Algeria’s Yassir, the leading super-app operating across North Africa and beyond, offering payment and on-demand services, has announced the acquisition of Kawarizmi, a Paris-based programmatic trading desk and ad-tech company.
Founded in 2017 by Noureddine Tayebi and El Mahdi Yettou, Yassir is a super app that provides its users with a suite of services, including ridesharing, grocery deliveries, and financial services. It operates in more than 60 cities across six countries throughout the world, has more than eight million users, and raised a US$50 million funding round back in 2022.
It has now acquired the French company Kawarizmi, a programmatic trading desk and ad-tech company specialised in data-driven media buying specialised in data-driven media buying across Europe, Africa, the Middle East, South Asia and global diaspora audiences.
Yassir said the strategic acquisition marked a major milestone in its ambition to build a fully integrated retail media and advertising ecosystem, enabling brands, suppliers, partners and merchants to reach high-growth markets through advanced programmatic technologies.
Kawarizmi combines algorithmic media buying, creative performance expertise, and cross-market execution capabilities. Through this acquisition, Kawarizmi will strengthen Yassir’s advertising infrastructure, both within the Yassir ecosystem and externally across open web, CTV, and mobile environments.
“Advertising and retail media are strategic pillars for Yassir’s next phase of growth. Kawarizmi brings deep programmatic expertise, international reach, and strong operational capabilities that will significantly accelerate our vision,” Tayebi said.
“This partnership enables us to create a powerful bridge between brands and millions of consumers across EMEA and beyond, while reinforcing our commitment to building global technology champions from the region.”
The integration of Kawarizmi will allow Yassir to build a scalable retail media network across its super-app ecosystem, monetise first-party data through privacy-first programmatic infrastructure, expand international brand partnerships across Europe, MENA and Africa, and develop a regional ad-tech stack with global ambitions. Kawarizmi will continue to operate as a specialised programmatic entity within the Yassir group, reinforcing its presence in EMEA.
