Dutch industry charts a course for retail media

bvA, together with VIA Nederland representing agencies and the Raad Nederlandse Detailhandel (RND) representing retailers, published the first edition of "Retail Media in Kaart" ("Retail Media Mapped"), a guide to the rapidly growing retail media landscape in the Netherlands.

Presented at the Retail Media Day event in Utrecht in May, this first edition focuses on Sponsored Product Ads – currently the most widely used online retail media format. It sets out how definitions, metrics and measurement methods differ across retailers in the Dutch market, with the aim of making retail media performance more comparable and verifiable.

Alongside the mapping, the three organisations reached initial agreements on measurement, including a seven-day post-click lookback window for supermarkets, an optional one-day post-view window, and greater consistency in how sales, clicks and conversions are defined.

The guide is part of bvA's ongoing work to drive transparency, effectiveness and standardisation in retail media. The association's Guiding Principles were awarded a WFA President's Award at the 2026 Global Marketer Week in Stockholm.

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