Daily Dot Increases Revenue with Primis AMP Player

Primis is a video discovery platform that powers a contextual engine and customizable player to help publishers deliver relevant video content at scale. With a reach of over 450 million monthly users across 200+ publishers, Primis enables smarter content experiences that drive both engagement and revenue.

Rather than treating monetization as a standalone goal, Primis builds its solutions around long-term value. That means creating revenue opportunities that work in harmony with user experience, not at its expense.

Ultimate Guitar (UG) is one of the world’s leading platforms for guitar, bass, and ukulele players, offering a vast library of user-generated tabs, chords, and lyrics. Serving millions of users globally, UG combines community-driven content with tools like interactive tab players and mobile apps to support music learning, practice, and performance.

Following the 2024 integration of a float player on the mobile platform, UG recorded a 51% year-over-year increase in RPM. The solution improved viewability without compromising product integrity and marked a turning point in UG’s approach to monetization. It showed that revenue growth can be achieved without sacrificing the user experience.

What stood out most about working with Primis was their ability to deliver results without disrupting the product experience. The float unit struck the right balance between monetization and usability"

Alexander Danchenko,
Head of Advertising
Ultimate Guitar

Strategic Approach

The partnership between Primis and Ultimate Guitar (UG) began with an initial desktop integration during the company’s early days, when it operated under the name Sekindo. As the relationship evolved, Primis continued to explore new ways to grow UG’s video revenue while preserving the platform’s intuitive and uninterrupted experience. One key area of focus was mobile, which consistently delivered high engagement, but monetization had remained limited to avoid disrupting the user journey. Primis identified an opportunity to unlock greater value from this traffic without compromising platform functionality or flow.

Before full rollout, Primis and UG conducted A/B testing to ensure a seamless integration. The process began with users active on the site for over 60 days, followed by a second phase targeting newer users (less than 60 days) considered at higher risk of disengagement. This two-step approach allowed UG to validate that the unit did not disrupt user experience and functioned smoothly across audience segments.

In 2024, Primis introduced UG to its float unit, a non-intrusive video format designed to improve viewability while maintaining uninterrupted interaction. The unit incorporates contextual relevance by serving videos aligned with user interests, further enhancing the experience and fitting seamlessly into the user journey. Integrated into UG’s mobile platform, the format aligned naturally with the expectations of an active audience that relies on consistent access to tools and tabs.

The rollout proved to be a key turning point. UG worked closely with the Primis Publisher Success team, which provided performance analysis, strategic guidance, and technical support. As a result, UG recorded measurable improvements in RPM, viewability duration, and video fill rate.

Challenges

Ultimate Guitar had strong engagement and traffic across platforms, but mobile monetization remained underdeveloped. Traditional ad formats risked compromising the platform experience, especially for musicians interacting with tabs and tools in real time. This concern led UG to initially hesitate in introducing a video player on mobile, placing long-term user trust ahead of short-term revenue gains.
Primis understood that instinct and approached the partnership with the same philosophy, prioritizing the balance between monetization and experience. That alignment became the foundation of their work together: a publisher committed to protecting its audience, and a platform able to tailor a solution that respected it.
Therefore, the challenge was clear: introduce video monetization in a way that supported growth without disrupting the user journey or compromising audience trust.

Conclusion

This evolution demonstrates how strategic foresight and collaborative execution can unlock meaningful performance gains. For UG, mobile was already a highly engaged environment, but monetization had been intentionally limited to protect the user experience. The 2024 integration of the Primis float unit changed that, proving that the right format and partnership can generate substantial revenue growth without compromising product integrity. The results laid a strong foundation for ongoing monetization success.

How Ultimate Guitar Boosted RPM and Viewability Without Compromising UX

Strategic Approach

Challenges

Results

Conclusion

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