Algeria-based super app Yassir has acquired Paris-headquartered adtech company Kawarizmi, marking a strategic expansion beyond mobility, delivery, and fintech into the fast-growing world of digital advertising.
Founded in 2017 by Noureddine Tayebi and El Mahdi Yettou, Yassir has built one of North Africa’s leading super apps, offering ride-hailing, grocery delivery, and financial services across more than 60 cities in six countries, with a user base exceeding eight million.
With this acquisition, Yassir is positioning itself to develop a fully integrated retail media and advertising ecosystem. The move enables brands, merchants, and platform partners to tap into high-growth markets through advanced, data-driven advertising technologies embedded directly within Yassir’s ecosystem.
Kawarizmi brings deep expertise in programmatic media buying, algorithmic optimization, and cross-market campaign execution. Its capabilities span multiple channels, including the open web, mobile, and connected TV (CTV), allowing Yassir to extend its advertising reach far beyond its own platform.
“Advertising and retail media are strategic pillars for Yassir’s next phase of growth,” said CEO Noureddine Tayebi. “Kawarizmi’s programmatic expertise and international footprint will significantly accelerate our vision.”
The integration will allow Yassir to better monetize its first-party data through privacy-focused infrastructure, while also building a scalable retail media network that connects brands with consumers across Europe, MENA, and Africa.
Kawarizmi will continue to operate as a specialised programmatic unit within the Yassir group, strengthening its presence across EMEA markets as Yassir evolves into a broader digital ecosystem player.
