Yassir, the prominent Algerian super app, is expanding its footprint beyond ridesharing and deliveries into the lucrative ad-tech sector. The company announced its acquisition of Kawarizmi, a Paris-based programmatic trading desk, marking a strategic push to build a robust retail media advertising ecosystem across the EMEA region.
Quick Facts
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Algerian super app Yassir acquires ad-tech firm Kawarizmi.
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The Paris-based target specializes in programmatic media buying.
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Yassir serves eight million users across six countries.
Monetizing First-Party Data with Programmatic Ad-Tech
Super apps hold massive amounts of user data, and monetizing that engagement is a logical next step for growth. By acquiring Kawarizmi, Yassir is positioning itself to unlock the financial value of its first-party data. Kawarizmi brings specialized algorithmic media buying skills and creative performance execution to the table.
The integration of the Paris-based ad-tech firm will allow Yassir to establish a direct pipeline between brands and consumers across Europe, the Middle East, and Africa. Instead of relying solely on transaction fees from rides and groceries, the Algerian tech firm is building an advertising infrastructure to capture high-margin retail media revenue on global digital platforms.
Scaling Retail Media Infrastructure Across EMEA
With a presence spanning Europe, Africa, the Middle East, and South Asia, Kawarizmi targets global diaspora audiences through data-driven campaigns. Under the acquisition agreement, Kawarizmi will retain its identity and continue operating as a specialized programmatic entity within the Yassir ecosystem.
“Advertising and retail media are strategic pillars for Yassir’s next phase of growth,” said Noureddine Tayebi, co-founder of Yassir.
“Kawarizmi brings deep programmatic expertise, international reach, and strong operational capabilities that will significantly accelerate our vision,” Tayebi added, highlighting the company’s ambition to become a global tech champion originating from North Africa.
About Yassir
Founded in 2017 by Noureddine Tayebi and El Mahdi Yettou, Yassir is a leading multi-service platform originating from Algeria. The super app provides users with on-demand ridesharing, grocery delivery, and financial services. Following a $50 million funding round in 2022, the company has scaled its operations to over 60 cities across six countries, currently serving a user base of more than eight million people.
Source: Arab Founders
