Adhese Creates Retail Media as a Service Offering and Strengthens Commercial Firepower with Two Senior Hires

Jun. 28, 2025

Independent adtech platform Adhese has supercharged its retail media ambitions with two heavyweight appointments 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 are two of the industry’s most respected retail media experts: Bas Oudejans, who joins as Commercial Director Europe, who will lead business development and client success and Kees de Jong, who takes on the newly created role of Chief Commercial Officer overseeing growth, partnerships and customer success.

The pair 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 said:

"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 a decade of hands-on retail media expertise, with senior leadership roles at Bol, Ahold Delhaize, Triad Retail Media and CitrusAd. Based in Europe, he has worked closely with some of the region’s largest retail groups and understands the unique operational and commercial demands of modern retail media.

Oudejans said:

“Retail media has matured significantly, but there’s still a lot of untapped potential. 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 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 said: 

“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.