Observed Signal · Feb 24, 2026 · Partnership · Source: ExchangeWire · Impact: 2/5 · Sentiment: Positive
GoWit and Publicis Unite to Transform MENA Retail Media
GoWit and Publicis Media Middle East have announced a strategic partnership to scale commerce and retail media across MENA and Türkiye. The deal pairs GoWit’s AI-first retail media platform, GoWit One, with Publicis Media’s regional advertiser demand, operating expertise and Core ID identity solution to enable omnichannel campaigns (on-site, off-site and in‑store) across markets including Saudi Arabia, UAE, Egypt, Lebanon, Iraq and Türkiye. Publicis Media will serve as the exclusive pilot agency partner for GoWit One in MENA, using the platform to manage multi-market campaigns end-to-end and reduce manual AdOps workload. The collaboration intends to connect brands with high-intent shoppers in categories such as FMCG, electronics and home improvement while supporting privacy-safe, identity-led activation and closed-loop measurement.
Regional partnership combining an AI-first retail media platform with a major agency’s demand and identity solution can accelerate retail media adoption and operational efficiency in high‑growth MENA & Türkiye markets, but it is a regional commercial alliance rather than an industry‑wide technical or policy shift.
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Key Takeaways & Evidence Grounding
- GoWit and Publicis Media Middle East announced a strategic commerce and retail media partnership covering MENA and Türkiye.
- The partnership integrates GoWit’s AI-first retail media technology, GoWit One, with Publicis Media’s regional demand and expertise.
- Publicis Media is the exclusive pilot agency partner for GoWit One in MENA and will use the platform to manage campaigns end-to-end.
- The collaboration targets omnichannel retail media (on-site, off-site and in-store) and supports identity-led activation via Publicis Media’s Core ID.
- Target markets named include Saudi Arabia, UAE, Egypt, Lebanon, Iraq and Türkiye.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
GoWit Secures Investment to Revolutionize AI Retail Media
GoWit, a leading ad tech company in connected commerce and retail media, announced a strategic investment round led by Nuwa Capital, with participation from Formus Capital, APY Ventures, and DCP. The funds will accelerate GoWit's expansion across Europe, the Middle East, and Africa (EMEA) and enable development of next-generation AI tools to improve ad performance, data intelligence, and monetisation for retailers, brands, and agencies. GoWit’s technology is already used by retailers and marketplaces such as Carrefour (Turkey), Union Coop (UAE), Raneen (Egypt), Toters Delivery (Lebanon), Mumsworld (UAE), and Heureka Group (Czech Republic), and ecosystem partners include Goldbach (Switzerland), Spike Media (MENA), and Akinon (EMEA). Nuwa Capital characterized the round as its first strategic move beyond MENA, underscoring GoWit’s global growth potential, with executives from both GoWit and Nuwa emphasizing accelerated AI-driven retail media across the region.
GoWit One: AI Revolutionizes Retail Media Management
GoWit announced GoWit One, a unified AI operating system for omnichannel commerce and retail media. The platform combines automation, unification, and real-time intelligence into a single dashboard for agencies managing campaigns across multiple retailers, channels, and markets. GoWit One aims to reduce operational bottlenecks by automating workflows and eliminating fragmented processes; the company claims manual AdOps work can drop by 98%, shrinking tasks that once took hours to as little as 10 minutes. The system acts as a command center, connecting GoWit’s infrastructure with 7,000+ brands and top retailers across 20+ EMEA markets, and delivering rapid execution, a unified view of performance across on-site, off-site, and in-store formats, plus AI-guided compliance to prevent launch delays. CEO Emrah Adsan emphasizes time savings and smarter scaling, while Evren Gülyaşar of WPP Media Turkey notes the solution enables end-to-end, AI-driven execution in a single ecosystem, with WPP as exclusive pilot partner.
GoWit and Numatec Partner on Retail Media in Spain, Italy
On 14 April 2026 GoWit, an omnichannel commerce and retail media provider, announced a strategic partnership with Numatec, a global reseller of martech and ad tech solutions, to accelerate retail media adoption in Spain and Italy. The collaboration will use GoWit’s AI-powered omnichannel ad platform and Numatec’s local market networks to help retailers and marketplaces monetise first-party data, provide managed adops support, and give brands and agencies access to regional retail inventory. The announcement cites IAB Europe projections that retail media in Europe will reach €31bn by 2028 and highlights Spain and Italy as high-growth digital ad markets.
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