NEG

Online Community Advertisingneg.bg

NEG.BG operates BG-Mamma, Bulgaria's largest online community platform with nearly 2 million monthly unique visitors and 20+ years of operating history, monetizing primarily through native and display advertising plus a new AI-powered brand sentiment analytics service for enterprise advertisers.

Company typePrivate
Founded2002
HeadquartersSofia, Bulgaria
Headcount11–50
GTM typeB2B
OfferingDigital Commerce or Content

What NEG does

NEG.BG is a Bulgarian joint-stock company (НЕГ.БГ АД, EIK 201420169) headquartered in Sofia that operates BG-Mamma, Bulgaria's largest online community platform, with nearly 2 million monthly unique visitors and over 750,000 registered users. The platform originated as a pregnancy and parenting portal in 2002 and was acquired by NEG in December 2008; it has since expanded to cover general interest topics including family, home, cooking, travel, finance, health, and beauty. BG-Mamma's core technology is a forum-based community platform with content management, native and display advertising delivery infrastructure, and an AI-powered text analytics pipeline that supports a brand sentiment analysis product.

The company generates revenue through five primary streams: CPM-based display advertising (€7-€30 depending on format and targeting), native content advertising packaged at €620-€1,800+ per campaign with guaranteed 300,000-400,000 impressions, programmatic direct deals, survey and consumer research services with a 300-respondent minimum, and the newer BG-Mamma Brand Sentiment analytics service launched in 2026. Distribution is hybrid: a direct sales team serves enterprise advertisers (Dove, Lidl, Pantene, Pepco, La Roche-Posay, Eucerin, English Home, Storck, Mr.Bricolage), a self-serve online advertising tariff serves SMBs, and agency partnerships plus programmatic channels round out coverage.

The team of approximately 13-15 professionals operates from Sofia with roles spanning engineering, sales, content, PR, and AI ad operations. The company is GDPR-compliant, registered as a personal data administrator with the Bulgarian Commission for Personal Data Protection (registration 41501), and designated as a Digital Services Act contact point under EU Regulation 2022/2065. Recent product investments include the December 2024 Loyalty Program (the first in the platform's history), a May 2024 Q&A aggregation feature, and the August 2026 AI-powered Brand Sentiment analytics service.

NEG firmographics

Firmographics

Name: NEG
Legal name: НЕГ.БГ АД
Website: https://neg.bg
Company type: Private
Founded year: 2002
Operating status: Operating
Headcount range: 11–50 employees
Short description: NEG.BG operates BG-Mamma, Bulgaria's largest online community platform with nearly 2 million monthly unique visitors and 20+ years of operating history, monetizing primarily through native and display advertising plus a new AI-powered brand sentiment analytics service for enterprise advertisers.
Ownership category
akta.pro rank

NEG industry classification

Industry

Product category: Online Community Advertising
NAICS: Advertising Agencies (541810), Advertising Agencies (54181), Advertising, Public Relations, and Related Services (5418)
SIC: Services-Advertising Agencies (7311), Services-Advertising (7310)
akta.pro primary industry: Personalization, Testing & Conversion Rate Optimization (CRO) (BPAFAFAG)
akta.pro secondary industries: B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ), Product & Brand PR (Consumer & B2B) (BPAFADAH), B2B Demand Generation & Lead Nurture Agencies (BPAFAKAA)

Keywords

Online community platform
Display advertising
Native advertising
Brand sentiment analysis
Digital media sales

Where NEG is headquartered

Location

Headquarters

HQ city: Sofia
HQ country: Bulgaria
HQ region: Europe

Offices1 record

Markets served

NEG business model

Business model

GTM type: B2B
Offering type: Digital Commerce or Content
Cost components: Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

