Algeria-based super app Yassir has acquired Paris-headquartered ad-tech firm Kawarizmi, marking a significant step in its strategy to build a full-scale retail media and advertising ecosystem across EMEA.
Founded in 2017, Yassir operates in more than 60 cities across six countries, offering services including ride-hailing, grocery delivery, and fintech solutions. With over eight million users, the company is now expanding beyond its core services into advertising and data monetisation.
Kawarizmi specialises in programmatic media buying, leveraging data-driven strategies across Europe, Africa, the Middle East, South Asia, and global diaspora markets. Its capabilities span algorithmic media buying, creative performance optimisation, and cross-market campaign execution.
The acquisition strengthens Yassir’s advertising infrastructure both within its super-app ecosystem and across external channels such as the open web, connected TV (CTV), and mobile platforms. It also enables Yassir to unlock the value of its first-party data through a privacy-first programmatic approach.
Through this integration, Yassir aims to build a scalable retail media network, expand brand partnerships across multiple regions, and develop a regional ad-tech stack with global ambitions. Kawarizmi will continue to operate as a specialised entity within the Yassir group, maintaining its focus on programmatic expertise while contributing to Yassir’s broader growth strategy.
The move signals Yassir’s evolution from a service-based super app into a data-driven platform business, positioning advertising and retail media as key pillars of its next growth phase.
