If You Can’t Beat Them, Build an Alliance How Belgian publishers compete with the Duopoly No one knows their readership like a local publish- er. However, in 2016, Belgian publishers noticed a decline in ad revenue that they attributed to a fa- miliar interloper: the Duopoly. Facebook and Goo- gle’s granular behavioral and interest data offered advertisers the ability to target the audience that local publishers had spent decades building. These platform giants were capturing most of the region’s ad spending, and individual publishers didn’t have the data or tools to compete. T o even the playing field, three leading Belgian publishers—IPM, Produpress, and Pebble Me- dia—forged the DaviD alliance, the Digital Alliance on Valuable Inventory and Data. This alterna- tive to the globa

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