Ciaopeople Media Group

What Ciaopeople Media Group does

Ciaopeople Media Group (legal entity Ciao People S.r.l.) is an Italian digital editorial group founded in 2007 and headquartered in Naples, operating a portfolio of eight owned media properties: Fanpage.it (news and entertainment), The Jackal (comedy and entertainment production), Cookist (food), Ohga (health and wellness), Kodami (nature), Geopop (science), Deepinto (documentaries) and Wamily (family). Fanpage.it alone delivers 26 million unique users and 140 million monthly page views, and the group claims to reach 70% of Italian internet users monthly per Comscore 2022, making it Italy's largest digital editorial group by reach.

The group's product stack spans consumer-facing publishing (websites and dedicated social accounts on Facebook, Instagram, TikTok, YouTube) and a B2B commercial offering delivered through Ciaopeople Advertising (programmatic and direct ad sales — preroll, native in-feed, interactive skin and masthead formats), Ciaopeople Branded Content (custom editorial content for enterprise brands) and Ciaopeople Video Productions (The Jackal Studios' professional video services). Underlying technology is described as a Big Data and AI infrastructure (BigQuery, Snowflake, Redshift, TensorFlow, PyTorch, scikit-learn) supporting data-driven audience targeting with certified KPI benchmarks above market (VTR 78%, viewability 95%, on-target 70%, native in-feed CTR 0.7%).

The revenue model is a mix of programmatic and direct advertising across the owned media portfolio, project-based fees for branded content, and fees for external video production. Customers include enterprise advertisers such as Hasbro, Eagle Pictures, Sky and Eni. The group sells through a dedicated field sales team in Milan (Ciaopeople Advertising) with additional offices in Naples (HQ and editorial) and Rome, and supports a community-led growth model anchored in organic reach and the annual Ciaopeople Creator Challenge for talent discovery.

Name

Ciaopeople Media Group

Legal name

Ciao People S.r.l.

Website

https://ciaopeople.it

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Ciaopeople Media Group is Italy's largest digital editorial group, operating eight owned media properties (Fanpage.it, The Jackal, Cookist, Ohga, Kodami, Geopop, Deepinto, Wamily) that reach 70% of Italian internet users monthly. It monetizes through advertising, branded content, and video production services sold to enterprise brands.

Ownership category

akta.pro rank

Product category

Digital Media Publishing

NAICS

Advertising, Public Relations, and Related Services (5418), Advertising Agencies (541810), Public Relations Agencies (54182)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

PR, Reputation Management & Earned Media Platforms (BPAMALAO)

akta.pro secondary industries

News Agencies & Wire Services (General & Specialized) (MPAJADAE), Video/Film Creative Agencies (Concept-to-Creative) (MPAAAAAG)

Keywords

• Digital media publishing
• Online news platforms
• Branded content production
• Programmatic advertising sales
• Video production services

Headquarters

HQ city

Naples

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Advertising (Data-Driven): Programmatic and direct advertising sales across Fanpage.it and group media properties. Includes preroll video ads, native in-feed ads, interactive skin formats, and interactive mastheads. Revenue is generated through CPM/CPC models with certified KPIs above market benchmarks (VTR 78%, viewability 95%, on-target 70% for preroll). Uses proprietary audience profiling and behavioral targeting capabilities.
2. Branded Content: Custom editorial content productions created for brand clients, including branded articles, branded videos, and branded tales. Revenue generated through project-based fees for creative development and distribution across the group's media network.
3. Video Productions (The Jackal): Full-service video production capabilities offered to external clients, transforming their ideas into professional-quality video content through The Jackal Studios team.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Ciaopeople Media Group is Italy's largest digital editorial group, operating a portfolio of owned online media properties covering news, entertainment, food, wellness, science, nature, and family content. The group monetizes its audience reach (70% of Italian internet users monthly per Comscore 2022) through three commercial services: Ciaopeople Advertising (data-driven programmatic and direct ad sales), Ciaopeople Branded Content (custom editorial content created for brand clients), and Ciaopeople Video Productions (professional video production through The Jackal Studios).

Product overview

Ciaopeople Media Group is Italy's leading digital publishing group operating a multi-platform portfolio of media properties. The group encompasses major digital news outlets (Fanpage.it), specialized content platforms (Cookist for food, Ohga for health/wellness, Geopop for science/culture, Kodami for animals/nature, Deepinto, Wamily), and entertainment production (The Jackal). The group provides integrated services including advertising solutions, branded content creation, and video production, reaching 70% of Italian internet users monthly according to Comscore 2022. The portfolio operates as a unified distribution and monetization ecosystem with certified KPI metrics above market benchmarks.

