Yassir, the leading super-app operating across North Africa and beyond, offering payment and on-demand services, announces the acquisition of Kawarizmi, a Paris-based programmatic trading desk and adtech company specialized in data-driven media buying across Europe, Africa, the Middle East, South Asia and global diaspora audiences.
This strategic acquisition marks a major milestone in Yassir’s 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.
Founded by Hakim Hattou, Kawarizmi has established itself as a performance-driven media partner for international brands seeking access to underrepresented and high-potential audiences. The company 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 (in-app search, display, video, DOOH and retail media formats) and externally across open web, CTV, and mobile environments.
Hakim Hattou, Founder & CEO of Kawarizmi:
« This acquisition is the alignment of two visions. Kawarizmi was built to bridge brands with high-growth audiences across Africa, MENA and diasporas worldwide. Joining Yassir allows us to scale that ambition exponentially, combining media excellence with one of the most powerful consumer ecosystems in emerging markets. »
« Together, we will build a next-generation retail media and programmatic infrastructure rooted in data, performance and cultural intelligence. »
KAWARIZMI SAS – Siret 878 624 188 00032 – RCS : PARIS – NAF : 7311 / TVA Intracommunautaire : FR 08878324188
Noureddine Tayebi, Founder & CEO of Yassir:
« 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. »
« 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. »
Strategic Vision
The integration of Kawarizmi will allow Yassir to:
- Build a scalable retail media network across its super-app ecosystem • Monetize first-party data through privacy-first programmatic infrastructure • Expand international brand partnerships across Europe, MENA and Africa • Develop a regional adtech stack with global ambitions
Kawarizmi will continue to operate as a specialized programmatic entity within the Yassir group, reinforcing its presence in EMEA,.
