EX.CO is an AI-driven online video platform originally launched as Playbuzz in 2012 and rebranded in 2019. Headquartered in Tel Aviv, it helps digital publishers increase advertising revenue and user engagement through advanced video tools, including a customizable video player, AI-based content recommendations, real-time yield optimization, and a robust video CMS. It supports CTV, DOOH, and livestreaming, with features such as analytics dashboards and API access. Trusted by top media brands like News Corp, CBS, and HuffPost, EX.CO delivers significantly higher engagement and monetization performance. The company has also expanded through acquisitions and continues to be recognized for its innovation in digital video technology.
Services Offer by EX.CO
A structured summary of the services offered by EX.CO:
Monetization Services
EX.CO provides a comprehensive suite of monetization tools tailored for publishers and content platforms:
• Apps Ad Monetization & Optimization: Solutions to maximize revenue from in-app ad inventory through intelligent targeting and optimization.
• Website Ad Monetization & Optimization: Tools and strategies to boost earnings from website traffic, including layout optimization and demand management.
• Video Ad Monetization & Optimization: Monetize video content efficiently with real-time performance insights and yield management.
• Direct Deals & Sales: Enables publishers to manage and execute high-value, direct-sold campaigns.
• Programmatic Direct: Facilitates programmatic guaranteed and preferred deals, blending automation with premium inventory control.
• Real-Time Bidding (RTB): Supports open auctions and header bidding to drive competitive CPMs from multiple demand sources.
• Technical Support: Dedicated support to ensure smooth integration, troubleshooting, and ongoing performance optimization.
Complementary Services
Beyond monetization, EX.CO offers tools that enhance content distribution, management, and performance:
• AMP (Accelerated Mobile Pages): Enhances mobile experiences with faster-loading, monetized AMP video units.
• Content Licensing: Access to curated video libraries from premium publishers to enhance content offerings.
• Content Management System (CMS): A powerful CMS for organizing, publishing, and managing video assets.
• Video Player Provider: Fully customizable, lightweight, and high-performance video player adaptable to any site or app.
Key Offerings by EX.CO
A detailed overview of EX.CO’s key offerings, grouped into its core pillars:
1. Video Monetization & Optimization
EX.CO specializes in helping publishers and media platforms turn video views into revenue through intelligent monetization strategies:
• Video Ad Monetization & Yield Optimization
EX.CO’s AI-powered yield engine continuously analyzes performance data to optimize ad delivery and revenue in real-time. It supports various video ad formats (pre-roll, mid-roll, outstream) and adjusts pricing dynamically based on user engagement and traffic sources.
• Real-Time Bidding (RTB)
Open access to premium demand sources via a real-time bidding platform ensures that each ad impression is sold at the highest possible rate. Header bidding is supported to maximize competition among ad buyers.
• Direct Sales & Programmatic Direct
Publishers can manage direct-sold campaigns, including Programmatic Guaranteed and Preferred Deals, with the ability to control pricing, frequency, and targeting. This combines the value of premium deals with the efficiency of automation.
• App & Website Ad Monetization
EX.CO provides SDKs and tools tailored for both mobile apps and websites to ensure optimal ad placements and maximum fill rates across platforms.
2. Content & Video Experience
EX.CO doesn’t just monetize video — it also enhances how it’s delivered and experienced:
• Custom Video Player
A lightweight, fully customizable HTML5 video player that supports adaptive streaming (HLS, DASH), ad integration (VAST/VPAID), autoplay, sticky mode, vertical videos, and more. Designed for high performance on web, AMP, and CTV.
• Content Management System (CMS)
An intuitive, publisher-friendly CMS for organizing, managing, and publishing videos across multiple channels. Includes metadata tagging, playlist creation, scheduling, and bulk uploading.
• Content Licensing Marketplace
Access to a wide range of licensed, premium video content via EX.CO’s marketplace, enabling publishers to supplement their editorial video with curated third-party content for better engagement and monetization.
• Livestreaming Support
Publishers can stream live content using HLS, RTMP, or RTP, and integrate with live ad insertion capabilities for real-time monetization.
3. AI & Personalization
One of EX.CO’s strongest differentiators is its use of artificial intelligence to drive user engagement:
• AI-Powered Content Recommendations
EX.CO uses LLMs and machine learning algorithms to serve contextually relevant video recommendations based on article content, user behavior, location, and more — increasing session duration and ad impressions.
