Yassir Acquires France’s Kawarizmi to Build Pan-EMEA Retail Media and Ad-Tech Powerhouse

Precious Olowookere

Mar 18, 2026 • 1 min read

Yassir’s expansion into ad-tech could reshape how brands engage with consumers in emerging markets. With retail media projected to grow rapidly worldwide, Yassir’s integrated ecosystem may provide a competitive edge in connecting global advertisers with African and Middle Eastern audiences.

An Algeria leading platform, Yassir has acquired Kawarizmi, a Paris-based ad-tech firm to accelerate its retail media and digital advertising expansion across Europe, Middle East, and Africa. This deal signifies a strategic step in Yassir’s mission to build a fully integrated advertising ecosystem.

Kawarizmi is a platform that specializes in data-driven media obtaining, assisting businesses in executing campaigns in a variety of geographies including Europe, Africa, and diaspora markets. Yassir aims at adopting these services to enhance its capacity to provide targeted, performance-driven advertising both inside its app and through other channels like the open web, mobile platforms, and connected TV.

According to CEO Noureddine Tayebi, note that;

“Advertising and retail media are strategic pillars for Yassir’s next phase of growth,” he added that Kawarizmi’s European reach and operational expertise will accelerate the company’s long-term vision.

The agreement is essential to Yassir's goal of creating a scalable retail media network that will allow merchants and brands to use advanced advertising technologies to reach high-growth consumer segments.

The company claims that it would be able to monetize data more successfully while upholding a privacy-first approach by integrating its sizable user base and primary source data with Kawarizmi's programmatic skills.

About Yassir

Yassir was founded in 2017 in Algiers by entrepreneur Noureddine Tayebi, alongside co-founder Mehdi Yettou. Yassir is a fast-growing African super app that provides multiple everyday digital services ranging from transportation to payments through a single mobile platform. It is one of the most prominent tech startups to emerge from Algeria, with expanding operations across Africa and beyond.

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