GoWit and Publicis Media Middle East Partner to Advance Commerce & Retail Media

Now stepping into a key collaboration, GoWit teams up with Publicis Media Middle East, representing Publicis Groupe, to boost how retail media operations run across MENA and Trkiye. This move sharpens workflow precision through shared tech strengths. With roots deep in AdTech innovation, GoWit brings tools that streamline processes. Meanwhile, Publicis Media lends regional reach and market insight. Together, they shape a faster, smoother way to manage campaigns. Not just connecting systems, but aligning goals. Efficiency becomes less about cutting steps, more about smarter coordination. The region sees fresh momentum as digital shopping spaces grow. Their joint effort targets real, time responsiveness. Behind the scenes, infrastructure adapts quicker. Performance tracking gains clarity without added complexity. No grand claims, just steady progress woven into daily execution.

A fresh alliance in retail media links GoWits smart tech platform, GoWit One, with Publicis Medias wide network of advertisers and deep market insights. Instead of just combining forces, theyre shaping faster ways to run campaigns across stores, agencies, and brand teams. Because of this collaboration, operations become smoother while decision, making leans harder on real, time data patterns. What emerges is less guesswork, more precision in how shopping moments turn into sales.

From Saudi Arabia to Trkiye, shopper habits shift fast as digital spending climbs. A new collaboration links GoWits retail ad space with Publicis Medias global and local brand network. Instead of separate efforts, these companies now align where attention meets purchase intent. In markets like Egypt, Iraq, and the UAE, timing matters more than ever. Advertisers reach people already looking to buy, thanks to access shaped by real shopping behavior. Lebanon joins others on this list not just by chance but because momentum builds there too. Connections form quicker when platforms meet demand at speed. This setup thrives where growth doesn’t wait.

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Unlocking High-Intent Engagement in Growth Markets

Retail media in the MENA and Turkey markets has moved from experimentation to a more defined and performance-driven model. This partnership helps advertisers launch multi-market campaigns with increased speed, metrics, and optimization through the use of artificial intelligence.

By engaging consumers earlier in the purchase path, such as FMCG, electronics, and home improvement products, brands can achieve measurable results in some of the most exciting digital retail growth markets.

Retail partners within GoWit’s network benefit from incremental advertiser demand driven by Publicis Media’s ecosystem, accelerating monetization strategies and maximizing returns on premium inventory placements.

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.”

On the strategic importance of the collaboration, 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.”

“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.

Powering Omnichannel Retail Media Activation

The partnership positions retailers and agencies to implement a fully omnichannel Retail Media strategy, connecting on-site, off-site, and in-store advertising environments into a cohesive framework.

Identity-led activation is further supported through Publicis Media’s Core ID solution, enabling privacy-safe targeting within high-intent retail contexts. Together, the collaboration allows brands and retailers to:

• Reach addressable audiences closer to conversion
• Measure performance within a closed-loop, privacy-compliant environment
• Scale omnichannel Retail Media strategies with greater integration and transparency

GoWit One: Centralizing Retail Media Through AI

At the heart of the alliance is GoWit One-GoWit’s AI-powered, agentic AdOps platform designed to reduce fragmentation across Retail Media networks. The platform unifies multiple retailers, markets, and campaign streams within a single ecosystem, replacing manual workflows with intelligent automation.

Publicis Media becomes the exclusive pilot agency partner for GoWit One in the MENA region. Through this deployment, the agency will manage end-to-end campaigns while reducing up to 98% of the manual AdOps workload typically required to coordinate across multiple networks.

“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.”

Strengthening the Future of Commerce Media in MENA

As the Retail Media landscape continues to grow and expand, the MENA and Turkey markets represent a high-growth opportunity for advertisers and retailers alike. With the use of AI-driven automation, identity-based targeting, and the scale that the markets offer, the partnership between GoWit and Publicis Media seeks to bring a more connected, efficient, and performance-driven Retail Media infrastructure.

This partnership marks a major step forward for brands looking for measurable commerce results and retailers looking for new revenue opportunities, towards a more united and intelligent Commerce Media landscape.