DUBAI: GoWit, a global leader in omnichannel Retail Media, announced on Tuesday the launch of GoWit Commerce Media, a unified advertising platform designed to connect retailers, brands, and agencies across Europe, the Middle East and Africa (EMEA).
The new platform aims to replace fragmented retail media solutions by consolidating demand and technology into a single hub. GoWit said it now unites over 7,000 brands and agencies with leading retailers in more than 20 markets, creating what it claims is the largest advertising network of its kind in the EMEA region.
The launch comes as the commerce media sector is projected to grow to $220 billion by 2027, according to industry estimates. Despite this boom, adoption has been hampered by fragmentation and a lack of standardization.
“Advertisers cite network fragmentation (51%) and lack of standardization (53%) as their biggest hurdles, while retailers point to operational setup (54%) and costs (40%),” the company said, citing data from IAB Europe.
GoWit’s platform seeks to solve these challenges by providing a unified system that simplifies operations and aims to drive measurable performance for all parties.
Partnerships are central to the platform’s strategy. GoWit has established collaborations with retailers including Heureka Group, CarrefourSA, and Kingfisher, providing scale across Europe and MENA. It also partners with technology firms like The Trade Desk and local sales houses to add programmatic capabilities and regional expertise.
“In Switzerland, it’s truly reassuring to know we can count on such a competent and helpful partnership for our Swiss Retail Media journey,” said Marc Meghji, Business Development Manager at Goldbach Group AG, a GoWit partner.
The AI-driven platform allows retailers to integrate quickly and activate omnichannel ad formats, while giving brands and agencies self-service tools to run multi-retailer campaigns.
“The future of advertising belongs to those who connect commerce with data and context,” said Emrah Adsan, Chief Executive of GoWit. “By creating the largest ecosystem in EMEA, we help every player transform data into scalable media opportunities.”