North African super-app Yassir has announced its acquisition of Kawarizmi, a Paris-based programmatic advertising firm. This strategic transaction signals Yassir's significant expansion into the retail media and advertising sectors. The deal aims to leverage Yassir's extensive user base across the Middle East and Africa to create a powerful new advertising ecosystem.
A Strategic Pivot to Advertising
Founded in 2017, Yassir has established itself as a leading provider of on-demand services, including ride-hailing, deliveries, and payments. With over eight million users across 60 cities, the company possesses a vast repository of first-party consumer data. This acquisition provides the infrastructure to monetize that data and build a closed-loop retail media network.
Kawarizmi specializes in data-driven media buying, connecting international brands with audiences in Europe, Africa, the Middle East, and global diaspora communities. The ad-tech firm combines algorithmic media buying with creative performance expertise to execute cross-market campaigns. Its integration will significantly enhance Yassir's advertising capabilities both within its app and on the open web.
Integrating Expertise and Infrastructure
Under the terms of the agreement, Kawarizmi will continue to operate as a specialized programmatic entity within the Yassir group. This structure allows the firm to maintain its operational focus while benefiting from Yassir's scale and resources. The acquisition will accelerate Kawarizmi's expansion across Africa and MENA without the usual friction of independent growth.
Noureddine Tayebi, Yassir's founder and CEO, described advertising and retail media as strategic pillars for the company's next growth phase. He emphasized that the partnership creates a powerful bridge between brands and millions of consumers. This move reinforces Yassir's commitment to building global technology champions originating from the region.
Hakim Hattou, founder and CEO of Kawarizmi, noted the deal represents a strong alignment of intent between the two companies. He stated that joining Yassir allows Kawarizmi to scale its ambition of connecting brands with high-growth audiences exponentially. The combination pairs media excellence with one of the most powerful consumer ecosystems in emerging markets.
Capitalizing on a High-Growth Market
This acquisition addresses a key challenge for brands attempting to reach consumers in fragmented African and Middle Eastern markets. Traditional digital platforms often lack the granular local data needed for effective targeting and attribution. Yassir's platform offers a direct, data-backed alternative with real behavioral signals from its user base.
The move is timed to capitalize on significant market growth, with regional digital ad spending projected to reach $18.5 billion by 2029. Retail media is one of the fastest-growing channels within this landscape, making Yassir's investment particularly strategic. The combined data pool from both companies covers a consumer segment that has been largely underserved by advertisers.
By vertically integrating data and advertising technology, Yassir is evolving from a service platform into a comprehensive media provider. This creates a competitive advantage and puts pressure on local media agencies operating across EMEA. The deal provides brands with a more efficient path to engage with hard-to-reach consumer segments.
The acquisition of Kawarizmi marks a pivotal moment for Yassir, transforming its business model and positioning it as a major player in the regional advertising landscape. While the transaction awaits final regulatory approvals, it clearly signals a trend of super-apps leveraging their data to build sophisticated media ecosystems. This strategic integration is set to reshape how brands connect with consumers across emerging markets.