Yassir Acquires Uno and Kawarizmi to Build a Retail Media Network

Yassir is moving fast. The North African super-app, best known for ride-hailing, payments, and food delivery, has made two acquisitions this month that signal a serious push into retail media.

First came Uno, a hybrid supermarket and department store chain acquired from the Cevital Group in early March. Then this week, Yassir snapped up Kawarizmi, a Paris-based ad-tech firm and programmatic trading desk.

The strategic logic is straightforward. Uno gives Yassir physical retail infrastructure. Kawarizmi gives it the technology to monetise the data flowing through that infrastructure.

Together, they form the foundation of a retail media network (RMN): targeted advertising served inside the Yassir app, across the open web, and on connected TV (CTV), powered by real purchase behaviour from real customers.

The immediate focus is bridging online and offline. A hybrid retail technology experience that connects what people buy in-store with what they see on their screens.

For brands looking to reach North African consumers, Yassir just became a much more interesting partner.