GoWit, a leading AdTech provider specializing in Retail Media, has entered a strategic partnership with Publicis Media Middle East, part of Publicis Groupe, to advance Commerce and Retail Media operations throughout the MENA region and Türkiye.
The partnership combines GoWit’s advanced AI-powered Retail Media technology with Publicis Media’s extensive scale and strategic capabilities in the region. GoWit One serves as the core platform, an agentic AdOps solution that addresses Retail Media fragmentation by unifying multiple retailers, markets, and campaigns into a single ecosystem. This replaces inefficient manual processes with intelligent automation, enabling faster campaign launches and improved operational efficiency for retailers, agencies, and brands.
Advertisers can now deploy multi-market campaigns rapidly, targeting high-intent audiences at the point of purchase. The focus spans high-growth categories such as FMCG, electronics, and home improvement within the region’s expanding digital retail environments. Retail partners of GoWit benefit from increased demand through Publicis Media’s ecosystem, which accelerates monetization and optimizes premium ad placements for better performance.
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.”
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 added, “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 alliance supports a comprehensive omnichannel Retail Media approach, seamlessly linking on-site, off-site, and in-store advertising. It incorporates identity-led activation via Publicis Media’s Core ID solution for privacy-safe targeting in retail settings. Brands and retailers can reach addressable audiences closer to conversion, measure performance in closed-loop environments, and develop scalable omnichannel campaigns.
As the exclusive pilot agency partner for GoWit One in MENA, Publicis Media will manage campaigns end-to-end through the platform, significantly minimizing manual efforts. This centralizes operations under a unified framework that emphasizes campaign excellence, digital shelf intelligence, and AI optimization.
Chirag Galundia, Head of Commerce at Publicis Media said, “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.”
Cemil Toksöz, CSO at GoWit added, “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. 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.”
This collaboration marks a key advancement in consolidating Retail Media in high-growth markets, fostering smarter execution, measurable outcomes, and sustainable ecosystem development for all stakeholders.
About GoWit
GoWit is a leading AdTech company building EMEA’s largest Commerce and Retail Media Network. Its omnichannel AI-powered ad platform unifies technology, operations, and demand to empower retailers, brands, and agencies maximize monetization and relevance.
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