As of 1 December 2025, DPG Media has transferred the advertising sales of Qmusic and Joe in the Netherlands to Ad Alliance. This makes Ad Alliance the sales house responsible for all audio and video sales activities within DPG Media in the Netherlands — for TV and streaming and, with the addition of Qmusic and Joe, also for radio. The combined radio and TV sales operations are led by Ton Rozestraten.
The integration is part of the new strategy and top-level structure that DPG Media is implementing following the acquisition of RTL Nederland. Within this structure, the advertising organisation in the Netherlands operates with separate but collaborating sales houses. Ad Alliance is responsible for audio and video; publishing advertising (print & digital) is managed by Barbara Hazenberg.
Qmusic and Joe fall under the Audio & Video business unit, led by Sven Sauvé. Within this unit, Dirk Lodewyckx is responsible for the radio organisation in the Netherlands and Belgium. Supporting departments from DPG Media and Ad Alliance — such as Partnerships, Intelligence & Insights, Operations and B2B Communications — will be merged. It is important to note that the plans, and the teams involved, will be further developed in the coming period, during which the required employee participation procedures will be carefully followed.
