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Compared to global media companies such as Google and Facebook that aggregate data from various sources (and the privacy concerns these aggregations bring), local companies only capture a small number of (high-quality) traits and retrieve an unbalanced small amount of revenue. To increase these local publishers\u2019 competitive advantage, they need to join forces, whilst taking the visitors\u2019 privacy concerns into account. The EcoDaLo consortium, located in Belgium and consisting of Adlogix, Pebble Media, and Roularta Media Group as founding partners, aims to combine local publishers\u2019 data without requiring these partners to share this data across the consortium. Usage of Semantic Web technologies enables a decentralized approach where federated querying allows local companies to combine their captured visitor traits, and better target visitors, without aggregating all data. To increase potential uptake, technical complexity to join this consortium is kept minimal, and established technology is used where possible. This solution was showcased in Belgium which provided the participating partners valuable insights and suggests future research challenges. 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