In a first for Belgium, The Ads & Data Total TV ecosystem links telecom data (from Telenet and Proximus), online data (from Play Media, Mediahuis, De Buren and VRT) and advertiser data to match consumer socio-demographics and interests – with the data then used across television/streaming to improve targeting (including within Smart AD addressable TV and the GoPlay and Telenet TV apps). You will hear how sources like CRM data, purchase history, online reading, web surfing and STB television viewing are combined, with advertiser and publisher matches performed in a cleanroom environment without the need for third-party cookie syncing. This presentation outlines the value of cross-media insights when creating publisher-prepared and custom audience segments. We explore the value of logged-in reach and first-party publisher data as third-party cookies are phased out, and find out how Ads & Data established consent and unified its data sources in a central DMP.