Ridesharing Platform Yassir Acquires French Advertising Tech Kawarizmi

Algeria-founded super app Yassir has acquired Paris-based advertising technology firm Kawarizmi as part of plans to expand its retail media and digital advertising capabilities.

Founded in 2017 by Noureddine Tayebi and El Mahdi Yettou, Yassir operates across more than 60 cities in six countries and serves over eight million users. The platform provides services including ride-hailing, grocery delivery and financial products, and raised $50 million in funding in 2022.

Kawarizmi specialises in programmatic media buying and data-driven advertising campaigns across Europe, Africa, the Middle East and South Asia, as well as diaspora audiences. Following the acquisition, the company will continue operating as a specialised programmatic entity within Yassir.

The deal forms part of Yassir’s strategy to build an integrated retail media and advertising ecosystem that allows brands, merchants and partners to reach consumers across high-growth markets. Kawarizmi’s algorithmic media buying tools and cross-market execution capabilities will be integrated into Yassir’s advertising infrastructure within the app and across external channels including the open web, connected television and mobile platforms.

The integration is also intended to support the development of a scalable retail media network and expand brand partnerships across Europe, the Middle East and Africa, while enabling monetisation of first-party data through programmatic advertising systems.