflict between publishers and Big Tech doesn’t have to be a zero-sum game. African media must demand fair treatment, but it must also build its own solutions and negotiate from a position of strength.
By blending advocacy, innovation, and collaboration, Yehtu is ensuring that African publishers don’t just survive the digital disruption—but thrive. Future ni Yehtu!
Join the conversation. How should African media navigate the Big Tech landscape? Let’s discuss!
