GoWit and Publicis Media Form Strategic Retail Media Alliance in MENA
GoWit has entered a strategic partnership with Publicis Media Middle East to accelerate retail media and commerce media across MENA and Türkiye. The collaboration positions Publicis Media as GoWit One’s pilot agency partner, rolling out the AI-powered AdOps platform to manage and scale campaigns for brands, retailers, and agency clients across key categories including FMCG, electronics and home improvement.
AI-Powered Platform to Streamline Campaigns
At the centre of the partnership is GoWit One, an AdOps platform driven by machine learning that consolidates fragmented retail media inventory and automates operational workflows. GoWit One addresses persistent industry pain points such as scattered channel inventory, manual trafficking, inconsistent reporting and slow campaign activation. Its capabilities include automated inventory aggregation, predictive bidding and audience clustering, unified attribution and real-time reporting. This reduces manual effort, shortens time-to-market and improves return on ad spend for advertisers operating in fragmented regional markets.
Unlocking Omnichannel and Regional Growth
Through Publicis Media’s client footprint and GoWit One’s technology, brands gain a unified route to omnichannel activation across marketplaces, retailer sites and in-store digital touchpoints. Retailers benefit from clearer monetization pathways that tie inventory to shopper intent, while agencies can deploy standardized campaign stacks across multiple markets without rebuilding operations for each partner. The arrangement supports scale across MENA and Türkiye by providing repeatable templates for campaign setup, measurement and optimization tailored to local shopper behaviours.
Shaping the MENA Retail Media Landscape
Beyond immediate operational gains, the partnership signals growing maturity in the region’s retail media ecosystem. Combining an agency pilot with a purpose-built AdTech platform creates a more structured approach to measurement, governance and scale. As more retailers and brands adopt centralized AdOps and AI tools, the market will move toward higher transparency, faster activation and more predictable monetization. For stakeholders in MENA and Türkiye, the collaboration offers a practical route to scale commerce media while reducing the friction that has held the sector back.