Display Advertising: CPM-based display advertising with various standard and non-standard formats including Medium Rectangle, Leaderboard, Billboard, Parallax, Interstitial, Video formats, and more. Pricing ranges from 7€ to 30€ CPM depending on format and targeting options.
Native Content Advertising: Native advertising including PR publications, product topics with polls, discussions with giveaways, expert consultation topics, product sampling with reviews, and influencer reviews. Prices range from 620€ to 1,800€+ with guaranteed impressions ranging from 300,000 to 400,000.
Brand Sentiment Analysis: Analytics service providing structured analysis of consumer sentiment in the platform. Delivered in formats including Brand Sentiment Snapshot, detailed reports, competitive perception maps, and quote banks with executive summaries.
Survey/Research Services: Survey and research services for advertisers to study consumer attitudes toward brands, products, and services with minimum 300 respondents.
Programmatic Advertising: Programmatic purchasing of standard and video advertising through direct deal technology, based on negotiated net prices and volumes.

Pricing tiers

Model	Billing	Price
Other	Pay-as-you-go	Standard Display Formats
Other	Pay-as-you-go	Non-Standard Display Formats
Other	Pay-as-you-go	Video Formats
Other	Pay-as-you-go	Native Content Packages

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

NEG product offering

Product offering

Core offering

NEG.BG develops and operates BG-Mamma, Bulgaria's largest online community platform with nearly two million monthly unique visitors, monetised through display advertising, native advertising campaigns (PR topics, expert consultations, product sampling, giveaways, influencer reviews), programmatic ad inventory, AI-powered brand sentiment analysis, and survey-based consumer research services sold to brand advertisers and agencies in Bulgaria.

Differentiator

Problem solved

Functional benefit

Products and services

BG-Mamma online community platform
Display Advertising
Native Advertising Non-intrusive advertising integrated into BG-Mamma content, including topics with traffic to client sites, forum topics with giveaways, expert consultation topics, influencer reviews, and product sampling campaigns. Packages include PR publication (620€ / 300K impressions), product topic with poll (810€ / 400K), topic with discussion and giveaway (1,380€ / 400K), editorial/advertorial (850€ / 400K), and topic with site traffic (1,800€ / 400K).
BG-Mamma Brand Sentiment AI-powered consumer sentiment analysis service for brands operating on the BG-Mamma platform. Combines NLP processing of large user-generated text corpora (reviews, comments, discussions) with human expert verification to deliver brand perception analysis, purchase motivation insights, competitive benchmarking, and advertising message optimisation. Delivered as Brand Sentiment Snapshots, detailed reports, competitive perception maps, and quote banks with executive summaries.
Recurring Annual Projects (seasonal campaigns) Annual advertising campaigns aligned to seasonal moments (Easter, Back to School, Christmas), plus year-round programs such as 'Specialists Speak' (free online consultations) and a New Year fortune game, allowing brands to position themselves inside seasonally relevant, user-useful content on BG-Mamma.
30-Day Health Restart Challenge A 30-day branded campaign on BG-Mamma that motivates users to take small, sustainable steps toward a healthier lifestyle. Participants receive daily challenges or tips on movement, nutrition, mental wellbeing, immunity, and self-care, and share progress in a dedicated forum topic for advertiser engagement.
Survey and Research Services Survey-based consumer research service enabling advertisers to study consumer attitudes toward brands, products, and services using the BG-Mamma user base, with a minimum of 300 respondents per study and guaranteed impression campaigns tied to survey distribution.

Quantifiable outcome

77% of users are strongly or very strongly influenced in purchase decisions by BG-Mamma content
+3 more outcomes

Companies that use NEG

Customer profile

Named customers11 records

Segments2 records

Ideal customer profiles2 records

NEG technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

NEG partnerships and signals

Strategic signal

Partnerships

Six partnerships are on record, tiered core and minor.

