Belgian Data Alliance: joining forces to compete with GAFA
The recently announced Belgian Data Alliance may be seen as Belgian actors from the media world uniting their strengths (more precisely: data) to provide the advertising market with alternatives to Google and Facebook. In the practice, the current partners would be Proximus, Telenet, Rossel (Le Soir, Sudpresse...), RTBF, RTL, Mediahuis (De Standaard, Het Nieuwsblad...), De Persgroep (De Morgen, VTM...), VRT, and SBS (Vier, Vijf...). Pooling their data, they would enable the Belgian ad market would access to sets of profiles and audiences that would go much further than any of these players separately. These partners represent approximately 71% of total visits on the Belgian websites and a cumulated reach of 71.5% on Belgian surfers (CIM Internet May 2019).