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Observed Signal · Oct 5, 2026 · Market Signal · Source: ex.co · Impact: 3/5

DMEXCO Masterclass 2026: How Glance and EX.CO Built a 7-Figure Video Business

Executive Signal Summary

At DMEXCO 2026, Glance and EX.CO shared how Glance took video from experiment to a 7-figure run rate in under a year, without hurting display revenue. Ruth Manielevitch, VP International Revenue at EX.CO, sat down with Bharat K Pattem, Senior Manager, Ad Monetization at Glance, for a masterclass on how Glance built a video business from scratch.

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Primary Reporting: ex.co•Published: Oct 5, 2026

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On3 Deploys Mula AI Recommendations to Boost Engagement

On3, a sports publisher that reaches about 15 million unique monthly visitors and operates 70+ team fan pages, integrated a content-recommendation feed from Mula in Q3 2025 to stabilize engagement and revenue per session (RPS). Mula’s recommendation engine uses AI plus On3’s first‑party data to surface additional editorial content, ecommerce listings and vertical video across On3’s sites and via email to its 3 million readers. On3 has deployed Mula on roughly 20 sites and is evaluating mobile app and forum rollouts. Mula’s stack also includes integrations with EX.CO for video, Fanatics for team merchandise ecommerce (revenue share to On3) and RevContent for paid native listings that pay on a CPC basis. Both On3 and Mula say the system prioritizes RPS, placing ecommerce and high-engagement formats first and sending users to external publisher links when On3’s engagement window ends.

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