Yassir has acquired Kawarizmi as it expands into advertising and retail media across Africa, the Middle East and Europe.
The deal adds programmatic advertising capabilities to Yassir's platform, allowing it to use its user data to deliver targeted campaigns and expand partnerships with brands. Financial terms were not disclosed.
Yassir, founded in 2017 by Noureddine Tayebi and El Mahdi Yettou, operates mobility, delivery and fintech services across more than 60 cities in six countries, serving over 8 million users.
Keep up with the latest headlines on WhatsApp | LinkedIn
Kawarizmi specializes in data-driven media buying and operates across Europe, Africa, the Middle East and South Asia. The company will continue to operate within the group as a programmatic advertising unit.
The acquisition supports Yassir's plan to build an integrated retail media network, extending advertising across its platform and external channels including mobile, connected TV and the open web.
Key Takeaways
The acquisition reflects a shift among super apps toward monetising user data through advertising and retail media. Platforms like Yassir generate large volumes of first-party data from ride-hailing, delivery and financial services, which can be used to target ads based on user behavior and transactions. By adding Kawarizmi's programmatic capabilities, Yassir can move beyond basic in-app advertising to build a broader adtech infrastructure that connects brands with users across multiple channels.
This model is similar to strategies used by global platforms that combine commerce, payments and advertising to create new revenue streams. Retail media, where brands pay to promote products within digital platforms, is growing as companies seek alternatives to traditional digital advertising dominated by global tech firms. For Yassir, building an advertising layer can increase revenue per user without relying only on transaction fees. It also strengthens relationships with merchants and brands that use its platform to reach customers. The move highlights increasing competition in emerging markets to control both commerce and advertising ecosystems, with companies seeking to integrate services and capture more value from their user base across regions.
