Algerian super app Yassir has acquired Paris-based adtech firm Kawarizmi, marking a strategic expansion into retail media and advertising infrastructure.
Kawarizmi brings expertise in data-driven programmatic media buying across Europe, Africa, and the Middle East, enhancing Yassir’s ability to monetise its user base of over 8 million users across 60+ cities. The move strengthens Yassir’s positioning beyond mobility, delivery, and fintech into advertising as a core revenue stream.
Following its recent acquisition of Uno Hypermarkets, Yassir is building a retail media network that enables brands to target consumers using first-party data across its platform and external digital channels.
The deal signals Yassir’s ambition to evolve into a full-stack digital ecosystem, integrating commerce, payments, logistics, and advertising into a unified platform.
