Adtech provider GoWit and Publicis Media Middle East, part of the French multinational advertising and communications holding company Publicis Groupe, have announced a strategic Commerce and Retail Media partnership across MENA and Türkiye.
The partnership brings together GoWit’s AI-first Retail Media technology, GoWit One, with Publicis Media’s regional scale, advertiser demand, and strategic expertise, accelerating the operational efficiency of Retail Media for retailers, agencies, and brands. By integrating Publicis Media’s portfolio of global and local brands into GoWit’s premium Retail Media inventory, the collaboration creates a high-velocity connection between brands and shoppers across key markets, including Saudi Arabia, UAE, Egypt, Lebanon, Iraq, and Türkiye.
The strategic alliance enables advertisers to launch multi-market campaigns with unprecedented speed and intelligence. By engaging high-intent audiences at the point of purchase, specifically within FMCG, electronics, and home improvement, brands can drive measurable outcomes in the region’s fastest-growing digital environments. GoWit’s retail partners gain access to incremental demand from Publicis Media’s ecosystem, accelerating monetization and maximizing the performance of premium placements.
Commenting on the partnership, Tony Wazen, CEO, Publicis Media Middle East said: “Retail Media in MENA and Türkiye is entering a more mature phase, where long-term value will depend not only on technology, but also on strong operating models, governance, and execution discipline. Our partnership with GoWit reflects our focus on helping build a more structured and scalable environment for brands and retailers across the region”.
On the strategic importance of the collaboration, Emrah Adsan, Co-Founder and CEO of GoWit added, “This partnership brings together world-class demand and next-gen Retail Media technology. Together with Publicis Media, we’re building a truly unified and intelligent Retail Media ecosystem for MENA and Türkiye.”
Mazen Mroueh, Head of Retail Media & Partnerships at Publicis Media, commented: “This collaboration reflects our ambition to lead the evolution of Commerce and Retail Media across high-growth markets. By combining advanced AI-powered technology with our regional scale and commercial expertise, we are enabling retailers to unlock new revenue streams and empowering brands to drive measurable growth. It is a strategic step toward building a more consolidated, connected, and sustainable Retail Media ecosystem across MENA.”
The partnership enables retailers and agencies to move toward a truly omnichannel Retail Media strategy, connecting on-site, off-site, and in-store. It also supports identity-led activation through Publicis Media’s Core ID solution, ensuring privacy-safe targeting in high-intent retail environments.
As the exclusive pilot agency partner for GoWit One in the MENA region, Publicis Media will leverage the platform to manage campaigns end-to-end, eliminating up to 98% of the manual AdOps work typically required to operate across multiple networks.
