Algeria’s Yassir Acquires Paris-Based Kawarizmi To Build Retail Media & Adtech Stack

Algerian super app Yassir has acquired Paris-based adtech firm Kawarizmi, deepening its push into retail media and advertising infrastructure.

Kawarizmi specialises in data-driven programmatic media buying across Europe, Africa, and the Middle East. Its integration will strengthen Yassir’s ability to monetise its growing user base of over 8 million users across 60+ cities.

The deal marks a strategic pivot beyond mobility, delivery, and fintech into advertising as a core revenue layer. Yassir, which also recently acquired the retail chain Uno Hypermarkets, plans to build a retail media network, enabling brands to target consumers across its ecosystem and external digital channels using first-party data.

For Yassir, the acquisition signals an ambition to evolve into a full-stack digital platform, where commerce, payments, logistics, and advertising are tightly integrated.