Exploring dentsu Quality View: our exclusive in-house gem. Check out the Q&A with our Paid Media Director Nils Kroon.

At dentsu, innovation is at the heart of everything we do. Our commitment to staying ahead of the curve in the dynamic world of advertising has led us to develop a truly unique and powerful tool – dentsu Quality View. Meet Nils Kroon , our Paid Media Director and product owner of dentsu Quality View. Nils is here to shed light on his role, the innovative aspects of dentsu Quality View, and how it's changing the game in the industry.

Can you tell us about your role at dentsu Benelux and what do you like the most about your job?

Sure! I’m the Paid Media Director and product owner of dentsu Quality View. What I like about my job is the opportunity to collaborate with a diverse group of professionals, each with their own unique specialisations. I work closely with Data Engineers, Software Developers, Paid Media Specialists, and Marketing Intelligence Specialists. Our collective focus is on continuously enhancing the products and services we offer. The strong emphasis on innovation is what I enjoy the most about my role.

Can you introduce everyone to dentsu Quality View and how it differentiates dentsu from other companies in the industry?

Dentsu Quality View is a cutting-edge tool that we've developed here at dentsu Benelux to revolutionize content advertising for our clients. Our tool is designed to identify the most relevant content for advertising, resulting in increased engagement with the ads we serve. This directly translates into stronger media results for our clients.

What makes dentsu Quality View stand out is that dentsu is the only media agency with an in-house solution like this. Our tool leverages a unique combination of data sources, setting it apart from competitors in the industry.

Can you share a recent project where dentsu Quality View played a crucial role in achieving exceptional results, and what key takeaways did we learn from it?

I'm particularly proud of a recent project where we integrated our consumer study CCS with dentsu Quality View. This groundbreaking approach opened the doors to the cookieless activation of our strategic target audiences. In collaboration with one of dentsu Quality View's clients, we compared this approach to traditional cookie-based advertising. The results were remarkable, with a substantial increase in campaign performance when planned through CCS & DQV. The key takeaway from this project is the affirmation that cookieless contextual targeting can significantly outperform cookie-based audience targeting.

Looking ahead, what are the future goals and plans for our dentsu Quality View? How do you see it evolving in the coming years to meet the changing needs of the industry?

We have big plans for dentsu Quality View in the future! The tool was originally designed for YouTube advertising, and our success has driven us to expand beyond YouTube. We've already initiated the integration of social platforms like Meta into the tool. In the long run, we aim to incorporate more types of advertising and advertising platforms to further elevate our capabilities. Stay tuned for exciting developments!

Dentsu Quality View is a tool developed by dentsu Benelux to navigate and target the right content in the best context for your brand! Interested in running a test with dentsu Quality View? Please contact Nils Kroon at [email protected].

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