As retail media rapidly becomes a core growth engine for digital advertising, GoWit and Publicis Media Middle East have announced a strategic partnership designed to accelerate Commerce and Retail Media innovation across the MENA region and Türkiye. The collaboration reflects growing industry demand for unified, AI powered infrastructure capable of connecting brands with high intent shoppers across emerging digital commerce ecosystems.
The GoWit Publicis Media partnership brings together GoWit’s AI first retail media technology, GoWit One, with Publicis Media’s regional scale, advertiser relationships, and operational expertise. The alliance aims to improve efficiency for retailers, agencies, and brands while enabling scalable omnichannel advertising across key markets including Saudi Arabia, the UAE, Egypt, Lebanon, Iraq, and Türkiye.
Retail media networks across these regions are entering a new phase of maturity as advertisers seek measurable outcomes closer to the point of purchase. By integrating Publicis Media’s portfolio of global and local brands into GoWit’s premium retail media inventory, the partnership establishes a faster connection between advertisers and consumers in high growth categories such as FMCG, electronics, and home improvement.
The collaboration enables advertisers to launch multi market campaigns with greater speed and intelligence while helping retail partners unlock incremental demand. According to the companies, this integration strengthens monetization opportunities and improves performance across premium advertising placements in rapidly expanding digital retail environments.
“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,” said Tony Wazen, CEO, Publicis Media Middle East.
At the center of the initiative is GoWit One, an AI powered agentic AdOps platform built to address fragmentation across retail media ecosystems. The platform unifies multiple retailers, campaigns, and markets into a single operational environment, replacing manual workflows with automation driven by artificial intelligence. Publicis Media will serve as the exclusive pilot agency partner for GoWit One in the MENA region, managing campaigns end to end while potentially eliminating up to 98 percent of manual AdOps work.
“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,” said Emrah Adsan, Co-Founder and CEO of GoWit.
The partnership also supports identity led activation through Publicis Media’s Core ID solution, enabling privacy safe targeting and closed loop measurement across on site, off site, and in store advertising channels. This approach allows brands to reach addressable audiences closer to conversion while maintaining compliance with evolving data privacy expectations.
“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,” added Mazen Mroueh, Head of Retail Media & Partnerships at Publicis Media.
“This partnership strengthens our vision of building a centralized Commerce Command Center across MENA, bringing together campaign excellence, digital shelf intelligence, and AI-powered optimization under one unified framework,” said Chirag Galundia, Head of Commerce at Publicis Media.
“Through GoWit One’s AI-driven ecosystem, we move past the complexities of manual campaign management, allowing our partners to focus on high-impact strategy and rapid scaling with a single solution,” added Cemil Toksöz, CSO at GoWit.
“Our partnership with Publicis Media is a significant milestone in this journey; together, we are making Retail Media across the region smarter and faster to execute, providing a vital strategic advantage in the dynamic markets of MENA and Türkiye.”
As retail media spending continues to expand globally, the GoWit Publicis Media partnership signals a broader shift toward consolidated, AI driven commerce ecosystems that reduce operational complexity while improving campaign performance. The initiative positions both companies to help advertisers and retailers navigate the next phase of omnichannel commerce and data driven marketing across one of the fastest growing advertising regions in the world.
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