• Yassir moves into media distribution in France with the acquisition of Paris-based adtech firm Kawarizmi.

• The deal strengthens Yassir’s retail media and advertising capabilities across Europe, Africa and diaspora markets.

• The transaction has been announced but still requires additional regulatory approvals before completion.

Algeria-founded super-app company, Yassir, has announced plans to acquire Kawarizmi, a Paris-based programmatic advertising and adtech company, in a move aimed at expanding its presence in digital advertising and retail media across Europe, the Middle East and Africa.

The acquisition is part of Yassir’s broader strategy to build an integrated advertising and retail media ecosystem connected to its consumer platform. By integrating Kawarizmi’s programmatic media buying capabilities, the company aims to allow brands and merchants to reach audiences across multiple regions using data-driven digital campaigns.

Founded in 2019 by Hakim Hattou and headquartered in Paris, Kawarizmi specializes in programmatic advertising, data-driven media buying and cross-border campaign execution. The company focuses on reaching audiences across Europe, Africa, the Middle East, South Asia and diaspora communities worldwide.

Since its creation, Kawarizmi reports having delivered more than 2,000 advertising campaigns. The company works with major digital platforms including Google, Meta and Adjust, and has run campaigns for international brands such as L’Oréal and Canal+, as well as companies targeting diaspora markets such as Wafacash and Thema.

Yassir, founded in 2017 in Algiers by Noureddine Tayebi, operates a super-app offering ride-hailing, food and grocery delivery, payments and financial services. The company has expanded across North Africa and into other markets, operating in more than 60 cities and serving millions of users.

According to the company, the integration of Kawarizmi will allow Yassir to develop a retail media network within its platform while also offering advertising services beyond its own ecosystem, including on the open web, connected television and mobile channels.

The deal also reflects a broader trend among technology companies seeking to monetize consumer data and digital platforms through advertising and retail media networks. If completed, Kawarizmi will operate as a specialized programmatic advertising unit within the Yassir Group. The company is expected to support Yassir’s advertising services both within its app and across external media channels.

Idriss Linge