Tradeling and Yango Ads Sign MoU to Advance Digital Advertising and Retail Media Innovation in the UAE

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 accelerate the development of next-generation retail media and AdTech solutions across the Middle East.

The partnership establishes a joint framework to explore commercial opportunities by integrating Yango Ads’ advanced advertising technologies and AI-driven retail media capabilities with Tradeling’s extensive digital commerce marketplace, enterprise procurement platform, and regional distribution network.

Tradeling—established under Dubai’s ‘Dubai 10X’ program and owned by the Dubai Integrated Economic Zones Authority (DIEZA)—currently serves over 50,000 buyers and offers access to more than 8 million SKUs across sectors including SMEs, enterprise procurement, HoReCa, retailers, households, and e-commerce sellers.

Through this collaboration, Yango Ads will enable brands to activate high-intent, first-party retail media audiences directly within Tradeling’s purchasing environment, allowing suppliers to maximise visibility and conversions throughout the buying journey. In parallel, Tradeling will gain access to Yango Ads’ AI-powered targeting, optimisation, and performance tools, giving brands and sellers on the platform new opportunities for growth and increased commercial impact.

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. Partnering with Yango Ads strengthens that mission through advanced advertising, AI, and performance tools that help our sellers grow faster and reach the right audiences. This collaboration reflects our shared commitment to driving innovation and enabling business success at scale.”

The agreement comes at a pivotal time, as the MENA B2B trade market is valued at USD 1 trillion, with online B2B commerce projected to reach USD 40–50 billion in the next five years.

The MoU covers several key areas, including retail media monetisation, supplier advertising and promotion solutions, AI-driven audience targeting, and advanced digital advertising opportunities across Tradeling’s marketplace and network of independent retailers. Both organisations will also explore joint go-to-market initiatives and non-binding commercial pilots.

The partnership positions both entities to drive the next wave of AI-powered retail media innovation and transform how businesses discover, purchase, and grow across the Middle East.