Algeria’s Yassir expands into adtech with Kawarizmi acquisition

• Algeria-based super app Yassir has acquired Paris-based adtech company Kawarizmi as part of its strategy to build an integrated retail media and advertising ecosystem.
• Founded in 2017 by Noureddine Tayebi and El Mahdi Yettou, Yassir operates across 60+ cities in six countries and serves more than 8 million users through services including mobility, delivery, and fintech.
• The acquisition will enhance Yassir’s programmatic advertising capabilities, enabling it to monetise first-party data, expand brand partnerships across Europe, MENA, and Africa, and develop a regional ad-tech infrastructure with global ambitions.

Press release:

Algeria-based super app Yassir has announced the acquisition of Kawarizmi, a Paris-based programmatic trading desk and adtech company specialising in data-driven media buying across Europe, Africa, the Middle East, South Asia, and global diaspora audiences.

Founded in 2017 by Noureddine Tayebi and El Mahdi Yettou, Yassir offers a wide range of services, including ride-hailing, grocery delivery, and financial services. The company operates in more than 60 cities across six countries, serving over eight million users.

The acquisition marks a strategic step in Yassir’s ambition to build a fully integrated retail media and advertising ecosystem, enabling brands, merchants, and partners to access high-growth markets through advanced programmatic technologies.

Kawarizmi brings expertise in algorithmic media buying, creative performance optimisation, and cross-market execution. Through this integration, Yassir aims to strengthen its advertising infrastructure both within its platform and across external channels, including the open web, connected TV (CTV), and mobile environments.

“Advertising and retail media are strategic pillars for Yassir’s next phase of growth. Kawarizmi brings deep programmatic expertise and international reach that will significantly accelerate our vision,” said Noureddine Tayebi, CEO of Yassir.

The acquisition will enable Yassir to build a scalable retail media network, monetise first-party data through privacy-first infrastructure, and expand international brand partnerships across Europe, MENA, and Africa.

Kawarizmi will continue to operate as a specialised programmatic entity within the Yassir group, reinforcing its presence across EMEA markets.