GoWit partners with Publicis Media MENA to scale retail media

GoWit has formed a Commerce and Retail Media partnership with Publicis Media Middle East, part of Publicis Groupe. The agreement covers MENA and Türkiye and aims to scale Retail Media operations through shared technology and demand infrastructure.

The collaboration combines GoWit’s AI-led Retail Media platform, GoWit One, with Publicis Media’s regional advertiser base and operational capabilities across Saudi Arabia, the UAE, Egypt, Lebanon, Iraq and Türkiye.

Building structured Retail Media operations

Publicis Media will integrate its portfolio of global and local brands into GoWit’s Retail Media inventory, connecting advertisers with shoppers in high-intent environments, including FMCG, electronics and home improvement. The companies position the partnership as a way to improve execution standards and operational governance as Retail Media matures in the region.

Tony Wazen, CEO, Publicis Media Middle East: "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: "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."

Omnichannel activation and identity solutions

The agreement supports on-site, off-site and in-store activation, alongside identity-led targeting through Publicis Media’s Core ID solution. The partners state that this will enable closed-loop measurement and privacy-safe audience engagement closer to the point of purchase.

Mazen Mroueh, Head of Retail Media & Partnerships at Publicis Media: "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."

Pilot phase for GoWit One in MENA

At the centre of the partnership is GoWit One, an AI-powered AdOps platform designed to unify campaign management across retailers and markets. Publicis Media becomes the exclusive pilot agency partner for the platform in MENA and will use it to manage campaigns end-to-end.

The companies state that the system can eliminate up to 98 percent of manual AdOps processes typically required to manage multiple Retail Media networks.

Chirag Galundia, Head of Commerce, 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."

Cemil Toksöz, CSO, GoWit: "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."

www.gowit.com

www.publicisgroupe.com

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