AUCKLAND, Today: Adhese is stepping up its global retail media game with two major hires and the launch of Retail Media as a Service (RMaaS) — a fresh offer built to help retailers run serious media businesses, without doing it all alone.
Joining the team are retail media pros Bas Oudejans and Kees de Jong. Oudejans comes in as Commercial Director Europe, while de Jong takes on the new role of Chief Commercial Officer.
Together, they’ll lead the rollout of Adhese’s new RMaaS offering — a full-service solution designed to help retailers build credible, scalable and transparent retail media operations 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 both Kees and Bas to the team. They bring not only deep retail media expertise, but also a sharp understanding of what retailers truly need to succeed. With them on board, we’re ready to accelerate our mission to help retailers around the world take control of their media business.”
Oudejans brings more than 10 years of retail media know-how, with experience at Bol, Ahold Delhaize, CitrusAd and more. He’s worked with some of Europe’s biggest retail groups.
“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.” – Kees de Jong
“Retail media has matured significantly, but there’s still a lot of untapped potential,” says Oudejans. “Adhese offers a unique, omnichannel adtech platform that puts privacy, transparency and independence at its core.
“I’m excited to help retailers unlock the full value of their media assets in ways that drive real results for both brands and consumers.”
de Jong, meanwhile, has led retail media growth across Europe and APAC. With past roles at Xaxis, Sizmek, and his own consultancy Uncommon Media, he’s a well-known figure in the space.
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 is booming, with global spend expected to hit US$175 billion by 2028 — nearly a quarter of all digital ad spend. But many retailers still lack the in-house firepower to keep up.
That’s where Adhese comes in. Its cookieless, privacy-first platform helps retailers stay in control of their data, experience and revenue — while future-proofing their media business.
Already trusted by leading retail and media groups across Europe, Adhese is now expanding globally.
About Adhese
Adhese is the independent advertising platform that connects first-party data, inventory, and media in a privacy-first way. With a mission to return control to advertisers, publishers, and retailers, Adhese works with leading players across Europe to deliver transparent, scalable, and future-proof advertising solutions.
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