Ads & Data is a privately owned company headquartered in Belgium. Functioning as the joint advertising arm of Telenet, Play Media, Mediahuis, and Proximus, the company has an estimated 170 employees and specializes in providing advertising services.
Ads & Data began representing the commercial interests of HBO Max in Belgium on July 1, 2024, through a partnership with RMB. This collaboration contributes to Ads & Data's consolidation of video market leadership, where it operates as the market leader in BVOD (Broadcast Video On Demand) in Flanders with platforms such as Play, HBO Max, VRT MAX, and Streamz. Earlier on February 2, Play Media and Telenet, in conjunction with Kinepolis, launched "Play Kinepolis," a new on-demand film service available via the Play app and Telenet TV-box for renting or purchasing individual films. Previously, on January 23, Ads & Data adjusted its director structure, following Valérie Morfitis's recent appointment as CEO, aiming to strengthen its commercial capabilities and place advertisers at the center of its operations.
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