Glance builds a video strategy from scratch — and grows YoY run rate by 7 figures
Goal
To build a brand-new video strategy from the ground up, introduce video monetization for the first time on Glance’s AI-powered content surface – and unlock a scalable, high-performing revenue stream built on Glance’s reach and user intelligence.
Results by the numbers
Player load growth (launch through month 11)
Peak net revenue lift for the slot
YoY run rate (annualized)
Glance is the world’s first intelligent shopping agent reaching hundreds of millions of users across high-growth global markets. Powered by a deep personalization engine, Glance surfaces content, utility, and commerce experiences tailored to each user – delivering a curated, intelligent feed that meets users in their most natural mobile moments – lockscreen being the most powerful, at-scale surface.
EX.CO gave us the foundation to build a video strategy we didn’t have before. From day one, their platform made it seamless to bring video into our news experience — and the revenue results have exceeded our expectations. What set EX.CO apart was that they showed up as a true partner, not just a vendor. They worked hand-in-hand with us to create the best possible experience for our end users — and that collaboration made all the difference.
The Challenge
Before EX.CO, Glance’s content experience — rich in editorial and visual discovery — had no mechanism to serve or monetize video at scale, and no OVP to build on.
The challenge was multi-layered. Glance needed a video solution that could operate within the constraints of a mobile web–first environment — fast-loading, unobtrusive, and capable of generating meaningful programmatic revenue without degrading the reader experience. And critically, Glance didn’t produce its own video content. Any partner would need to supply not just the player and monetization infrastructure, but the video content itself — matched contextually to news articles across a wide range of topics.
The Solution
Glance selected EX.CO as its primary online video platform (OVP), integrating EX.CO’s lightweight video player and content library directly into its mobile web news pages.
Since Glance only had some video content from publishers, EX.CO’s robust content marketplace filled the gap entirely — surfacing relevant, contextually matched video from top-tier sources alongside news articles. Every video placement aligned with the article it accompanied, giving advertisers brand-safe, high-quality inventory with no editorial lift required on Glance’s side.
EX.CO’s machine learning-driven yield engine optimized programmatic revenue automatically, while the contextual recommendation engine ensured relevance at every placement. The integration was purpose-built for Glance’s mobile-web environment, ensuring efficient load performance on mobile devices and a seamless user experience consistent with Glance’s content-first design.
The partnership launched in May 2025 and reached full velocity by September 2025 — at which point video became a primary, growing contributor to Glance’s advertising revenue.
The Result
The results were immediate and transformative. Player loads grew by 540% from launch through month eleven — a reflection of both the scale of Glance’s audience and EX.CO’s ability to deliver a reliable, high-performing video experience at volume.
Net revenue climbed by 15% from launch through peak performance in December 2025 — demonstrating strong and sustained programmatic demand for Glance’s mobile news inventory. The partnership has since delivered a 7-figure annualized revenue run rate — a revenue stream that simply did not exist before EX.CO.
With a dedicated video page in development and planned expansion into additional verticals and geographies, the partnership is positioned to grow substantially in 2026 and beyond.
Key Takeaways
Video can be built from zero. Publishers and platforms don’t need an existing video library to launch a successful video strategy. EX.CO’s robust content marketplace and contextual recommendation engine fill the gap — matching high-quality video to editorial content automatically.
Mobile web is a premium video opportunity. Glance’s lock screen–to–news experience demonstrated that mobile web environments, paired with the right technology, generate strong RPMs and sustainable revenue at scale — even without a native app integration.
Speed to value matters. From integration to full ramp in under five months, EX.CO’s platform allowed Glance to move quickly from zero to meaningful, measurable revenue — without adding operational burden to its team.
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