In a significant development for the Middle Eastern digital commerce sector, Tradeling, the region’s premier digital commerce ecosystem operating under Dubai’s visionary ‘Dubai 10X’ programme, has entered into a strategic partnership with Yango Ads, the advertising technology division of Yango Group. The memorandum of understanding establishes a collaborative framework to pioneer next-generation retail media and advertising technology solutions across the Middle East.
The collaboration merges Yango Ads’ sophisticated artificial intelligence-driven advertising capabilities with Tradeling’s extensive digital commerce infrastructure, which currently serves over 50,000 buyers with access to more than 8 million stock keeping units. Owned by the Dubai Integrated Economic Zones Authority (DIEZA), Tradeling’s platform facilitates seamless sourcing for small and medium enterprises, corporate procurement teams, hospitality sectors, retailers, and e-commerce merchants throughout the region.
This alliance enables Yango Ads to provide brands with access to high-intent, first-party retail media audiences within Tradeling’s purchasing environment, thereby enhancing supplier visibility and conversion rates throughout the customer journey. Concurrently, Tradeling will leverage Yango Ads’ AI-powered targeting, optimization, and performance technologies to empower platform suppliers and brands with improved visibility and accelerated growth.
Evgenii Pavlov, General Manager for Yango Ads in Middle East and Africa, emphasized the transformative potential of this partnership: ‘This collaboration brings together two of the region’s most forward-thinking digital ecosystems. By combining Tradeling’s sophisticated digital commerce infrastructure with our retail media and AdTech capabilities, we aim to deliver smarter, highly targeted advertising solutions for suppliers, brands, and enterprise buyers.’
Safvan Vali, Marketing Director at Tradeling, reinforced this sentiment: ‘Our mission has always been to simplify and digitally transform B2B trade across the region. This partnership strengthens that mission with advanced advertising, AI, and performance tools that help our sellers grow faster, reach the right audiences, and accelerate their digital transformation.’
The timing of this collaboration is particularly strategic, given the Middle East and North Africa’s B2B trade market valuation of approximately $1 trillion, with online B2B commerce projected to reach $40-50 billion within the next five years. The partnership will explore multiple areas of mutual interest, including retail media monetization, supplier advertising solutions, AI-driven audience targeting, and the development of digital advertising opportunities across Tradeling’s marketplace and independent retailer network.
Both organizations will additionally investigate joint go-to-market initiatives and non-binding commercial pilots under the memorandum’s framework. This alliance positions both entities to shape the forthcoming wave of AI-powered retail media and fundamentally transform how businesses discover, purchase, and expand their operations throughout the Middle Eastern market.