The partnership creates a joint framework to explore commercial opportunities by combining Yango Ads’ advanced advertising and AI-driven retail media technologies with Tradeling’s expansive digital commerce infrastructure, enterprise procurement platform, and regional distribution network.
Tradeling, the region’s leading digital commerce ecosystem, has signed a Memorandum of Understanding (MoU) with Yango Ads, the ad tech division of Yango Group, to fast-track the development of next-generation retail media and AdTech solutions for businesses and individual buyers across the Middle East.
The partnership creates a joint framework to explore commercial opportunities by combining Yango Ads’ advanced advertising and AI-driven retail media technologies with Tradeling’s expansive digital commerce infrastructure, enterprise procurement platform, and regional distribution network.
Established under Dubai’s ‘Dubai 10X’ program and owned by the Dubai Integrated Economic Zones Authority (DIEZA), Tradeling supports more than 50,000 buyers and offers access to over 8 million SKUs. Its marketplace serves SMEs, enterprise procurement teams, HoReCa, retailers, households, and e-commerce sellers across the region.
Under the MoU, Yango Ads will enable brands to reach high-intent, first-party retail media audiences within Tradeling’s purchasing environment, helping suppliers boost visibility and conversions across the buying journey. Tradeling, in turn, will benefit from Yango Ads’ AI-driven targeting, optimisation, and performance technologies, further enhancing growth opportunities for sellers and brands on the platform.
Evgenii Pavlov, General Manager for Yango Ads in MEA, said the collaboration brings together two of the region’s most progressive digital ecosystems, aiming to deliver smarter, highly targeted advertising solutions for suppliers, brands, and enterprise buyers.
Safvan Vali, Director of Marketing at Tradeling, noted that the partnership reinforces the company’s mission to simplify and digitally transform B2B trade. By integrating Yango Ads’ advanced advertising and AI tools, Tradeling aims to help sellers reach the right audiences, grow faster, and accelerate their digital presence.
The collaboration comes at a pivotal time, with MENA’s B2B trade market valued at $1 trillion and online B2B commerce expected to reach $40–50 billion within the next five years.
The MoU covers key areas of mutual interest, including retail media monetisation, supplier advertising and promotion solutions, AI-powered audience targeting, and expanded digital advertising opportunities across Tradeling’s marketplace and its independent retailer network. Both organisations will also explore joint go-to-market initiatives and non-binding commercial pilots.
The partnership positions Tradeling and Yango Ads to play a leading role in shaping the next wave of AI-powered retail media and transforming how businesses discover, purchase, and grow across the Middle East.
