VIA Netherlands

The primary trade association for the Dutch advertising, marketing and media industry and the official IAB Europe member for the Netherlands

VIA Netherlands, short for Verenigd In Advertising, is the central trade association for the Dutch advertising, marketing and media industry. It was formed on January 1, 2021, through the merger of IAB Nederland and the agency association VEA, bringing together the digital advertising and broader agency communities under one roof. With approximately 300 member organisations spanning advertisers, creative and media agencies, ad tech companies and publishers, VIA is the primary collective voice for the industry in the Netherlands. VIA operates through a series of specialised task forces and working groups — including Data & Tech, Programmatic, and Brand Safety — that develop industry standards, best practices, guidelines and research relevant to the Dutch market. The association also serves as the official IAB Europe member for the Netherlands, connecting Dutch industry stakeholders to pan-European initiatives on topics such as digital advertising standards, privacy regulation and measurement frameworks. As a membership organisation, VIA's value lies in convening the ecosystem, facilitating knowledge exchange, lobbying on regulatory matters (including GDPR and the Digital Markets Act), and producing market research such as the annual Dutch online advertising spend figures. It occupies a central position in the Dutch advertising landscape as the definitive industry body bridging advertisers, agencies and media owners.