Riyadh, Saudi Arabia – June 2, 2025: In a move that signals the growing convergence of technology and commerce in the Gulf, Istanbul-based GoWit and Riyadh's Spike Media have announced a joint venture aimed at reshaping the retail advertising sector in Saudi Arabia. The new entity, GoSpike Retail Media, combines GoWit’s global expertise in adtech with Spike Media’s dominant presence in the Kingdom’s in-app media space.

GoWit, known for its all-in-one self-serve ad platform, brings global experience in commerce-focused advertising. Spike Media, which operates what it describes as the largest in-app media network in Saudi Arabia and the GCC, offers a strong footprint across the regional digital landscape. Together, the two aim to reshape how brands interact with consumers in a rapidly evolving retail environment.

“Our partnership with Spike Media reflects a shared belief in the transformative power of omnichannel advertising,” said Emrah Adsan, CEO of GoWit, in an official press release.

The new venture aims to offer retailers and brands the tools to deliver targeted, data-informed campaigns across various touchpoints, from apps and e-commerce sites to physical stores. GoWit’s platform uses first-party data and real-time insights to help businesses increase visibility and tap into new revenue streams, both online and offline.

By combining this technology with Spike Media’s local knowledge and scale, GoSpike Retail Media is positioning itself as a key player in the Kingdom’s fast-growing adtech sector.

“Saudi Arabia is rapidly becoming one of the most exciting digital retail markets in the world,” Adsan continued. “As retailers look for new ways to monetise their ecosystems and advertisers seek more accountable, data-driven performance, retail media sits at the intersection of both.”

Spike Media’s SpikeCom platform has already simplified in-app advertising for many brands, acting as a bridge between publishers and advertisers. The company’s CEO, Osama Bukhari, sees the partnership with GoWit as a natural next step.

“We’ve always been committed to simplifying in-app advertising and creating real value for our partners,” Bukhari said. “This partnership with GoWit allows us to expand that value into the world of Retail Media, bringing together our in-app reach and local power in the Kingdom.”

Retail media is gaining momentum globally as retailers look to diversify income and advertisers demand more measurable outcomes. According to GoWit, profit margins in this space can exceed 70 percent, a significant draw for businesses seeking new growth avenues.

The Middle East and North Africa region is emerging as a focal point for this shift. Research from GroupM estimates the MENA retail media market will surpass $1 billion by 2027. Meanwhile, McKinsey reports that 73 percent of global advertisers are planning to increase investment in retail media this year, a trend now taking hold in the Gulf.

GoSpike Retail Media is being launched with this demand in mind. Its creators say the platform is built to meet the region’s appetite for accountable, performance-led advertising.

“We’re excited to give retailers and advertisers the tools to build smarter and impactful advertising campaigns, monetise more touchpoints, and ultimately grow faster in a rapidly evolving market,” said Adsan.

The venture also underscores Saudi Arabia’s growing role as a digital innovator within the Gulf. With increasing mobile penetration, e-commerce adoption, and tech investment, the country is becoming a proving ground for new media strategies.

For brands, the draw lies in precision. With GoSpike, they’ll be able to engage consumers at every point in the buying journey, including awareness, consideration, and conversion, across channels and with a level of performance the partners believe has yet to be fully realised in the region.