Exclusive: Brands To Medias Named Reworld Media’s Exclusive Social Publishing Partner

Reworld Media, France’s leading thematic media group, has entered into an exclusive partnership with Brands To Medias to roll out its social publishing offering—specifically targeting independent agencies and long-tail advertisers. A win-win collaboration that aims to reshape how media and advertisers connect on social platforms.

The deal formalizes Reworld Media’s alliance with Brands To Medias to scale its Social Publishing model—a practice that allows brands to run advertising campaigns directly from a media outlet’s social accounts. Think: an Instagram post from Auto Plus promoting the latest vehicle from a car manufacturer.

For publishers, the benefits are twofold: monetizing their massive social audiences—currently underexploited—and capitalizing on the booming social ads market, which represents nearly €3 billion in annual spending in France.

On the advertiser side, the appeal is clear: by leveraging the credibility of trusted media brands, campaigns see significantly higher performance. Brands To Medias reports that ROAS (Return on Ad Spend) for trusted social campaigns is 1.5 to 3 times greater than that of standard social campaigns.

Reworld Media has been active in this space for several years, initially partnering with Mediads before bringing operations in-house under its Social Playground division, launched in April 2024.

This new partnership is designed to accelerate commercial deployment. While Social Playground retains exclusive access to the Big Six agency groups (GroupM, Havas, Publicis, Dentsu, IPG, OMG) and major brands, Brands To Medias becomes the sole representative—on commission—for titles like Grazia, Aufeminin, and Melty among independent agencies and long-tail advertisers.

The collaboration also aims to streamline campaign operations. Even advertisers managed directly by Reworld Media will now be able to use Brands To Medias’ Media Business Manager platform to configure their campaigns. “This tool simplifies the creative approval process by centralizing everything in one place—no more back-and-forth email chains,” explains Hocine Sadki, co-founder of Brands To Medias. The same logic applies to campaign tracking and operational follow-up.

In scenarios where Brands To Medias brings in the advertiser, it earns a share of the media’s social ad revenue. When used as a white-label platform, it charges a flat fee.

Reworld Media’s decision to grant exclusivity to a single partner is also a strategic move to preserve the value of its inventory. Opening the door to multiple providers could have sparked a price war, ultimately benefiting no one—a lesson drawn from the earlier competition between native content providers like Outbrain, Taboola, and Ligatus.

“We’re also in discussions with some media agencies for deeper collaborations,” Sadki hints, without disclosing specifics. 

The goal? To industrialize the model—and position Brands To Medias as the category leader. “The more diverse your catalog, the more attractive you are to buyers,” says Sadki. “This partnership with Reworld Media gives us access to highly qualified, engaged audiences across verticals like health, lifestyle, automotive, and tech.”

Today, Brands To Medias claims to work with nearly 150 media brands, including major groups like Reworld Media, Webedia, and Netmedia Group.