The global AdTech leader’s new command center promises to eliminate operational bottlenecks for agencies running multi market, multi retailer campaigns, leveraging a deep infrastructure across the EMEA region.
The Operational Crisis in Retail Media
Despite the explosive growth of the retail media sector, a pervasive and costly problem of fragmentation has severely hampered scalability and efficiency for media buyers. The Interactive Advertising Bureau, IAB, estimates that 70 percent of the market still lacks comprehensive, end to end AI adoption, forcing agencies to manually juggle disconnected networks, conflicting compliance rules, and disparate dashboards. This reliance on manual AdOps workflows introduces significant room for error and bottlenecking, preventing agencies from scaling campaign efforts commensurate with market opportunity.
GoWit, a leading AdTech provider with a significant presence across the EMEA region, has launched an infrastructure solution to directly address this critical impediment. GoWit One, described as a unified AI operating system, is designed to serve as a single ad platform command center for agencies operating across a complexity of retailers, channels, and international markets. The platform’s value proposition rests on its ability to integrate automation, multi retailer unification, and real time intelligence into one dashboard, effectively reducing manual AdOps workflows by a claimed 98 percent and cutting campaign setup time from hours to as little as ten minutes.
AI as the Core Engine of Efficiency
The operational efficiency of GoWit One is driven by a series of AI powered capabilities designed to standardize and simplify the execution of commerce media campaigns. By serving as the central hub, the platform connects GoWit’s established infrastructure, which already links over 7,000 brands with leading retailers across more than 20 EMEA markets. This existing network provides a solid foundation for the new operating system’s efficacy.
The core capabilities of GoWit One are defined by three distinct pillars of operational improvement. First, Rapid Execution is achieved through automated workflows that replace the extensive manual data entry currently required for campaign trafficking and configuration. Second, Unified Intelligence provides a single view of performance, aggregating data across on site, off site, and in store formats. This comprehensive reporting allows agencies to move beyond siloed metrics and make strategic decisions based on a consistent, holistic data set. Third, AI Guided Compliance offers real time checks on ad formats, specifications, and pricing rules, which prevents common launch delays caused by non compliance with retailer requirements. Emrah Adsan, CEO of GoWit, stated that putting AI at the core of AdOps enables agencies to reclaim time, eliminate inefficiency, and scale smarter than ever before.
WPP Validation and Global Scale
A key development validating the platform’s utility and readiness for enterprise deployment is the selection of WPP Media Turkey as its exclusive pilot agency partner. WPP, recognized globally as the world’s largest creative transformation company and a leader in media investment, defines the standards for media excellence. Its participation in the pilot signals a strong industry endorsement of GoWit One’s potential to revolutionize agency workflow.
Evren Gülyaşar, Managing Director for Commerce at WPP Media Turkey, confirmed that the platform sets a new benchmark for agency operations in commerce and retail media. The ability to manage complex, multi retailer and multi market campaigns end to end within a single AI driven ecosystem is expected to remove operational bottlenecks and provide the speed and precision necessary to maintain a leadership position in the commerce space. For WPP, this technological adoption is the transformative infrastructure required to scale smarter and deliver stronger business outcomes for its clients.
By providing a connected AI layer to plan, activate, and optimize campaigns across all retailers and markets in its extensive EMEA network, GoWit One positions itself as a critical enabler of the next phase of retail media growth. The platform aims to solve the industry’s systemic fragmentation, allowing agencies to shift talent from repetitive manual tasks to high value strategy and optimization.
