Adhese creates Retail Media as a Service offering and strengthens commercial firepower

Adhese creates Retail Media as a Service offering and strengthens commercial firepower

Gent, 26 June, 2025 – Adtech platform Adhese has supercharged its retail media ambitions with another heavyweight appointment and the global launch of Retail Media as a Service (RMAAS) – a bold new offer designed to help retailers build scalable, transparent media businesses without the burden of doing it all in-house.

Joining Adhese is the industry’s most respected retail media expert: Kees de Jong, who takes on the newly created role of Chief Commercial Officer overseeing growth, partnerships and customer success.

Together with Bas Oudejans, who recentely joined, Kees will spearhead the rollout of Adhese’s new RMaaS offering, an end-to-end service created to help retailers build a fully operational, transparent and credible retail media business with confidence.

Adhese CEO Sven Marievoet says: “The launch of Adhese’s RMaaS offering represents a huge evolution not just for our business, but for the industry as a whole. We’ve always built our technology with the needs of retailers at the forefront, so it’s a logical next step to help them get their media arms up and running effectively and efficiently.

“We’re energised to welcome Kees to the team. He brings not only deep retail media expertise, but also a sharp understanding of what retailers truly need to succeed. Together with Bas Oudejans (Commercial Director), Philippe Degueldre (Head of Business Development), Yvonne Tindemans (Head of Marketing), Karin Woudstra (Head of Customer Success) and Wided Bouchrika (Marketing specialist) our commercial team is now stronger than ever. Adhese is ready to accelerate the mission to help retailers around the world take control of their media business.”

De Jong has had a long career in adtech with senior roles at WPP’s Xaxis and leading Sizmek across EMEA, and has been at the forefront of the retail media evolution across APAC and Europe. An IAB Retail Media Council member and founder of consultancy Uncommon Media, he is widely recognised for helping retailers, publishers and brands design and implement scalable commerce media strategies.
De Jong says: “I’m incredibly motivated by Adhese’s vision in launching this new RMaaS platform. While most adtech providers are selling platforms, we’re building businesses. Retailers are crying out for better tools, more strategic guidance, operational support and a tech stack they can truly own. That’s what we’re providing them.”

Retail media continues to surge globally, with global spend projected to reach US$175 billion by 2028, and industry analysts forecasting it could account for nearly a quarter of all digital ad spend within the next few years. Yet many retailers – especially outside North America – lack the in-house resources to build and scale profitable media businesses.

Adhese is already trusted by a growing number of leading retail and media businesses across Europe, with expansion plans now underway across the rest of the world. The company’s cookieless, privacy-first platform is designed to help retailers and publishers maintain full control over their data, media and customer experience – while generating new, sustainable revenue streams.

To find out more, visit: www.adhese.eu