How Medialab unlocked new monetization frontiers with Tappx

An overview

Medialab, a digital media powerhouse known for acquiring and scaling premium content platforms, partnered with Tappx to enhance monetization for one of its leading domains and apps. In a constantly shifting programmatic landscape, the collaboration focused on maximizing yield across global traffic segments—without compromising user experience, performance, or content integrity.

The challenge

Goal:
Drive scalable ad revenue across Medialab’s digital properties by leveraging programmatic monetization that adapts to diverse global audiences.

Challenge:
Medialab needed a flexible, high-performing monetization partner capable of delivering tailored strategies for both web and app inventory. The key priorities were:

• Continuously improving KPIs across formats (Display and Video)
• Optimizing yield in tier-1 markets
• Preserving editorial layout and site speed

The solution

Customized Monetization Strategy for Web & App
Tappx developed a bespoke monetization approach designed to support Medialab’s performance and editorial priorities. Key solutions included:

• Lightweight, high-impact ad placements optimized for both user experience and revenue
• Yield management tactics tailored to Medialab’s global traffic distribution
• Real-time analytics and on-time optimization to fine-tune performance and maximize eCPMs
• Balanced monetization across video and display formats

This approach allowed Medialab to scale revenue without slowing performance or disrupting the content flow.

The results

Within the first quarter of implementation, Medialab recorded strong gains across monetization metrics. The strategy delivered:

• 109%+ increase in ad revenue across desktop and mobile platforms (Q2 vs Q3 2024)
• Higher eCPMs across tier-1 markets, particularly the US, Canada, and UK
• Improved KPIs for both video and display monetization
• A scalable model now being explored across additional properties in the Medialab portfolio.
• Tappx consistently drives 2% of total monthly revenue via ORTB. Through TAM, it delivers a remarkable 10% of all revenue.

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“We integrated Tappx across our web and in-app inventory and have been highly satisfied with the results. Tappx provided a seamless onboarding experience, supported by comprehensive documentation and responsive technical assistance. Their platform demonstrated reliable performance and robust compatibility across environments, allowing us to efficiently expand our monetization in key regions and on multiple brands.

Throughout our partnership, Tappx stood out for proactive communication, transparent reporting, and flexibility in integration. Their team's collaborative approach made troubleshooting and account setup straightforward, and we consistently benefited from strong support and clear performance insights.

Tappx has proven to be a dependable and growth-oriented partner, contributing measurable value to our programmatic strategy. We look forward to building on this solid foundation and deepening our collaboration in the future”.

Director Ad Operations at Medialab

Julian Salinas

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