Case Study: Thought Catalog achieves higher programmatic video revenue while preserving user experience with Taboola

Thought Catalog - Customer Case Study

Thought Catalog, a millennial‑focused publisher reaching over 30 million monthly uniques, spoke with Taboola about the challenge of scaling video monetization without degrading user experience. Their priorities are strict controls on video ads—muted by default, small file sizes to avoid slow page loads, and tight frequency caps—and the tension between maximizing programmatic yield and protecting the value of direct-sold packages given limited time and resources.

Their approach combines UX-first ad rules (auto‑muted video, optimized file sizes, and limited video frequency) with a sales strategy that reserves inventory for direct clients and sells bundled native content plus guaranteed banner media. Programmatic has increased the value of remnant inventory and opened the possibility of selling more impressions, while Thought Catalog is preparing for a unified auction model as the next step to better align price and demand without sacrificing user experience.

Thought Catalog

Cristina Calderin

Thought Catalog