Yango Ads and Tradeling will co-develop AI-driven retail media and AdTech solutions for business and individual buyers across the Middle East.
Tradeling, the region’s digital commerce ecosystem, has signed a Memorandum of Understanding with Yango Ads, the advertising technology arm of Yango Group, to accelerate the development of next-generation retail media and AdTech solutions for businesses and individual buyers across the Middle East. The agreement establishes a joint framework for exploring commercial opportunities by merging Yango Ads’ advanced advertising tools and AI-powered retail media capabilities with Tradeling’s expansive commerce platform, enterprise procurement system, and regional distribution network.
Tradeling, created under Dubai’s “Dubai 10X” programme and operating under the Dubai Integrated Economic Zones Authority (DIEZA), serves more than 50,000 buyers and hosts over 8m SKUs. Its marketplace facilitates seamless sourcing for SMEs, corporate procurement teams, households, HoReCa businesses, retailers and e-commerce sellers across the region.
Under the partnership, Yango Ads will enable brands to tap into high-intent, first-party retail media audiences within Tradeling’s purchase environment, helping suppliers improve visibility and boost conversions throughout the buying process. Tradeling, in turn, will gain access to Yango Ads’ AI-driven targeting, optimisation and performance solutions, empowering suppliers and brands to enhance reach, growth, and efficiency across the platform.
Evgenii Pavlov, General Manager for Yango Ads in MEA, said: “This collaboration brings together two of the region’s most forward-thinking digital ecosystems. Tradeling has built one of MENA’s most sophisticated digital commerce infrastructures, and by combining it with our retail media and AdTech capabilities, we aim to deliver smarter, highly targeted advertising solutions for suppliers, brands, and enterprise buyers.”
Safvan Vali, Director of Marketing at Tradeling, added: “Our mission has always been to simplify and digitally transform B2B trade across the region. By partnering with Yango Ads, we strengthen that mission with advanced advertising, AI, and performance tools that help our sellers grow faster, reach the right audiences, and accelerate their digital growth. This collaboration reflects our shared commitment to driving innovation and enabling business success at scale.”
The collaboration arrives at a pivotal moment for the region’s B2B sector, with MENA’s trade market valued at $1tn and online B2B commerce projected to reach $40–50bn within the next five years.
The MoU encompasses multiple areas of cooperation, including retail media monetisation, supplier advertising solutions, AI-based audience targeting and new digital advertising opportunities across Tradeling’s marketplace and its network of independent retailers. The two companies will also explore joint go-to-market initiatives and potential commercial pilots.
The partnership positions both organisations to play a central role in shaping the next era of AI-powered retail media, transforming how businesses discover products, make purchasing decisions, and scale across the Middle East.
