Ads & Data
Ads & Data is a Belgian cross-media advertising regie, jointly owned by Telenet/Play Media, Mediahuis, Proximus Skynet, and Pebble Media, selling Video, Display, Print, creative, data, and research advertising solutions to B2B advertisers across the Flemish and Belgian market through a single point of contact.
- Company typePrivate
- Founded2021
- HeadquartersVilvoorde, Belgium
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Ads & Data does
Ads & Data NV is a Belgian cross-media advertising regie (ad sales house) headquartered in Vilvoorde, formed in April 2021 as a joint venture among Telenet/Play Media, Mediahuis, Proximus Skynet, and Pebble Media. The company operates as the unified commercial advertising arm of the four parents, consolidating video, display, print, creative, data, and research services under a single point of contact for advertisers targeting the Belgian and Flemish markets. Its product portfolio is built around three core media channels — Total Video (linear TV, BVOD, online video, Connected TV), Total Display (digital advertising network reaching 4 million monthly users), and Premium Print (newspapers and magazines reaching 2.5 million daily readers) — plus Brand Studio (creative production), Data Solutions (Data Clean Room–based audience targeting, lookalike audiences, and closed-loop measurement), and Research with the Ads & Data Impact Monitor (AIM) for campaign effectiveness studies. Underlying technology includes Data Clean Room integrations with InfoSum and LiveRamp for GDPR-compliant data collaboration, programmatic ad-serving partnerships with Criteo, Google Ad Manager, Magnite, and Xandr, and a retail data partnership with Delhaize for purchase-behavior targeting. The Total Video ecosystem reaches 90% of the Flemish population monthly, anchored on flagship media brands including Play channels, VRT Max, De Standaard, Nieuwsblad, HBO Max, TLC, and Discovery.
Ads & Data monetizes through advertising-space sales (rate-card and custom-package media placements across Video, Display, Print, Audio, and Programmatic), data services (audience targeting, lookalike modeling, closed-loop measurement), and creative/professional services via Brand Studio. Pricing is quote-based and tailored per advertiser, with downloadable rate cards available for each channel and multi-year contract cadences. The go-to-market motion is enterprise field sales through dedicated account managers, supplemented by online rate-card distribution for mid-market buyers. Customer segments include B2B advertisers across enterprise and government verticals (e.g., ENGIE, BMW Belux, OVAM, Aveve, Grimbergen), brand-storytelling clients using Brand Studio, and data-driven marketers leveraging first-party data activation. Distribution is single-country/domestic, focused on Belgium with primary emphasis on Flanders.
Ads & Data firmographics
Firmographics- Name
- Ads & Data
- Legal name
- Ads & Data NV
- Website
- https://adsanddata.be
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Ads & Data is a Belgian cross-media advertising regie, jointly owned by Telenet/Play Media, Mediahuis, Proximus Skynet, and Pebble Media, selling Video, Display, Print, creative, data, and research advertising solutions to B2B advertisers across the Flemish and Belgian market through a single point of contact.
- Ownership category
- akta.pro rank
Ads & Data industry classification
Industry- Product category
- Cross-media Advertising Services
- NAICS
- Advertising Agencies (54181), Media Buying Agencies (541830), Media Representatives (541840)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB)
- akta.pro secondary industries
- Pay-TV Advertising Sales & Monetization (Addressable/Local Avails) (MPABAGAJ), Branded Entertainment & Long-Form Content (Series, Shorts, Films) (MPADAEAG), Audio/Podcast/Streaming Media Buying (MPAAABAF), Social & Digital-First Branded Content (Short-Form, Influencer, UGC-Style) (MPADAEAB)
Keywords
Where Ads & Data is headquartered
LocationHeadquarters
- HQ city
- Vilvoorde
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
Ads & Data business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Advertising Space Sales: Sells and manages advertising space across video (TV, BVOD, online), display, and print channels. Revenue generated from advertisers purchasing media placements through rate cards and custom packages.
- Data Services: Provides audience targeting, insights, and data activation services using first-party data, lookalike audiences, and retail data partnerships.
- Brand Studio / Creative Services: Creative production services including branded content, program sponsorship, multimedia concepts, and custom campaign development.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom advertising packages based on format, placement, and campaign objectives |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Ads & Data product offering
Product offeringCore offering
Ads & Data sells and manages advertising space across video (TV, BVOD, Connected TV, online), display, and print channels on behalf of media brand partners. It combines this media inventory with data-driven audience targeting via Data Clean Rooms, in-house creative production through Brand Studio, and campaign effectiveness measurement through the Ads & Data Impact Monitor (AIM).
Product overview
Ads & Data operates as a Belgian advertising company (reclameregie) formed by Telenet/Play Media, Mediahuis, Proximus Skynet, and Pebble Media, offering an integrated cross-media advertising platform. The core offerings include Total Video (TV, BVOD, CTV, and online video reaching 90% of Flemish population), Total Display (digital advertising reaching 4 million monthly online users), Premium Print (newspapers and magazines with 2.5 million daily readers), Brand Studio (creative campaign development), Data Solutions (audience targeting via Data Clean Rooms and lookalike audiences), and Research with the Impact Monitor (AIM). The platform provides one-stop access to 50+ powerful media brands including Play, VRT MAX, De Standaard, Nieuwsblad, and international titles like HBO Max and Discovery. The Total Display approach combines print visibility with digital reach and measurability, while the Data Clean Room enables secure first-party data activation and closed-loop measurement through partners like InfoSum and LiveRamp.
