Blis continues to strengthen its presence across Europe with the appointment of a new Group Head of Sales for Benelux and DACH, Pieter Bos.
We sat down to talk about the opportunity ahead, why the timing matters, and how Blis is helping advertisers and agencies navigate a new future.
Can you tell us a little bit about your career to date?
My career to date has been a journey through the “big tech” era, through having a privileged seat at the table with some of the brightest minds in the industry and through a front-row view of some of the most influential platforms in the world.
From my time at LinkedIn to having the privilege of building and leading the Twitter (now X) team at Ad Alliance and through my recent commercial leadership roles, my career and mindset has been defined by one constant: the need for continuous evolution in a world that never stops changing.
I’ve become a firm believer that in our industry, now more than ever, growth belongs to those who dare to stay curious and who embrace change. Whether you’re a brand, an agency or a business leader, the path to sustainable success lies in the ability to transform and to execute with speed.
I strive to live this belief every day (or at least I try to :)) and joining Blis is the perfect next step in that journey. It’s an opportunity that perfectly underpins my passion for staying ahead of the curve.
What attracted you to the role?
I joined Blis in February as Group Head of Sales for Benelux and DACH, and the timing felt exactly right.
The industry is going through a fundamental shift away from personal data, and many are still trying to adapt. What stood out to me about Blis is that it isn’t reacting to that change, it’s already built for it.
Blis has a clear, differentiated position as an audience-first omnichannel platform that doesn’t rely on personal data. That’s not just a narrative, it’s how the technology actually works.
Why is this moment so important for the market?
We’re at the point where legacy approaches based on cookies and IDs are no longer reliable or future-proof.
Advertisers need scalable, effective alternatives that still deliver performance, and that’s where Blis comes in. The focus is shifting from tracking individuals to understanding audiences in context, using real-world signals like location and behaviour.
That’s a much more sustainable and, ultimately, more effective way to plan and activate campaigns.
Blis was recently acquired by T-mobile. What does that mean in practice?
It’s a major step forward.
T-Mobile rigorously tested the leading DSPs and chose Blis.
The partnership strengthens our technology, scale, and product investment globally, accelerating our ability to deliver privacy-first, omnichannel campaigns that drive real business outcomes.
What makes Blis different from other platforms today?
There are three key areas.
First, scale without identity.
We build audiences using geo-data rather than personal identifiers. That means no signal loss, less competition in crowded ID-based environments, and often more efficient CPMs.
Second, efficiency.
Our omnichannel DSP is designed to simplify planning, buying and measurement in one place. It reduces manual work and gives teams more time to focus on strategy and optimisation.
Third, outcomes.
We focus on real business impact. With closed-loop measurement, we’re not just reporting on impressions or clicks, we’re helping advertisers understand the actual effect on footfall, sales and revenue.
What excites you most about working with clients in Benelux and DACH?
These are highly sophisticated markets with strong digital maturity and a real appetite for innovation.
What excites me most is the opportunity to work closely with agencies and advertisers to rethink how omnichannel strategies are built. Whether it’s improving campaign performance, scaling DOOH more effectively, or gaining better visibility on attribution, there’s a lot we can unlock together.
The goal is simple: help our partners achieve long-term, sustainable growth through smarter, audience-first strategies.
What’s your focus for the months ahead?
It’s about building strong partnerships and delivering measurable impact.
We want to work collaboratively with agencies and clients to solve real challenges, whether that’s improving targeting precision, proving campaign effectiveness, or navigating the transition away from personal data.
At the same time, we’re continuing to scale our presence across Benelux and DACH, and further establish Blis as a trusted, privacy-first omnichannel advertising partner in the market.
Final thoughts?
This is an exciting moment, not just for Blis, but for the industry as a whole.
There’s a real opportunity to move towards a more sustainable model of advertising, one that delivers strong results without compromising user privacy.
That’s exactly what we’re focused on at Blis, and I’m looking forward to building that future together with our partners.
Feel free to reach out to me at pieter.bos@blis.com if you would like to connect!