What Data Driven Marketing Association does

DDMA (Data Driven Marketing Association), founded in 2009 and headquartered in Amsterdam, is the Dutch trade association (branchevereniging) for data-driven marketing. It represents 360+ member organizations spanning brands, agencies, technology vendors and publishers, and is led by director Judith Oude Sogtoen with a staff of 11-50 employees. The association functions as the convening body for the Dutch data-driven marketing industry, administering self-regulatory codes and producing recurring industry research.

DDMA generates revenue primarily through annual membership dues, paid events and sponsorships, certification programs, and research partnerships. Members access a service portfolio that includes a curated Kennisbank knowledge base, a legal helpdesk, twelve specialized commissions (covering AI, Voice, the Marketing Team of the Future, and other topics), recurring research outputs (DDMA Barometer, Social Advertising Benchmark, Fieldmarketing Monitor, DDMO), and the Privacy Waarborg certification framework. Flagship events include DDMA NEXT (rebranded as 'New Marketing Reality' for 2026), Friends of Search (700+ attendees, co-hosted with VIA Nederland), Experimentation Heroes, and EMAS, alongside the annual Customer Data Awards.

Beyond membership services, DDMA operates quasi-regulatory infrastructure including the revised Reclamecode (updated 2026) and the Influencerregels.com platform, in collaboration with Stichting Reclame Code, the Dutch Authority for Consumers and Markets (ACM), and partners such as VIA Nederland, Global DMA, bvA and Meta. The association is increasingly positioning AI as a central agenda item — reflecting member data showing roughly 70% already use AI for marketing and 72% expect to expand usage — through dedicated commissions, research outputs and event programming.

Name

Data Driven Marketing Association

Legal name

DDMA (Data-Driven Marketing Association)

Website

https://ddma.nl

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

DDMA is a Dutch trade association founded in 2009, serving 360+ member organizations in data-driven marketing through membership services, events, recurring research, self-regulatory codes, and the Privacy Waarborg certification framework.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Membership fees: DDMA operates primarily as a membership-based organization. Organizations pay membership fees to join the network of brands, non-profits, publishers, agencies and tech suppliers that successfully and responsibly use data for marketing purposes.
2. Event tickets and sponsorships: DDMA organizes major annual events including DDMA NEXT | The New Marketing Reality, Friends of Search, Experimentation Heroes, EMAS (Email Marketing Automation Summit), and various other conferences and awards ceremonies.
3. Research publications and benchmarks: DDMA publishes annual research including DDMO (Data-Driven Marketing Outlook), DDMA Barometer, Social Advertising Benchmark, Fieldmarketing Monitor, and various whitepapers available to members.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

DDMA is a Dutch trade association (branchevereniging) that provides membership-based knowledge, events, legal helpdesk, expert commissions, industry research, and awards to organizations involved in data-driven marketing. Its core revenue-generating services are organizational membership subscriptions, paid annual conferences and awards, and proprietary compliance and certification programs such as Privacy Waarborg and Influencerregels.com.

Product overview

DDMA (Data-Driven Marketing Association) is the largest industry association for data-driven marketing, privacy and sales in the Netherlands, serving as a membership-based organization rather than a software product company. The association's portfolio consists of knowledge services (Kennisbank with publications and research), professional events (DDMA NEXT, Experimentation Heroes, EMAS, Friends of Search conferences), legal advisory services (Legal Helpdesk and documentation), specialized commissions covering 12 marketing domains, and industry awards (Customer Data Awards, Experimentation Heroes, EMAS Awards, Friends of Search Awards). DDMA also operates Influencerregels.com, a regulatory guidance platform for influencer marketing compliance. The organization produces annual research publications including the DDMA Barometer, Social Advertising Benchmark, and Fieldmarketing Monitor, while also offering the Privacy Waarborg certification program for members.

Differentiator

Problem solved

Functional benefit

Brands

• Influencerregels.com: A certification and guidance platform for influencers and advertisers to understand and comply with advertising rules on social media, launched as a joint initiative of DDMA, bvA network of brand leaders, and Stichting Reclame Code (SRC).
• DDMA NEXT | The New Marketing Reality
• Friends of Search
• DDMA Experimentation Heroes
• DDMA Email Marketing Automation Summit (EMAS)

