What Trustmedia does

Trustmedia is the advertising and sales arm of Mediafin NV, a privately held Belgian media group operating the country's leading Dutch- and French-language business publications. The company sells multimedia advertising and content solutions across the Mediafin portfolio — De Tijd (Dutch), L'Echo (French), Sabato (upscale lifestyle), Mijn Geld | Mon Argent (personal finance), Fonds (investment funds), and Wealth (high-net-worth) — reaching 2.27M+ unique monthly readers and 517,200 daily readers as of CIM 2025 measurements. Trustmedia serves four primary customer segments: B2B advertisers and marketers, financial services, luxury brands, and government/public sector, with a sales force organized into dedicated verticals (Finance, Luxury, B2B, Government, Real Estate, Mobility, Art) and complemented by three wholly-owned subsidiaries: Content Republic (branded content/native advertising), News Services, and Trustmedia Beyond Advertising.

The technology stack centers on Trustmedia IQ, an AI-driven targeting platform that converts advertiser briefings into activation-ready targeting strategies using privacy-compliant first-party data and contextual insights, and a Text-to-Speech innovation (Luistertijd / Articles à écouter) launched in October 2024 that uses AI-generated voices with human quality control, distributed across web, mobile apps, and CarPlay. The audio offering is anchored by De 7 and Le Brief, daily news podcasts approaching 1M monthly downloads combined, with De 7 ranked the most-listened-to podcast in Flanders. Mediafin Intelligence provides an additional research-as-a-service layer via a reader research panel, offering ad hoc market research, the bimonthly Mediafin Intelligence Omnibus, and post-campaign measurement.

Trustmedia's revenue model is built on advertising and sponsorship across print, digital, audio (podcasts, text-to-speech), and multimedia formats, supplemented by data monetization through Mediafin Intelligence's research services. Pricing is not publicly disclosed but media kits are available via the Tarieven section. The go-to-market is enterprise field sales with dedicated account managers by sector, supplemented by a Rich Media partnership with Danish adtech Adnami and a programmatic business development function. The company has won multiple international and regional awards, including 7 International Branded Content Awards in 2026 (2 Gold, 2 Silver, 3 Bronze), AMMA Gold for Sales House of the Year Challengers, and an INMA Honorable Mention for Best Use of Generative AI.

Name

Trustmedia

Legal name

Mediafin NV

Website

https://trustmedia.be

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Trustmedia is the advertising sales house of Belgian media group Mediafin, selling multimedia advertising across De Tijd, L'Echo, Sabato, and related premium business publications to B2B advertisers, financial services, luxury brands, and government clients in Belgium.

Ownership category

akta.pro rank

Headquarters

HQ city

Brussel

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Advertising and Sponsorship: Trustmedia commercializes advertising space across print, digital, audio and multimedia platforms of De Tijd | L'Echo and other Mediafin brands. Offers exclusive sponsorship opportunities for podcasts, text-to-speech and other content formats.
2. Research and Intelligence Services: Mediafin Intelligence offers ad hoc market research at premium target audiences, Mediafin Intelligence Omnibus (bimonthly measurement), and Post-Campaign Measurement solutions for advertisers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Trustmedia is the advertising and sales division of Mediafin NV, commercializing advertising space across print, digital, audio, and multimedia platforms of De Tijd | L'Echo, Sabato, Mijn Geld | Mon Argent, Fonds, and Wealth. It sells multimedia advertising, branded content campaigns, native advertising, and programmatic solutions to B2B advertisers, with AI-driven targeting via Trustmedia IQ and research capabilities through Mediafin Intelligence.

Product overview

Trustmedia is the advertising sales arm of Mediafin (Belgian business media group) offering a diversified portfolio of print, digital, and audio products. The core offering consists of De Tijd and L'Echo (bilingual business newspapers reaching 517,200 daily readers and 1.9 million monthly readers), supplemented by lifestyle magazine Sabato (180,000+ readers, highest selectivity on top management), personal finance publications Mijn Geld | Mon Argent and funds/wealth magazines (Fonds, Wealth). Audio expansion includes daily podcasts De 7 and Le Brief (approaching 1 million monthly downloads combined) and text-to-speech (Luistertijd / Articles à écouter). Additive modules include Trustmedia IQ (AI-driven targeting) and Mediafin Intelligence (research and audience insights). Together the four Mediafin brands reach 2,271,100 unique monthly readers.

Differentiator

Problem solved

Functional benefit

Brands

• Trustmedia IQ: AI-driven targeting solution for premium news media campaigns using first-party data and contextual insights.
• Mediafin Intelligence
• De 7
• Le Brief

Products and services

• De Tijd | L'Echo Advertising Advertising space in Trustmedia's flagship bilingual (Dutch-French) business newspapers De Tijd and L'Echo, reaching 517,200 daily readers including managers, entrepreneurs, and investors; sold to B2B advertisers seeking to reach influential Belgian business audiences.
• Sabato Advertising Advertising space in Sabato, an upscale weekly weekend magazine reaching 180,000+ unique readers with the highest selectivity among Belgian magazines for social class 1 (index 220) and top management (index 542); targeted at luxury brands.

