Algeria-based super app Yassir has acquired Paris-based adtech firm Kawarizmi, marking a strategic move to build a fully integrated retail media and advertising ecosystem. The deal strengthens Yassir’s position beyond mobility, delivery, and fintech, as it expands into data-driven advertising.
Founded in 2017, Yassir operates in over 60 cities across six countries and serves more than 8 million users. The acquisition will allow the company to enhance its programmatic advertising capabilities, enabling monetisation of first-party data and deeper engagement with brands across Europe, MENA, and Africa.
Kawarizmi brings expertise in algorithmic media buying, creative optimisation, and cross-market campaign execution. Its capabilities span multiple channels, including the open web, connected TV (CTV), and mobile platforms, giving Yassir a strong foundation to scale its advertising infrastructure.
The move positions advertising and retail media as core growth pillars for Yassir, as it looks to build a privacy-first, scalable ad ecosystem and strengthen international brand partnerships.
Kawarizmi will continue operating as a specialised entity within the Yassir group, supporting expansion across EMEA markets while accelerating Yassir’s ambitions in adtech.