Products and services

• DDMA Organizational Membership Annual organizational membership for brands, non-profits, publishers, agencies, and tech suppliers, providing access to knowledge resources, legal helpdesk, expert commissions, events, and networking. Currently 360+ member organizations.
• DDMA Events and Conferences Annual conferences and award ceremonies including DDMA NEXT | The New Marketing Reality, Friends of Search, Experimentation Heroes, and the Email Marketing Automation Summit (EMAS), with sponsorship and ticketing revenue.
• Legal Helpdesk Legal counsel services provided by DDMA's in-house legal team to answer member questions on marketing law, privacy regulations, and compliance.
• Expert Commissions (Commissies) Twelve specialized commissions covering AI, Creative, Data Decisions & Engagement, Digital Analytics, Email, Experimentation & Optimisation, Fieldmarketing, Fondsenwerving, Influencer Marketing, Marketingteam van de Toekomst, Search, Social Media, Telemarketing, and Voice; open to member participation.
• Privacy Waarborg Certification A privacy certification program and verified quality mark for members demonstrating compliance with data protection standards.
• Influencerregels.com Platform Online certification and compliance platform bundling rules from Mediawet, consumer legislation, and Reclamecode Social Media & Influencer Marketing, with practical examples per channel; joint initiative with bvA and Stichting Reclame Code.
• DDMA Barometer (Annual Research) Annual research publication providing insights into AI adoption, consumer behavior, and marketing practices among DDMA member organizations.
• DDMA Social Advertising Benchmark Annual benchmark analyzing social advertising performance across LinkedIn, Meta, Pinterest, Reddit, Snapchat, and TikTok.
• Fieldmarketing Monitor Annual research on Dutch fieldmarketing practices, consumer attitudes, and industry standards, representing an ecosystem of more than 20,000 employees.
• Customer Data Awards Annual awards program recognizing organizations demonstrating excellence in customer data strategy and implementation, with live case presentations during DDMA NEXT.
• Experimentation Heroes Awards Annual awards recognizing the most impactful experimentation and optimization work in categories Conversion, Beyond Web, Experimentation Culture, and Next Gen Heroes.
• EMAS Awards (Email Marketing Automation Excellence) Annual awards recognizing excellence in email marketing automation, including a Young Talent of the Year award.
• Friends of Search Awards Annual awards for the most impactful search marketing cases in Best SEO and Best PPC categories, presented jointly with VIA Nederland.
• GDMA International Email Benchmark International email marketing research collaboration through Global DMA, providing Dutch market insights to the world's largest email marketing dataset.
• Fieldmarketing Landschapskaart Landscape map of the Dutch field marketing sector showing the ecosystem of agencies, clients, and suppliers.

Quantifiable outcome

• 70% of sector representatives use AI for marketing activities
• +2 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Influencerregels.com (bvA and Stichting Reclame Code)coreStrategic or Co-development PartnerInfluencerregels.com is a joint initiative of DDMA, bvA (bond van advertisers), and Stichting Reclame Code (SRC). The platform provides certification and regulatory guidance for influencers, bundling rules from Mediawet, consumer legislation, and the Reclamecode Social Media & Influencer Marketing.
• VIA NederlandcoreStrategic or Co-development PartnerDDMA and VIA Nederland jointly organize Friends of Search, the largest search marketing congress in the Benelux. The event awards recognize excellence in SEO and PPC across the region.
• Global DMA (GDMA)minorStrategic or Co-development PartnerDDMA contributes to the GDMA International Email Benchmark, the world's largest email marketing research, providing Dutch market insights to the global dataset.
• Autoriteit Consument en Markt (ACM)minorOthersDDMA works with ACM as a regulatory partner for influencer marketing compliance, providing guidance on the supervisory authority for influencers.
• Commissariaat voor de MediaminorOthersDDMA collaborates with the media regulator on influencer marketing rules and Mediawet compliance, providing resources through Influencerregels.com.
• Reclame Code CommissieminorOthersDDMA's Reclamecode Social Media & Influencer Marketing is enforced by the Reclame Code Commissie, which handles complaints and oversees advertising compliance.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Regional players

• ADMA (Association for Data-Driven Marketing & Advertising): Australian peak industry body for data-driven marketing and advertising. Closest geographic-functional mirror to DDMA outside Europe with similar membership, events, and policy focus; useful international peer despite operating in a different territory.

Broad incumbents

• Association of National Advertisers (ANA): Largest US trade association for marketers, providing training, conferences, and policy advocacy. Comparable organizational model to DDMA but at US scale; useful reference point for member services, events, and research products.
• World Federation of Advertisers (WFA): Global trade body representing multinational advertisers on marketing policy, media, and capabilities. Overlaps with DDMA's brand-side membership and policy work but at a global, enterprise level rather than Dutch SMB focus.
• EACA (European Association of Communications Agencies): European trade association for marketing and communications agencies. Represents the agency segment that is part of DDMA's membership base and competes for agency attention at a pan-European level through awards, events, and policy.
• IAB Europe: European-level umbrella for interactive advertising bureaux. Operates at a wider geographic scale than DDMA but covers overlapping themes of digital marketing standards, policy advocacy, and research that DDMA addresses at the national level.

Direct peers

• Stichting Reclame Code (SRC): Dutch self-regulatory body for advertising standards. DDMA co-develops and supports Reclamecode Social Media & Influencer Marketing with SRC; competes for authority on advertising compliance and influencer regulation guidance.
• DMA UK (Data & Marketing Association): The UK trade association for data-driven marketing with a comparable membership-based model, providing regulatory guidance, events, and training. Most direct international peer to DDMA in mission, structure, and service offering.
• IAB Netherlands (IAB NL): Dutch digital advertising and marketing trade association operating alongside DDMA in the Netherlands. Competes for member attention in digital advertising, research, and policy advocacy with overlapping enterprise members (agencies, publishers, tech suppliers).
• VIA Nederland: Dutch association for advertisers and media. Already a co-partner of DDMA on Friends of Search, but competes for membership, sponsorships, and policy influence among Dutch brands and agencies on adjacent advertising/marketing mandates.

Emerging players

• Global DMA (GDMA): International federation of national data and marketing associations, of which DDMA is a member via the GDMA International Email Benchmark. Provides a federation-level peer relationship and a vehicle for international research collaboration.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ddma
• Facebookfacebook.com/DDMAonline
• LinkedInlinkedin.com/company/ddma

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Data Driven Marketing Association