El Español Elevates Video Revenue with EX.CO’s Machine Learning Yield Engine
Goal
Spain’s leading digital news outlet, El Español, sought a transparent and flexible video monetization solution to replace a fragmented setup that limited yield and control. The goal was to unify video across all subdomains, enhance engagement with contextual relevance, and unlock new revenue through smarter automation.
Results by the numbers
RPM increase*
ad impression growth
*Based on July through September 2025
As the #1 digital news publisher in Spain, El Español commands a massive online presence: in August 2025 alone, it reached 26.85 million unique visitors across all platforms, solidifying its position atop Comscore’s rankings. The publisher has held the top spot as Spain’s most-read digital general newspaper for over 22 consecutive months, with GfK DAM metrics showing it gathers over 20 million unique users monthly and averages more than 3.5 million daily visitors. What was once a niche digital news startup has now become Spain’s standard bearer for scale, editorial reach, and reader influence.
Working with EX.CO has given us a smarter, more transparent way to manage video monetization. Their machine learning-driven yield engine and contextual video recommendations have delivered clear results, but what really stands out is the partnership; the ongoing collaboration and support have made the entire process smooth and effective.
The Challenge
Despite its dominant market position, El Español’s existing video setup was limited to select articles and lacked optimization. The fragmented approach made it difficult to scale video content across properties, manage yield effectively, and ensure ads aligned contextually with editorial tone. The team needed a partner that could simplify operations, improve performance, and maximize revenue—without losing visibility or control over monetization levers.
The Solution
El Español partnered with EX.CO to deploy a unified, full-stack video solution across its entire network. The integration featured EX.CO’s machine learning-driven yield engine, which automatically optimized demand to boost RPMs without manual intervention, and contextual video recommendations powered by large language models (LLMs) that surfaced the most relevant videos for every article. This combination helped increase engagement while maintaining editorial integrity. By giving the publisher full transparency and control over monetization decisions, EX.CO ensured that revenue optimization and user experience worked hand in hand. The lightweight player and simple integration made it easy for El Español to roll out EX.CO’s technology across multiple subdomains quickly—without compromising site speed or viewability.
The Result
Within just three months, El Español achieved measurable, sustained growth across all major performance metrics. RPMs increased by 23%, reflecting stronger yield optimization driven by machine learning, supported by improved user engagement and higher viewability. At the same time, impressions grew by nearly 50% as EX.CO’s solution enabled video expansion across every subdomain and article type. The results underscored EX.CO’s ability to transform a previously under-optimized video strategy into a unified revenue engine for Spain’s top publisher.
Key Takeaways
Machine learning delivers measurable impact, as EX.CO’s yield engine boosted RPMs by 23% within just one quarter.
Contextual video drives engagement and transparency — Relevance led to higher viewability and stronger advertiser performance.
Partnership powers progress — Weekly collaboration between El Español and EX.CO ensured fast optimization, hands-on support, and long-term trust.
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