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In digital publishing, your articles are your product. But not all content performs equally when it comes to monetization. Some articles are fully optimized with engaging video, strong RPMs, and long session durations. Others—despite high traffic or evergreen relevance—are left untouched by video altogether.
This gap is costing publishers a lot more than they realize.
Most publishing teams still treat video as a layer they might add to priority articles or homepage features. But what if every single article on your site could become a revenue engine—without adding manual work or slowing down your team?
With the right infrastructure, every page becomes a scalable, self-sustaining content-to-cash funnel.
What is 100% video coverage—and why does it matter?
One hundred percent video coverage means embedding relevant, monetizable video across every article on your site—automatically. No tagging. No manual selection. Just real-time contextual matching that does the heavy lifting for you.
Here’s why that matters:
- Video ads command 3–5x higher CPMs than display
- Embedding video across your full archive multiplies monetizable inventory
- Relevant video improves play rate, completion rate, and time on site
- Greater engagement → better viewability → stronger demand partner performance
- And most importantly: more video = more revenue
In short, every article that’s missing video is leaving money on the table. And if your current site-wide coverage is below 80%—you’re underperforming.
The funnel in action: from article to revenue in 5 steps
Let’s break down how modern publishers are transforming their content operations into full-scale video monetization engines using EX.CO’s contextual tools:
Step 1: Audit your video coverage
Before you scale up, take stock of where you are. Most publishers overestimate their video presence—thinking they’ve got coverage across most of their content, when in reality, a large portion of articles (especially older or long-tail content) sit idle.
Questions to ask:
- What % of your live articles include embedded video?
- Are high-traffic evergreen pieces video-enabled?
- Are different content verticals getting equal video attention?
The gap between what’s live and what’s monetized is often wider than you think.
Step 2: Plug in your video sources
You don’t need to launch a studio or start from scratch to achieve 100% video coverage.
Most publishers already have assets:
- MRSS feeds from past content
- A YouTube library
- Partner-created or syndicated video
- EX.CO’s content marketplace offers high-quality video from premium sources that publishers can easily tap into
With the right platform, these sources are ingested and activated automatically—ready for real-time matching and deployment.
Step 3: Contextual matching and metadata indexing
This is where EX.CO’s technology shines. By using large language models (LLMs), our contextual video recommendation engine indexes every article for topic, tone, keyword density, and semantic meaning. It then matches that to videos—indexed frame-by-frame—based on over 50 contextual signals.
No manual tagging.
No editorial scheduling.
No rules-based playlists.
Just machine learning that ensures every article surfaces a relevant, high-quality video clip that complements the content and drives engagement.
Step 4: Deploy at scale without dev dependency
Once video content and contextual matching are in place, the player can be deployed automatically across your site—through dynamic templates, CMS tags, or site-wide logic.
EX.CO’s lightweight player adjusts to layout, device, and user context—ensuring fast load times and seamless UX across desktop, mobile, and AMP environments.
You’ll go from limited, selective video embedding to 100% coverage across your entire article base—including new posts, trending stories, and evergreen archive content.
Step 5: Optimize for yield, not just coverage
Just adding video isn’t enough. To maximize revenue, you need to optimize the demand layer too—and that’s where EX.CO’s machine learning-driven yield engine makes the biggest difference.
Our system dynamically adjusts:
- Auction logic and bid routing
- Price floor strategies
- Ad format prioritization (pre-roll, mid-roll, overlays)
- Session-based performance models
The result? Every impression is monetized based on real-time market conditions, content category, geography, and demand availability.
Why demand strategy is just as important as context
Too often, publishers focus solely on player tech or coverage strategy—but overlook the quality and diversity of demand sources that actually determine fill rate and CPMs.
A healthy video monetization strategy includes:
- Direct-sold campaigns that deliver premium CPMs and guaranteed demand
- Programmatic demand from trusted SSPs that provide scale and real-time competition
EX.CO’s platform is designed to support both—giving you control over how inventory is routed, prioritized, and optimized. Our yield engine chooses the best buyer for every impression, while surfacing contextual signals that make your supply more attractive to high-quality demand partners.
Ask yourself:
- Are your auctions deep enough to drive true value?
- Are your top-performing videos routed to your highest-paying partners?
- Is your demand mix flexible, diversified, and responsive to your audience trends?
If not, you’re not maximizing the potential of your inventory—even if coverage is high.
TL;DR: Turn every article into a revenue driver—today
Your content is already valuable. But with contextual video and smart monetization, every article can become a high-performing, high-yielding asset.
✅ Contextual video matching
✅ 100% automated coverage
✅ AI-powered monetization
✅ Direct + programmatic demand
✅ Seamless integration and zero editorial lift
If your current video setup only covers part of your content—or relies on manual effort—you’re not seeing what’s possible.
Want to know how much revenue you’re missing? Submit your information below to chat with one of our video experts.