Foundation "I Can Achieve" (Сам постигам)coreGTM or Marketing Partner · 1 April 2026Media partnership with the Foundation 'I Can Achieve' founded by Ralitsa Kolarova. BG-Mamma officially supports their efforts to provide complete information for children who have lost one or both parents. The foundation's founder joined BG-Mamma as a user with Digital Storyteller rank and answers questions from interested users.
MarmotminorOthersPartner brand listed on NEG website with logo display, representing outdoor/winter clothing brand.
NeterraminorOthersTelecommunications and IT infrastructure partner listed on NEG website.
Parent AcademyminorOthersEducational platform for parents partnership, aligning with BG-Mamma's family-oriented audience.
TimeheroesminorOthersVolunteering and social impact platform partnership.
Innovation AcceleratorminorStrategic or Co-development PartnerInnovation support program partnership helping drive innovation initiatives.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

NEG competitors and assessment

Company assessment

Broad incumbents

24chasa.bg: Major Bulgarian news portal with large display and native advertising inventory. Competes for the same Bulgarian brand-advertiser budgets but operates broad news rather than community.
Dnevnik.bg: One of Bulgaria's largest online news portals, selling display and branded content to the same Bulgarian advertiser set as NEG.BG. Bulgarian-market incumbent with overlapping ad inventory.

Direct peers

Quora: Q&A community platform that sells native ad placements and brand-friendly content formats to drive purchase decisions. Comparable in user-trust-driven monetization and topic-based segmentation.
Reddit: Community forum platform that monetizes via advertising (display, native, promoted posts) on user-generated discussions. Closest large-scale functional analog to BG-Mamma's community-led advertising model.

Regional players

Pikabu: Large Russian-language community platform monetized through advertising on user-generated stories. Comparable long-form community UGC + ad-supported model in Eastern Europe.
Wykop.pl: Poland's largest community-driven forum platform with display and native advertising. Closest geographic and linguistic analog to BG-Mamma in a neighboring Central European market.
Edra.bg / Edna.bg: Bulgarian lifestyle-oriented online media platform with display advertising and branded content for women and family audiences. Closest demographic competitor in the Bulgarian market.

Emerging players

Medium: User-content publishing platform with a partner/audience-network ad model. Partial overlap on long-form content monetization and SEO-led traffic value to advertisers.
MamaNatural / BabyCenter (Bulgarian market presence): Global parenting-content networks that monetize engaged parent audiences through advertising and brand partnerships. Comparable niche-vertical, mom-targeted online audience monetization.
Disqus: Community commenting and audience infrastructure that monetizes audiences via display advertising. Adjacent technology and audience-monetization model for community engagement.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

NEG compliance and trust

Trust signal

Compliance2 records

NEG financial estimates

Financial estimate

Revenue estimate

Valuation estimate

NEG leadership team

Management profile

Number of profiles

Profiles6 records

NEG funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

NEG M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about NEG

What does NEG do?

Is NEG a public or private company?

NEG is a private company. It is classified as unknown and is currently operating.

When was NEG founded?

NEG was founded in 2002. It employs 11 to 50 people.

Where is NEG based?

NEG is headquartered in Sofia, Bulgaria, in the Europe region.

How does NEG make money?

Five revenue lines are on record. Display Advertising is the primary driver. The others are native Content Advertising, brand Sentiment Analysis, survey/Research Services and programmatic Advertising.

Who are NEG's main competitors?

Broad incumbents on record are 24chasa.bg and Dnevnik.bg. Direct peers are Quora and Reddit. Regional players are Pikabu, Wykop.pl and Edra.bg / Edna.bg. Emerging players are Medium, MamaNatural / BabyCenter (Bulgarian market presence) and Disqus.

Does NEG have an API?

No public API is recorded for NEG.

What industry is NEG in?

NEG's product category is Online Community Advertising. Its primary akta.pro industry code is BPAFAFAG, Personalization, Testing & Conversion Rate Optimization (CRO), with a secondary code of HDAAAGAJ, B2B SaaS & Enterprise Personalization (CRM, Sales, Support). Its NAICS code is 541810 and its SIC code is 7311.