فريق إنت عربي
- Algeria-based Yassir announces the acquisition of Kawarizmi to build an ecosystem that supports brands and suppliers in the region.
- The deal will help advance the retail media and marketing sector, enabling merchants and suppliers to more easily access African and European markets.
Algeria-based Yassir, a super app specializing in digital payments and on-demand services across North Africa, has acquired French company Kawarizmi, a firm specialized in ad-tech and programmatic trading.
Through this acquisition, Yassir aims to build an integrated retail media and advertising ecosystem, enabling brands, suppliers, partners, and merchants to easily access fast-growing and dynamic markets through advanced programmatic technologies.
Kawarizmi brings together algorithmic media buying, creative performance expertise, and the ability to execute campaigns across multiple markets.
Under the deal, Kawarizmi will enhance Yassir’s advertising infrastructure both within its app ecosystem and externally across the open web, connected TV (CTV), and mobile environments.
With Kawarizmi’s integration, Yassir will expand its platform to monetize first-party data through a privacy-first advertising infrastructure, while also strengthening global brand partnerships across Europe, the Middle East and North Africa, and Africa.
The move will further support the development of a regional ad-tech stack with global ambitions.
Noureddine Tayebi, Founder and CEO of Yassir, commented:
“Advertising and retail media are strategic pillars for Yassir’s next phase of growth. Kawarizmi brings deep programmatic expertise, international reach, and strong operational capabilities that will significantly accelerate our vision.”
He added:
“This partnership enables us to build a strong bridge between brands and millions of consumers across Europe, the Middle East, Africa, and beyond, while reinforcing our commitment to building global technology champions from the region.”
About Yassir
Founded in 2017 by Noureddine Tayebi and El Mahdi Yettou, Yassir provides a range of services including ridesharing, grocery delivery, and financial services.
The company operates in more than 60 cities across six countries worldwide, has over 8 million users, and raised $50 million in funding in 2022.
