Publicis Media & GoWit Partner to Unify MENAT Retail Media
Publicis Media has announced a partnership with GoWit to bring GoWit One, an AI-first retail media platform, to the Middle East, North Africa and Turkey. The collaboration targets the fast-growing MENAT retail media market with the intent to scale commerce media programs across multiple retailers, channels and markets. Publicis Media will act as the pilot agency for regional rollouts.
AI-Driven Solutions Combat Fragmentation
Retail media in MENAT is fragmented across point solutions, varied retailer tech stacks and manual ad operations. GoWit One centralizes inventory, standardizes data and uses machine learning to automate campaign setup, targeting and optimization. That reduces repetitive AdOps tasks, shortens go-live times and creates consistent measurement across disparate partners. For agencies and brands, the result is a single operational layer to manage campaigns at scale.
Powering Omnichannel Campaigns and Market Growth
The partnership supports omnichannel activation across on-site, off-site and in-store touchpoints. Advertisers gain access to high-intent shoppers through coordinated buying and unified measurement. GoWit One enables attribution and bid optimization across channels while Publicis Media brings Core ID for privacy-safe targeting and cross-environment identity resolution. Brands can therefore reach audiences with relevant messaging and measure outcomes more reliably.
Strategic Impact on MENAT’s Retail Media Landscape
Combined, Publicis Media and GoWit signal a move toward a more structured, consolidated retail media ecosystem in MENAT. The model provides retailers with new monetization pathways and better yield management, while giving brands scalable campaign management and clearer ROI signals. As the region matures, this partnership could serve as a blueprint for aligning AI, identity and operations to convert fragmented retail media into a unified commerce channel.
For brands, retailers and agencies operating in MENAT, the collaboration promises faster campaign scale, lower operational friction and improved alignment between shopper intent and commercial outcomes.
