Challenge

The Belgian Data Alliance brings together multiple media and telecom companies, each with their own data, platforms and commercial interests.The ambition was to create new, innovative advertising solutions by combining these assets. However, collaboration between competitive players introduced complexity around alignment, feasibility and execution.The challenge was to move from individual data capabilities to a shared, scalable approach—while testing real market potential and defining a blueprint for future collaboration.

One of the biggest challenges was not technological. It was aligning multiple organizations with different priorities, definitions and ways of working around a common objective: creating a simple, scalable and market-ready Addressable TV proposition. By doing so, we strengthened the collective position of Belgian broadcasters and telcos in an increasingly competitive advertising landscape

Wilfried Celis, Director Strategic Partnerships & Public Affairs at DPG Media 

Approach

In collaboration with Digipolitans, the alliance designed a structured and pragmatic approach to bring collaboration to life:

• Co-creation and alignment: All participating members were aligned around a shared vision, strategy and action plan, ensuring that different stakeholders worked toward common objectives.
• Pilot-driven validation: Two concrete test tracks were launched: one focused on digital advertising and one on Addressable TV, allowing the alliance to validate both technical and commercial feasibility in the market.
• Data integration and activation: Data from multiple companies was combined into a shared environment, enabling the creation of powerful audience segments and their activation across different media platforms.
• Agile collaboration model: Cross-company working groups and governance structures were introduced to enable efficient decision-making, execution and continuous learning.

Vertical Divider

Results

Validated advertising solutions
The alliance successfully tested new joint advertising products, demonstrating strong market interest and effectiveness across both digital and TV channels.

Proof of collaboration potential
The pilots confirmed that combining data across companies creates significant added value compared to individual efforts.

Scalable collaboration blueprint
A clear framework was established for future collaboration, including governance, data usage and commercial models.
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Foundation for future growth
The initiative laid the groundwork for long-term cooperation between media and telco companies, enabling new revenue streams and stronger competitive positioning.
Beyond the pilot projects, this initiative proved that even in a competitive landscape, collaboration can unlock new valueturning shared data into scalable, market-ready solutions.

We helped competing players align around a shared ambition and turn collaboration into tangible results. By combining data, technology and governance, the alliance created a foundation for scalable, data-driven advertising innovation.

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Jarno Koopmans
Digital Transformation & Innovation Lead

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