Case Study: DPG Media achieves major ad and subscription revenue growth with Snowplow

How DPG Media optimizes the audience experience in real time with Snowplow

DPG Media, a leading media group operating brands such as HLN, AD, VTM Go and Nu.nl, needed to streamline its data stack to maximize the value of first‑party behavioral data, reduce reliance on third‑party sources, and enable near‑real‑time optimization of content and conversions across its growing, decentralized data teams. To achieve this, DPG Media selected Snowplow (including Snowplow Insight and customizable trackers) to deliver high‑quality, schema‑validated event data into its analytics stack.

Snowplow delivered first‑party behavioral data into DPG’s warehouse in seconds or minutes, giving teams real‑time personalization and editorial responsiveness (actions within ~60 seconds), powering a new self‑serve ad tool (Datalab), and supporting GDPR‑compliant targeting despite cookie challenges. The results: projected login rates up by at least 50%, an 80% reduction in data‑collection costs, advertising revenue on track to double over coming years, and millions of euros of additional subscription revenue—outcomes driven by Snowplow’s real‑time, flexible data pipeline.

DPG Media

Wannes Rosiers

Data and News Personalization Manager