How do publishers monetize quizzes?

Two ways. You can serve ads between quiz questions, which gives a single article roughly 8 to 10 times the ad inventory it would otherwise carry, because each question is a new page view on the same story. Or you can hand a sponsor their own co-branded quiz, which agencies and publishers sell as a native placement.

Which ad servers work with Riddle?

Google Ad Manager and any ad server that outputs iframe or JavaScript tags. You drop the existing tag into the Ad / iFrame block, so your programmatic setup runs inside the quiz without technical reconfiguration.

Does Riddle take a cut of the ad revenue?

No. Publishers keep 100% of their ad earnings. Riddle is a subscription and takes no share of what you sell.

Can our editorial team build quizzes without developers?

Yes, and that is the point. Riddle's visual builder needs no code, and the AI Quiz Maker drafts a full quiz from an article URL in seconds. SRF's editorial teams averaged roughly two published Riddles per working day over 28 months without a development team. Branded templates mean each new quiz starts already on-brand.

Does it work with our CMS?

Yes. You copy an embed code and paste it into your CMS the same way you embed a YouTube video. It works with WordPress through a dedicated plugin, and with Webflow, Sitecore, Drupal, and any HTML page. Every Riddle can also be shared as a standalone link or QR code.

Solutions

Grow revenue with ads & sponsorships

Monetize Riddle’s quizzes and interactive content to grow and develop your business. Every question is a new ad slot, every sponsor a co-branded quiz.

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How publishers monetize a quiz with Riddle

Drop in your ad tag. Place an Ad / iFrame block at any position in any Riddle. Your programmatic setup runs inside the quiz without reconfiguration: same ad stack, better placement, because the user is mid-flow and paying attention.
Refresh between questions. Ad refresh triggers a new impression between questions, which multiplies impressions per session and gives one article 8 to 10x its usual inventory. Pre-roll or mid-quiz video ads report 95% view rates.
Sell the sponsor moment. Embed a sponsor's creative, video or landing page inside the content, or build a branded advertorial with the sponsor's logo, custom CTAs and redirects. White-label on every plan means the quiz carries the sponsor's brand, not Riddle's.
Target with your own data. Pass data layer variables such as logged-in user info, URL parameters or campaign tags into the ad slot for targeted monetization.
Report the lift. Views, starts, completions and engagement time per Riddle in the dashboard, and every interaction as an event in Google Analytics 4, Google Tag Manager or Adobe Analytics. 20 Minuten reports 20% more ad revenue from quizzes.

Formats publishers sell

The sponsored quiz. A co-branded quiz or advertorial that agencies and publishers sell as a native placement. The sponsor's logo, colors and CTA, the publisher's audience and domain.

The news quiz with ad refresh. The weekly news quiz your desk already produces, with an ad unit between questions. Each question is a new page view on the same story.

The personality quiz with a sponsor result. A shareable personality test whose result page carries the sponsor's product recommendation and CTA. The format that travels furthest on social.

The listicle or story with ad blocks. Author-driven stories and ranked lists with ad and iframe blocks between sections, for content that does not need a question.

8 to 10x ad inventory with embedded banner and video ads
20% more ad revenue from quizzes (20 Minuten)
28,000+ years of total audience time (SRF)

How Riddle can help your business today

Monetize content with embedded ads

Embed banners or video ads, and integrate your ad server into Riddle to enhance your marketing content.

Start monetizing your content

Quiz with embedded sponsor banner and ad placement options

Create sponsored content

Create sponsored content such as advertorials and custom ad campaigns with Riddle to increase conversions.

Start making sponsored content

Sponsored quiz asking which plant is missing from your garden

Hand sponsors their own quiz

Serve ads between questions, which can give a single article 8 to 10x the ad inventory, or hand a sponsor their own co-branded quiz.

Start monetizing the attention

Riddle quiz screen featuring a travel ad for Italy with a countdown timer before continuing

More time on site, more impressions

Users spend up to 57% more time on your website when they engage with Riddle content. This positively impacts your SEO score and brings more opportunities to monetize content.

Start increasing time on site

Quiz analytics showing 57% more time on site for engaged users

Built in minutes, not sprints

Draft it from the story you just wrote. Paste the article URL into the AI Quiz Maker and it drafts questions, answers, and results in seconds, ready to edit. Or start from a branded template your team saved earlier. Newsrooms working in Claude can even build it through the Riddle MCP server, in the same chat where the story is written.
Keep it on-brand without a designer. Every Riddle is white-label on every plan: your fonts, colors, and logo, with a CSS editor for the rest. Save the result as a template so the next quiz starts already branded.
Publish it inside the article. Copy the embed code and paste it into your CMS the same way you embed a YouTube video. It works in WordPress (with a dedicated plugin), Webflow, Sitecore, Drupal, and any HTML page.

What our clients say

Riddle saves Tate time and money. Our Producers can use Riddle to create a steady stream of interactive quizzes for our audience, freeing up our developers to work on bigger projects.

We were looking for ways to increase engagement with our audience and we decided to work with Riddle. Our content team love Riddle and our quizzes are getting 35% more page views and 40% more time on site after the first month.

Insights & guides

How 20 Minuten turns quizzes into 20% more ad revenue

28,000 years of dwell time: how SRF turned scrollers into participants

Publisher revenue from interactive content: 6 strategies that work

How do publishers monetize quizzes?

Two ways. You can serve ads between quiz questions, which gives a single article roughly 8 to 10 times the ad inventory it would otherwise carry, because each question is a new page view on the same story. Or you can hand a sponsor their own co-branded quiz, which agencies and publishers sell as a native placement.

Which ad servers work with Riddle?

Google Ad Manager and any ad server that outputs iframe or JavaScript tags. You drop the existing tag into the Ad / iFrame block, so your programmatic setup runs inside the quiz without technical reconfiguration.

Does Riddle take a cut of the ad revenue?

No. Publishers keep 100% of their ad earnings. Riddle is a subscription and takes no share of what you sell.

Can our editorial team build quizzes without developers?

Yes, and that is the point. Riddle's visual builder needs no code, and the AI Quiz Maker drafts a full quiz from an article URL in seconds. SRF's editorial teams averaged roughly two published Riddles per working day over 28 months without a development team. Branded templates mean each new quiz starts already on-brand.

Does it work with our CMS?

Yes. You copy an embed code and paste it into your CMS the same way you embed a YouTube video. It works with WordPress through a dedicated plugin, and with Webflow, Sitecore, Drupal, and any HTML page. Every Riddle can also be shared as a standalone link or QR code.

Choose from over 35 interactive content formats

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