Next Women List

Janneke Niessen & Joelle Frijters

Nationality: Dutch
Location: Amsterdam, The Netherlands

Company details

Co-Founder & CEO Improve Digital (Joelle Frijters)
Co-Founder & CIO Improve Digital (Janneke Niessen)

Janneke Niessen and Joelle Frijters started Improve Digital in 2008 in a home office in Amsterdam. Today they employ over 60 people of over 14 different nationalities, a company where diversity is not just a ‘value’, but a true reality. 

Improve Digital provides real time advertising technology to owners of premium digital media who want to build their own Private Ad Ecosystem. Improve Digital enables them to build, grow, manage, control, and optimise their own environment driving revenues from direct campaigns, RTB, ad networks, exchanges, trading desks and any other 3rd party media buyer.

2012 has been a great year for Janneke and Joelle. Their company was named as a European Red Herring Top 100 winner; selected as a Global Red Herring Top 100 company; and participated in the French & Benelux Tech Tour 2012. Both co-founders individual Best in Biz 2012 awards.

In 2011, Improve Digital was named as a Deloitte Fast50 winner.

Plus, as we announced recently, Improve Digital has been acquired by Swiss-based PubliGroupe, a provider of marketing and media sales services. PubliGroupe acquires 85% of the Improve Digital shares.

Joelle is CEO and co-founder of Improve Digital. She started the company having been a director at Microsoft Media Networks (NNM) EMEA, where she launched and oversaw Microsoft’s private ad network and solved the issue of the company’s unsold inventory. Prior to Microsoft, with support from Nickelodeon and Isobar, Joelle initiated one of the first social media start-ups, which was later sold to media giant, Sanoma. She worked at the head office of KLM Airlines, where she gained her first experience in yield management.

Janneke is Chief Innovation Officer and co-founder of Improve Digital. She is the driving force behind the company’s 360 Platform and chairman of the IAB’s Taskforce Automated Trading. She started her career 14 years ago as online media director at the first Dutch online media agency. Janneke went on to co-found DQ&A – an ad operations company with worldwide offices. She is also author of, and contributor to books about online media and has lectured on the subject at Amsterdam and Leuven universities.