Bpost and Ads & Data link first-party data for campaign activation

Bpost and Belgian media sales house Ads & Data announce a data partnership. From October 2026, Bpost consumer segments, based on lifestyle data from SelectPost, including purchase intentions and interest categories, are integrated as standard into the Ads & Data offering. This is the first time Bpost makes its consumer segments available through a Belgian media sales house.

The data coupling is handled via LiveRamp's data clean room, in compliance with GDPR. Advertisers can activate the combined segments within the Ads & Data network, which includes Play, VRT MAX, De Standaard and Nieuwsblad. The same SelectPost segments remain available for Direct Mail campaigns via Bpost, enabling cross-channel activation.

This is Ads & Data's second data partnership, following a previously announced collaboration with MMD (Media Marketing Delhaize) on retail media and shopper data.