Albert Heijn retail media: AH Retail Media Services explained

AH RMS measures itself in three independent currencies. It was the first network certified under IAB Europe's retail media standards, after an audit by ABC on 24 September 2025 (PPC Land, 27 September 2025). Its online reach appears in NMO online, the Dutch audience standard, and its store screens have been in BRO Next since early 2023 (AH RMS, 19 May 2025). A media planner can therefore compare Albert Heijn with publishers and outdoor owners on shared numbers. The rules behind the certification are covered in retail media measurement standards explained.

It also sells beyond its own suppliers. In September 2026 AH RMS gave Hypr Media exclusive rights to sell the screens of Albert Heijn, Etos and Gall & Gall to non-endemic brands. These are brands not sold on its shelves, such as carmakers, telecoms firms, banks and travel companies (Adformatie, 16 September 2026). Bas Komen of AH RMS said that share is growing and shows effects on both brand measures and sales. A car dealer near a store is the kind of local advertiser the deal targets.

The technology is a group asset. Ahold Delhaize says Gambit, its proprietary European ad platform, was tested at its European brands and now powers Edge in the US (Ahold Delhaize, Annual Report 2025). AH RMS's self-service login runs on a Gambit domain. The Ahold Delhaize US profile covers Edge.

Onsite. Sponsored products, display banners targeted by position or audience, and search banners next to search results run on AH.nl and in the app (AH RMS, accessed 9 November 2026). Video banners appeared on the app's homepage and Bonus page from 4 August 2025 (AH RMS, 24 July 2025).

In-store. Digital screens, wobblers, floor stickers and door stickers reach shoppers at the shelf. Ad tech vendor Adhese says Albert Heijn has scaled to nearly 9,000 screens across 900 stores, adding more than 7,000 in 2025 (vendor claim, Adhese). Cooking demos, sampling and the Albert Heijn XL Kookstudio add live formats. The in-store retail media guide explains how screen campaigns are counted.

Direct and other banners. Extra Deal mailings and online sampling reach chosen shopper groups. AH RMS also publishes ad specifications for Etos and Gall & Gall, Ahold Delhaize's drugstore and liquor chains.

Offsite. Ahold Delhaize's AD Retail Media (EU) unit is building offsite media for its European brands, including Albert Heijn (Ahold Delhaize, Annual Report 2025). AH RMS's own offsite products are not described on its site.

Targeting rests on Bonuskaart, Albert Heijn's loyalty card, which AH RMS says covers more than 80% of shopping (company claim, AH RMS). AH RMS says it knows what customers buy and what they stop buying, so it can target narrowly (AH RMS, Over ons). Brands can also use SIS (ShopperInSide), AH RMS's own data platform, for category, brand and product insights, which added AI-generated insights in 2025.

AH RMS describes its data as anonymous. Brands receive insights and reports, not shopper records.

AH RMS says advertisers can measure closed-loop results across online and offline behaviour (AH RMS, Over ons). It runs ROPO (research online, purchase offline), ROAS and cross-media studies. Display and video results appear in an "AH Performance dashboard". In 2025 the self-serve platform added video campaigns, easier A/B testing and better reports (AH RMS, 18 December 2025).

AH RMS also publishes effectiveness research. A study with MeMo², a Kantar company, found an average uplift of 37% on brand measures and 49% on sales (company claim, AH RMS, 2 December 2024). Ask whether uplift was measured against a control group, the basis of incrementality.

1. Start in the Zelf Service Platform for Sponsored Products and display on AH.nl and the app; budgets can be small.
2. Use the AH RMS team for screens, in-store print, demos, sampling and mailings.
3. Request SIS access to size your category and audience before planning.
4. Non-food brands: contact Hypr Media for Albert Heijn, Etos and Gall & Gall screens.
5. Agree measurement: certified onsite metrics, NMO reach, and a ROPO or cross-media study for larger campaigns.

It suits:

• FMCG brands with wide Albert Heijn distribution in the Netherlands;
• advertisers who need audited, comparable metrics;
• local and non-endemic brands wanting store screens near shoppers.

It suits less:

• brands outside the Netherlands and Belgium;
• buyers who want offsite reach today, which is still being built at group level;
• advertisers needing raw data in their own systems.

• The launch year of AH RMS and the date of the rename from Albert Heijn Media Services.
• Advertising revenue and minimum spend.
• Screen count: Adhese's figure is undated and a vendor claim; AH RMS does not publish one.
• Whether Belgian Albert Heijn stores carry the same media.
• The effect of the October 2026 cybersecurity incident on online inventory.

1. PPC Land, "Albert Heijn earns first retail media certification under new IAB Europe programme" (27 September 2025). https://ppc.land/albert-heijn-earns-first-retail-media-certification-under-new-iab-europe-programme/
2. AH Retail Media Services, home page (accessed 9 November 2026). https://www.ahretailmediaservices.nl/
3. AH Retail Media Services, "Omnichannel media aanbod" (accessed 9 November 2026). https://www.ahretailmediaservices.nl/omnichannel-media-aanbod/
4. AH Retail Media Services, "Zelf Service platform Albert Heijn" (accessed 9 November 2026). https://www.ahretailmediaservices.nl/zelf-service-platform-albert-heijn/
5. AH Retail Media Services, "Over ons" (accessed 9 November 2026). https://www.ahretailmediaservices.nl/over-ons/
6. AH Retail Media Services, "Online bereik van Retail Media bij Albert Heijn zichtbaar door toetreding tot NMO online" (19 May 2025). https://www.ahretailmediaservices.nl/nieuws-insights/online-bereik-van-retail-media-bij-albert-heijn-zichtbaar-door-toetreding-tot-nmo-online/
7. AH Retail Media Services, "Albert Heijn introduceert Video banners in de AH App" (24 July 2025). https://www.ahretailmediaservices.nl/nieuws-insights/albert-heijn-introduceert-video-banners-in-de-ah-app/
8. AH Retail Media Services, "5 highlights van 2025 voor AH Retail Media Services" (18 December 2025). https://www.ahretailmediaservices.nl/nieuws-insights/5-highlights-van-2025-voor-ah-retail-media-services/
9. AH Retail Media Services, "Het positieve effect van retail media: sterke resultaten en full funnel impact" (2 December 2024). https://www.ahretailmediaservices.nl/nieuws-insights/het-positieve-effect-van-retail-media-sterke-resultaten-en-full-funnel-impact/
10. Adformatie, "Albert Heijn schakelt Hypr in voor exploitatie schermen voor non-endemic merken" (16 September 2026). https://www.adformatie.nl/media/media/albert-heijn-schakelt-hypr-in-voor-exploitatie-schermen