Quantifiable outcome

• 89% growth in daily readers over past 10 years for De Tijd | L'Echo
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature2 records

Partnerships

Six partnerships are on record.

• AdnamiTechnology or IntegrationStrategic partnership with leading Danish adtech company Adnami (announced July). This collaboration allows Trustmedia to offer unique and interactive Rich Media formats across its network, aiming to exceed advertisers' expectations with high-impact advertising solutions.
• Bank Van BredaGTM or Marketing PartnerFirst partner to sponsor the text-to-speech innovation (Luistertijd/Articles à écouter) until end of December 2024. Partnership includes Brand Metrics study to measure text-to-speech's contribution to brand awareness.
• PaveauGTM or Marketing PartnerBelgian luxury brand creating handcrafted mouth-blown glass bottles and drinking glasses. Partnered with Sabato magazine for exclusive Sabato Luxe Box targeting 250 Belgian CEOs. Both brands share focus on quality, craftsmanship and refined aesthetics.
• Content RepublicStrategic or Co-development PartnerExpert team within Trustmedia specialized in branded content and native advertising. Translates research insights from Mediafin Intelligence into powerful storytelling solutions seamlessly aligned with De Tijd | L'Echo's editorial DNA.
• ProfactsStrategic or Co-development PartnerResearch agency commissioned by Mediafin Intelligence for extensive studies including electric mobility research in Belgium covering both businesses and consumers. Key findings presented at seminars.
• IpsosStrategic or Co-development PartnerPartnership for Power of Podcast research studies, conducted for the second consecutive year to track Belgian podcast listening behavior and advertising appreciation.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Roularta Media Group: Belgian multimedia group publishing business and lifestyle magazines (including Trends, Knack, Le Vif/L'Express) and operating advertising sales across its portfolio. Broader incumbent with overlapping premium Belgian audience monetization but a wider consumer-magazine focus versus Trustmedia's business-newspaper core.

Emerging players

• Havas Belgium: Belgian arm of Havas, offering creative, media planning/buying and branded content services to Belgian advertisers. Comparable as an enterprise B2B media-services competitor in Belgium, though Havas is a full-service agency rather than a publisher sales house.

Others

• TBWA Belgium: Belgian branch of the TBWA global advertising network, providing creative and media services to Belgian and international advertisers. Adjacent peer competing for premium B2B and luxury advertiser budgets in Belgium with a full-service agency model rather than publisher sales house.
• Mortierbrigade: Independent Belgian creative agency known for branded campaigns and award-winning work. Adjacent peer as a Belgium-based creative/branded-content producer that competes for the same premium advertiser budgets and recognition at the same awards (Effie, AMMA, Cannes).
• BBDO Belgium: Belgian office of the BBDO global advertising network offering creative, media and digital services. Comparable as a Belgium-based full-service agency competing for premium advertiser budgets, particularly in financial services and luxury verticals.

Direct peers

• Rossel Advertising: Advertising division of Rossel Group selling advertising space for Le Soir, Sudinfo and other Belgian French-language titles. Comparable to Trustmedia as a Belgian premium-media sales house with branded-content capabilities targeting national advertisers across print and digital.
• IPM Advertising: Advertising sales house for IPM Group's Belgian portfolio including La Libre, L'Avenir and DH/Les Sports. Direct peer comparable in scope and structure — sells multimedia advertising inventory for premium Belgian news brands to B2B advertisers using a sector-organized sales motion.
• DPG Media Advertising: Belgian/Dutch media sales house commercializing advertising for major news brands including De Standaard, Het Nieuwsblad and Volkskrant. Direct peer to Trustmedia as both operate as advertising sales arms for premium news media portfolios in the Benelux region with enterprise field-sales teams and branded-content offerings.
• Mediahuis Connect: Commercial arm of Mediahuis Group, selling advertising for Belgian and Dutch news brands including NRC Handelsblad and De Limburger. Direct peer operating a similar sales-house model with multimedia ad products and branded-content services for premium national audiences.

Regional players

• Sanoma: Finnish/Dutch media company operating news (NRC, regional titles), magazines and advertising sales across the Nordics and Netherlands. Comparable as a premium European media sales house targeting business and consumer audiences, though Trustmedia's Belgian scope is materially smaller.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/trustmedia
• Facebookfacebook.com/TrustMedia-1697404597203415
• LinkedInlinkedin.com/company/trustmedia-advertising-solutions-
• Instagraminstagram.com/trustmedia

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries3 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 Trustmedia