{"id":144781,"date":"2026-03-26T15:21:32","date_gmt":"2026-03-26T14:21:32","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=144781"},"modified":"2026-03-26T15:21:33","modified_gmt":"2026-03-26T14:21:33","slug":"colruyt-sassocie-a-une-plateforme-de-medias-dediee-au-commerce-de-detail-dans-laquelle-ahold-delhaize-detient-une-participation","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/colruyt-sassocie-a-une-plateforme-de-medias-dediee-au-commerce-de-detail-dans-laquelle-ahold-delhaize-detient-une-participation\/","title":{"rendered":"Colruyt s’associe \u00e0 une plateforme retail media dans laquelle Ahold Delhaize d\u00e9tient une participation"},"content":{"rendered":"\n

Colruyt Group<\/strong> Retail Media Services s’associe \u00e0 Adhese, la plateforme publicitaire gantoise sp\u00e9cialis\u00e9e dans le retail media. \u00c0 noter : son concurrent Ahold Delhaize<\/strong> d\u00e9tient une participation minoritaire dans cette entreprise technologique.<\/p>\n\n\n\n

D\u00e9veloppement et professionnalisation<\/h2>\n\n\n\n

Colruyt Group souhaite, gr\u00e2ce \u00e0 ce partenariat, d\u00e9velopper et professionnaliser ses activit\u00e9s de retail media, indique un communiqu\u00e9 de presse de la plateforme publicitaire Adhese. Le distributeur d\u00e9veloppe une offre de retail media omnicanale qui met les marques en contact avec les consommateurs via des points de contact en magasin, \u00e0 proximit\u00e9 du magasin, sur le site web et au-del\u00e0, gr\u00e2ce \u00e0 des donn\u00e9es de premi\u00e8re main et \u00e0 des rapports transparents. Adhese soutient cette ambition en fournissant l’infrastructure, l’int\u00e9gration et la formation n\u00e9cessaires, et aide les \u00e9quipes internes \u00e0 g\u00e9rer et \u00e0 mettre en \u0153uvre des campagnes de mani\u00e8re \u00e9volutive et contr\u00f4l\u00e9e.<\/p>\n\n\n\n

\u00ab Les d\u00e9taillants recherchent de plus en plus souvent des partenaires technologiques \u00e0 long terme qui leur offrent contr\u00f4le et flexibilit\u00e9 \u00e0 mesure que leur offre de retail media \u00e9volue \u00bb, explique Tim Sturtewagen, cofondateur d’Adhese.<\/p>\n\n\n\n

Pertinent et mesurable<\/h2>\n\n\n\n

\u00ab Nous d\u00e9veloppons Colruyt Group Retail Media Services comme une v\u00e9ritable agence de vente m\u00e9dia, avec l\u2019ambition de mettre en relation les annonceurs avec nos clients de mani\u00e8re pertinente, mesurable et respectueuse de la vie priv\u00e9e \u00bb, d\u00e9clare Mathias Beke, responsable du d\u00e9partement Media Services chez Colruyt Group. \u00ab La technologie d\u2019Adhese nous offre le contr\u00f4le op\u00e9rationnel, la transparence et l\u2019\u00e9volutivit\u00e9 dont nous avons besoin pour tenir cette promesse, afin que chaque campagne apporte une r\u00e9elle valeur ajout\u00e9e, tant pour les marques que pour nos clients. \u00bb<\/p>\n\n\n\n

Adhese travaille en \u00e9troite collaboration avec Ahold Delhaize depuis des ann\u00e9es : en 2022, ce d\u00e9taillant a m\u00eame pris une participation minoritaire dans l\u2019entreprise technologique<\/a>. Adhese souligne toutefois qu\u2019il s\u2019agit d\u2019une plateforme ind\u00e9pendante.<\/p>\n","protected":false},"excerpt":{"rendered":"

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