Differentiator
Problem solved
Functional benefit
Products and services
- Total Video
Quantifiable outcome
- Up to 20% more attention and 77% higher brand recognition compared to standard websites
- +3 more outcomes
Companies that use Ads & Data
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Ads & Data technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability5 records
Feature4 records
Ads & Data partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Telenet/Play MediacoreJoint advertising venture co-founded by Telenet/Play Media. Play channels achieve average monthly reach of 4.9 million viewers aged 4+. Programs like De Mol and De Slimste Mens ter Wereld rank #1 and #3 in CIM Top 100 for 2025.
- MediahuiscoreJoint advertising venture co-founded by Mediahuis. Mediahuis news brands (Nieuwsblad, De Standaard, Gazet van Antwerpen, Het Belang van Limburg) reach 7 out of 10 news consumers in Belgium.
- Proximus SkynetcoreJoint advertising venture co-founded by Proximus Skynet as part of the Ads & Data consortium.
- Pebble MediacorePebble Media was the predecessor company (until April 1, 2021) that evolved into Ads & Data. Formerly Pebble Media NV.
- InfoSumcoreData Clean Room partner providing secure environment for matching campaign data with sales data while maintaining GDPR compliance.
- LiveRampcoreData Clean Room partner enabling secure data matching and identity resolution for closed-loop measurement campaigns.
- DelhaizeminorRetail partnership enabling targeting based on actual purchase behavior data for more effective campaign audience building.
- VRT MaxcoreVRT MAX platform with 1.193 million monthly users available for advertising through Ads & Data Total Video ecosystem.
Scale indicators11 records
Recent moves6 records
Expansion highlights5 records
Ads & Data competitors and assessment
Company assessmentDirect peers
- VRT: Flemish public broadcaster whose VRT MAX BVOD platform (1.193M monthly users) is also sold through Ads & Data. Competes for the same Flemish video ad budgets via its own sales operations and content reach.
- DPG Media Belgium: Largest Flemish media conglomerate, selling advertising across VTM, HLN, VTM GO, Qmusic and regional newspapers. Most direct competitor for cross-media Flemish advertising budgets and a benchmark for inventory scale.
- Sanoma Belgium: Publishes Belgian magazines and lifestyle titles, selling print and digital advertising to the same brand advertisers. Comparable cross-media regie model in the magazine vertical.
- Proximus Pickx: Telecom-owned TV and streaming platform from one of Ads & Data's JV parents, offering competing video advertising inventory and bundled cross-sell to advertisers seeking telecom-attached audiences.
- RTL Belgium: Operates RTL-TVI, Club RTL and Plug RTL in Belgium, selling TV and digital advertising competing head-to-head with Play channels for national advertiser budgets.
Broad incumbents
- Havas Belgium: Global advertising network with Belgian operations spanning media planning, creative and digital, often competing for the same mid-market and enterprise brand budgets targeted by Ads & Data.
- Dentsu Belgium: Global advertising holding group offering media, creative and CX services in Belgium, often bundled with international capabilities for advertisers seeking multi-market execution.
- GroupM Belgium: WPP's media investment arm in Belgium, buying cross-channel inventory on behalf of advertisers. Competes with Ads & Data on the buy-side, typically at larger multinational advertiser accounts.
- Wavemaker Belgium: WPP media agency focused on purchase journey-driven media investment, competing with Ads & Data for advertiser mandates with strong data and audience activation requirements.
- Publicis Groupe Belgium: Global advertising holding company with full-service creative, media and data capabilities in Belgium. Broad incumbent competing for end-to-end advertiser mandates that include media planning alongside creative.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Ads & Data social profiles
Digital presenceAds & Data compliance and trust
Trust signalCompliance3 records
Ads & Data financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ads & Data leadership team
Management profileNumber of profiles
Profiles1 record
Ads & Data funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ads & Data M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ads & Data
What does Ads & Data do?
Ads & Data sells and manages advertising space across video (TV, BVOD, Connected TV, online), display, and print channels on behalf of media brand partners. It combines this media inventory with data-driven audience targeting via Data Clean Rooms, in-house creative production through Brand Studio, and campaign effectiveness measurement through the Ads & Data Impact Monitor (AIM).
Is Ads & Data a public or private company?
Ads & Data is a private company. It is classified as corporate owned and is currently operating.
When was Ads & Data founded?
Ads & Data was founded in 2021. It employs 101 to 250 people.
Where is Ads & Data based?
Ads & Data is headquartered in Vilvoorde, Belgium, in the Europe region.
How does Ads & Data make money?
Three revenue lines are on record. Advertising Space Sales are the primary driver. The others are data Services and brand Studio / Creative Services.
Who are Ads & Data's main competitors?
Direct peers on record are VRT, DPG Media Belgium, Sanoma Belgium, Proximus Pickx and RTL Belgium. Broad incumbents are Havas Belgium, Dentsu Belgium, GroupM Belgium, Wavemaker Belgium and Publicis Groupe Belgium.
Does Ads & Data have an API?
No public API is recorded for Ads & Data.
What industry is Ads & Data in?
Ads & Data's product category is Cross-media Advertising Services. Its primary akta.pro industry code is BPAFABAB, Digital & Programmatic Media Buying (Display, Video, CTV, Audio), with a secondary code of MPABAGAJ, Pay-TV Advertising Sales & Monetization (Addressable/Local Avails). Its NAICS code is 54181 and its SIC code is 7311.