ROULARTA MEDIA GROUP
B2C PUBLISHERS
Roularta Media Group is a prominent Belgian multimedia company, delivering high-quality journalism across print, digital, and TV platforms.
With a rich history in regional and local content, Roularta consistently adapts to new industry trends, including the shift toward digital revenue streams.
110
hours saved per year by simplifying campaign workflows
2x
more ad impressions achieved with programmatic ad placements
100%
scalability when doubling the number of ad impressions
As digital advertising became a part of our everyday lives, Roularta Media Group recognized the growing need to expand its offerings and provide a more comprehensive, full-funnel approach for its advertisers. The traditional focus on standard display ads was no longer sufficient to meet the demands of advertisers seeking more engaging, personalized, and measurable ad formats.
As part of this transition, they sought to optimize their email inventory and prepare for the cookieless future without sacrificing audience engagement or advertising performance.
Roularta aimed to diversify its ad inventory by introducing programmatic, native, and sponsorship options while ensuring these new formats integrated seamlessly with their existing display bannering infrastructure. However, achieving this level of flexibility came with challenges.
Simplifying campaign management
Managing ad placements manually across multiple publications required significant time and effort. The team needed a streamlined process that would free up resources for more strategic tasks.
Enhancing scalability
As the number of advertisers grew, the need to scale ad impressions efficiently became more pressing. Their existing workflows were not designed for rapid expansion.
Integrating new formats with legacy systems
Roularta needed a solution that wouldn’t disrupt its current operations but could support the new ad models they wanted to introduce.
Delivering greater value
Advertisers were increasingly focused on performance, expecting detailed insights, better targeting capabilities, and a wider range of ad formats to connect with audiences more effectively.
In their search for a solution, Roularta Media Group prioritized finding a platform that could automate processes, support a broader range of ad formats, and enable precise targeting based on first-party subscriber data. This journey led them to Passendo, a decision that would fundamentally transform their email advertising operations.
When Roularta Media Group decided to step up its email advertising game, they knew it wasn’t just about adding more ads – it was about working smarter. They wanted to offer advertisers more choice, better targeting, and stronger results, all without overcomplicating their day-to-day work. That’s where Passendo came in.
The result? A system that works harder without making life harder. Roularta Media Group now delivers more value to advertisers, more relevant content to readers, and more time back to their busy team.
“The integration of Passendo’s email ad server has been a game-changer for us. By streamlining ad placements across our platforms and optimizing with first-party subscription data, we can now offer more diverse advertising options at scale, helping build long-term relationships with advertisers who seek both reach and effective engagement.”
Kaat Cossey
Digital Technology & implementation expert – Roularta Media Group
With Passendo’s solutions in place, Roularta Media Group saw a transformation in how they approached email advertising. Campaign management, once a time-consuming, manual process, became streamlined and efficient. The team could now focus on strategic initiatives rather than being bogged down by administrative tasks.
The ability to offer diverse ad formats – like native, sponsorship, and performance-driven programmatic ads – empowered advertisers with more options to engage their audiences effectively. This flexibility strengthened client relationships and opened new revenue streams, especially within their highly engaged subscriber base.
By automating routine tasks like ad setup, delivery, and reporting, the team freed up more than two workweeks’ worth of time each year. What once required manual adjustments across various newsletters could now be managed centrally, giving the sales and marketing teams more breathing room to innovate. This resulted in saved time: 2 hours of easy campaign workflow per hour which adds up to a total of 110 hours saved annually.
Moreover, Roularta doubled the number of ad impressions without expanding their team. This wasn’t just about placing more ads – it was about maximizing available inventory through better targeting and more efficient delivery processes. The move toward programmatic placements ensured that every available impression was utilized effectively, with a total of 2x increase in impressions.
Finally, by tapping into their subscriber base’s first-party data, Roularta could deliver ads that resonated more with their readers. Advertisers could now reach audiences based on meaningful behavioral insights rather than guesswork, resulting in higher engagement rates and more satisfied clients. Shoutout for first-party data targeting!
Roularta Media Group’s email growth journey is far from over, but with Passendo’s ad server driving their email advertising efforts, they’ve built a solid foundation for continued success. By delivering relevant, timely ads with greater efficiency, they’ve turned what was once a complex task into a competitive advantage.
110 HOURS
saved annually by automating routine tasks and simplifying workflows
2x INCREASE
increase in impressions, doubling ad reach without expanding the team
ENHANCED TARGETING
capabilities, delivering more relevant ads based on first-party subscriber data
The success of Roularta Media Group’s email advertising journey isn’t just a one-time win – it’s the foundation for their next chapter. By rethinking their approach to newsletter monetization and embracing the precision of Passendo’s ad server, they’ve set themselves apart in a competitive and fast industry.
Today, their ad operations run with a level of speed and accuracy that once felt out of reach. Time-consuming tasks like manual ad placements and reporting are now streamlined, giving the team more time to focus on product innovation and client relationships. The shift to programmatic, native, and sponsorship formats has not only increased impressions but also elevated the quality of their advertising offering.
But beyond the numbers, this transformation represents a cultural shift. Roularta Media Group has positioned itself as a forward-thinking, data-driven publisher that doesn’t just follow industry trends – it helps set them. As the digital advertising world moves toward greater personalization and privacy-first practices, Roularta stands ready with the infrastructure, insights, and confidence to continue delivering value for advertisers and readers alike.
Your email inventory holds more potential than you might realize. With Passendo’s specialized ad server, you can move beyond static display ads to unlock new revenue streams with programmatic, native, and performance-driven ad formats – all while simplifying your campaign management and giving your sales team the confidence to pitch with precision.
Whether you’re a niche publisher or a large media group like Roularta, Passendo helps you turn newsletters into revenue engines without adding complexity to your workflows.
Stop leaving opportunities in the inbox. Let Passendo help you make every impression count. Book a tour today and see what your email inventory is truly capable of.