Differentiator

Problem solved

Functional benefit

Brands

• Fanpage.it: News and journalism platform offering information and entertainment
• The Jackal
• Cookist
• Ohga
• Kodami
• Geopop
• Deepinto
• Wamily

Products and services

• Fanpage.it Major Italian news and entertainment platform covering current events, politics, culture, and video content, serving as the primary digital news outlet of the group. Italy's first site for video unique audience with 26 million unique users and 140 million monthly page views.
• The Jackal Comedy and entertainment content and talent factory that develops projects for digital platforms and television, producing branded entertainment and entertainment formats recognized for distinctive creative approach in Italian branded content.
• Cookist Food and cooking digital publication offering recipe videos and culinary content, positioned among Italy's top food media outlets with nearly 5 million monthly unique users.
• Ohga Health, wellness, and green lifestyle digital platform serving over 3.5 million wellness seekers and green enthusiasts.
• Geopop Science and cultural dissemination media company that creates educational and entertaining content to raise cultural awareness, operating on an edutainment model combining rigor with entertainment.
• Kodami Digital publication under the Ciaopeople group, focused on animal and nature content.
• Deepinto Digital platform under the Ciaopeople group focused on deep content and documentaries.
• Wamily Digital platform under the Ciaopeople group focused on family-oriented content.
• Ciaopeople Advertising Advertising services division offering data-driven advertising and audience targeting across the group's media properties. Includes programmatic and direct ad formats such as preroll video, native in-feed, interactive skin, and interactive masthead, with KPI-certified performance metrics above market benchmarks.
• Ciaopeople Branded Content Custom editorial content creation service offering branded articles, branded videos, and branded tales that connect brands with audiences through creative storytelling distributed across the group's media platforms.
• Ciaopeople Video Productions Professional video production service delivered through The Jackal Studios team, offering integrated creative processes combining AI, 3D, compositing, and filmmaking skills to transform client ideas into quality video content.

Quantifiable outcome

• Preroll VTR 78%, Viewability 95%, On-target 70% (above market benchmarks)
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• BuzzFeed: Multi-brand digital media company (BuzzFeed, HuffPost, Tasty) monetising through advertising, branded content, and commerce. Direct analogue to Ciaopeople's portfolio model of news, food, and entertainment verticals supporting a shared advertising backbone.
• Vox Media: U.S. digital media group operating vertical properties (Vox, The Verge, Eater, SB Nation) plus a branded content studio (Vox Creative). Comparable vertical-portfolio publishing model with strong audience data and branded content monetisation.
• Mondadori Group: Major Italian media conglomerate spanning books, magazines (Panorama, Grazia, Donna Moderna), digital properties, and advertising. Larger and more diversified than Ciaopeople; comparable on Italian audience monetisation and brand-adjacent publishing.
• Condé Nast: Global multi-brand publisher (Vogue, GQ, Wired, Vanity Fair) with digital-first branded content and advertising operations. Comparable on the multi-brand editorial-to-monetisation pipeline, though at global scale.
• Vice Media: Global digital-first media company with branded content studios, multi-vertical properties, and youth-focused audience monetisation. Comparable business model to Ciaopeople across editorial, video production, and branded entertainment, though at much larger international scale.

Emerging players

• Open (Open.online / Links Esterni): Italian digital news publication competing for the same advertisers and readership pool as Fanpage.it, with a politically engaged audience. Comparable digital-native news model in the Italian market.
• Will Media: Italy-based digital-native publisher focused on social-first video journalism. Smaller and earlier-stage than Ciaopeople but pursues similar audience-growth and branded-content model with a younger demographic.

Direct peers

• Gedi Visual (Gruppo GEDI): Italian publisher of La Repubblica, La Stampa, and Deejay.it; competes directly with Ciaopeople for Italian digital advertising spend and news audience share. Comparable in operating geography and multi-brand digital portfolio.
• RCS MediaGroup: Publisher of Corriere della Sera, Gazzetta dello Sport, and Marie Claire; operates a portfolio of Italian digital brands selling advertising and branded content. Direct overlap with Ciaopeople on Italian premium digital audience and B2B brand clients.
• Il Fatto Quotidiano / Editoriale Il Fatto Quotidiano: Italian digital-first news publisher targeting engaged readers with strong opinions and social distribution. Competes with Fanpage.it for advertiser budgets and audience attention in the digital news segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/fanpage.it
• LinkedInlinkedin.com/company/ciaopeople
• Instagraminstagram.com/ciaopeople
• Xx.com/fanpage

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ciaopeople Media Group