• Smart Playlists & Personalization
Dynamic playlists are generated based on user preferences, traffic trends, and content tags. Personalization boosts engagement rates by ensuring users see videos most relevant to them.
• Behavioral & Contextual Targeting
The platform can segment audiences based on real-time behaviors and serve ads or content accordingly, enhancing ad relevance and viewer satisfaction.
4. Technical & Platform Services
EX.CO ensures performance, speed, and compliance across all deployments:
• AMP Video Integration
Provides optimized video solutions for Google AMP, enabling lightning-fast mobile page load speeds with full monetization capabilities.
• Seamless Integration
Easy-to-integrate SDKs, APIs, and plug-ins for CMSs like WordPress, Drupal, and headless environments.
• Analytics Dashboard
Real-time, visual analytics for tracking video performance, user engagement, revenue, and demand source breakdowns. Custom reports and API access are included.
• Dedicated Technical Support
Global support team ensures smooth onboarding, ongoing optimization, and rapid troubleshooting. Assistance available across multiple time zones.
5. Strategic Partnerships & Scale
• Global Publisher Network
Trusted by leading brands like CBS, HuffPost, News Corp UK, Nasdaq, and Sky News. Used by over 1,000 publishers worldwide with over 30 million monthly video loads.
• Demand-Agnostic Setup
EX.CO supports open-market demand, direct integrations, and curated premium demand partners — allowing publishers to maintain control and flexibility.
Benefits of EX.CO
A clear breakdown of the Benefits of EX.CO as a video monetization and engagement platform:
1. All-in-One Platform
• Offers a full suite: video player, CMS, ad server, AI recommendations, and yield engine — reducing the need for multiple vendors.
2. High Revenue Optimization
• Real-time bidding, direct sales support, and programmatic deals deliver maximum ad yield and RPM uplift.
3. AI-Driven Content Personalization
• Machine learning algorithms and contextual analysis significantly boost user engagement, dwell time, and click-through rates.
4. Customizable & Lightweight Video Player
• Fast, responsive player that supports sticky video, autoplay, vertical formats, and AMP — ensuring better UX across devices.
5. Flexible Integration
• Easy to integrate via APIs, SDKs, and plugins with popular CMS platforms, e.g. WordPress, Drupal.
6. Content Licensing Marketplace
• Gives access to premium third-party video content, reducing production costs for publishers.
7. Excellent Support & Analytics
• Offers global technical support, real-time dashboards, and API access for deep performance insights.
Downsides of EX.CO
A clear breakdown of the Downsides of EX.CO as a video monetization and engagement platform:
1. Not Ideal for Small Publishers
• More suited for medium-to-large media companies due to platform complexity, customization needs, and pricing scale.
2. Learning Curve
• Rich in features, which may require onboarding time for teams unfamiliar with ad tech, yield optimization, or AI workflows.
3. Dependence on Video Strategy
• Publishers without a consistent or large volume of video content may not fully leverage the platform’s strengths.
4. Cost Structure (Variable)
• Pricing may be premium compared to simpler players or free solutions, especially when using AI, RTB, and licensing tools.
5. Occasional Demand Integration Issues
• Some users report occasional hiccups when integrating third-party demand sources or updating monetization settings.
EX.CO is Best For
The clear details of who EX.CO is best for:
Digital Publishers & Media Companies
• Ideal for large-scale news sites, entertainment portals, and content networks that rely heavily on video engagement and monetization.
OTT & CTV Platforms
• EX.CO supports connected TV (CTV) and digital-out-of-home (DOOH) environments, making it great for broadcasters and streaming platforms.
App-Based Content Providers
• App developers and mobile-focused publishers benefit from EX.CO’s app ad monetization SDKs and optimization tools.
Data-Driven Marketing & Content Teams
• Teams focused on AI-driven personalization, audience targeting, and advanced analytics will find EX.CO’s features highly effective.
Publishers with Direct Sales Teams
• Companies that manage direct ad deals can fully leverage EX.CO’s support for programmatic direct and real-time yield management.
Conclusion
EX.CO is a robust, AI-powered video platform designed to help publishers and content-driven businesses maximize revenue, engagement, and control over their video strategy. With its all-in-one suite — including advanced monetization tools, personalized content recommendations, a customizable video player, and real-time analytics — it empowers medium to large publishers to streamline video operations and drive performance across web, mobile, and CTV. While it may not be ideal for smaller sites with minimal video content, EX.CO excels for organizations looking to scale video monetization with smart technology and enterprise-grade flexibility.
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