The efficiency of automatic flatness control systems in tandem cold mills is mainly based on the accuracy of the prediction models and on the selection of optimum control concepts. BFI, together with EKO Stahl, has recently developed and partly applied advanced flatness control strategies (providing online-adaptation of actuator action to thickness profile information and in-gap process condition towards a fully integrated flatness control of all stands) that are superior to conventional techniques and lead to significant improvements in strip flatness. The present article aims to demonstrate the principles, advantages and results of this work.