This living lab explores and validates the potential of Solid (Social Linked Data) technology in a real media context, together with various media partners in a real media context and by actively involving a representative group of Flemish media users. The aim of decentralised technologies, such as Solid, is to create (1)  a privacy- and innovation-friendly media ecosystem through more and better data access and (2) a data economy and society that can guarantee public trust and socially responsible data use. The goal of Solid for Media is to migrate users' media profiles to a Solid pod infrastructure and provide existing and new media services from there. 

The project focuses on three important use cases identified by Flemish media stakeholders:
• personal recommendations  (e.g., by enriching with cross-domain data)
• trust through transparency and consent control
• targeted advertisements (e.g., by linking purchasing behaviour and advertising campaigns)

By practically realizing a Solid infrastructure, the technical feasibility and scalability of a future-oriented decentralized media infrastructure will be investigated. Also, the concrete added value such an infrastructure can offer for existing and new media services, both from a business and end-user perspective, will be examined.