AdTech provider GoWit has announced a strategic commerce and retail media partnership with Publicis Media Middle East, part of Publicis Groupe, to expand retail media capabilities across MENA and Türkiye.
The collaboration combines GoWit’s AI-first retail media technology, GoWit One, with Publicis Media’s regional scale and advertiser network. The companies said the alliance aims to improve operational efficiency for retailers, agencies and brands, while strengthening connections between advertisers and shoppers in high-growth markets.
Under the agreement, Publicis Media’s portfolio of global and local brands will be integrated into GoWit’s retail media inventory. The partnership will cover key markets including Saudi Arabia, the UAE, Egypt, Lebanon, Iraq and Türkiye.
The companies said the alliance will allow advertisers to roll out multi-market campaigns more quickly while engaging high-intent shoppers at the point of purchase, particularly in fast-moving consumer goods (FMCG), electronics and home improvement categories. Retail partners working with GoWit are expected to benefit from incremental demand generated through Publicis Media’s ecosystem.
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.”
Emrah Adsan, Co-Founder and CEO of GoWit, said, “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 partnership is designed to support omnichannel retail media strategies across on-site, off-site and in-store advertising. It also incorporates Publicis Media’s Core ID solution to enable privacy-safe, identity-led activation and closed-loop performance measurement.
At the centre of the collaboration is GoWit One, the company’s AI-powered, agentic AdOps platform aimed at addressing fragmentation across retail media networks. The platform integrates multiple retailers, markets and campaigns within a single system, replacing manual processes with automation.
As part of the agreement, Publicis Media Middle East will serve as the exclusive pilot agency partner for GoWit One in the MENA region. The company said the platform can eliminate up to 98 per cent of the manual AdOps work typically required to manage campaigns across multiple networks.
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.”
He further said, “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.”
