medialab
MediaLab is a private US media holding company that owns and operates a portfolio of nine consumer internet brands—including Genius, imgur, WorldStarHipHop, and Kik—reaching 180M+ global users monthly and monetizing them through its proprietary programmatic ad exchange, Assembly Exchange.
- Company typePrivate
- Founded2018
- HeadquartersSanta Monica, United States
- Headcount251–500
- GTM typeB2B
- OfferingDigital Commerce or Content
What medialab does
MediaLab AI Inc. is a privately held US media holding company (founded 2018, headquartered in Santa Monica, CA, 251–500 employees) that acquires and operates a portfolio of consumer internet brands targeting Gen Z and Millennial audiences in music, entertainment, and social communication. The portfolio comprises nine wholly owned sub-brands: Genius (music lyrics and knowledge, 110M monthly users), imgur (community-powered image/entertainment, 81M monthly users), WorldStarHipHop (hip-hop culture), Kik (messaging, 15M+ MAU), Amino (interest-based communities, 20M MAU), datPiff (digital mixtapes, 5M reach), Whisper (anonymous sharing, 1M MAU), Coco (messaging), and Manga (manga content). Collectively the platforms claim to reach 180M+ global users monthly and touch 1 in 3 US internet users.
The underlying technology stack centers on Assembly Exchange, MediaLab's owned-and-operated programmatic ad exchange, which processes 50B+ monthly real-time bids across the portfolio's owned-and-operated publishers, integrates with the world's largest SSPs and DSPs, supports IAB Open Measurement standards, and uses Pixalate for invalid-traffic protection. MediaLab applies AI as an assistive tool within Trust & Safety to moderate user-generated content alongside human reviewers—a function particularly material on anonymous (Whisper) and messaging (Kik) platforms. The company does not publish revenue, funding history, or financial metrics; ICO enforcement activity (£247,590 fine for inadequate children's data protection) highlights the regulatory exposure inherent to operating youth-skewing consumer platforms.
MediaLab's business model is advertising-led across four revenue streams: programmatic revenue via Assembly Exchange, direct advertising sales, sponsored content and creator-led brand partnerships, and first-party data services. Pricing is quote-based with multi-year contract cadence (case studies document a multi-year Kraft-Heinz partnership), and the company targets enterprise brands and agencies seeking authenticated reach in niche communities they cannot access on generalist platforms. Distribution combines a direct sales force with programmatic buying through Assembly Exchange's self-serve channel. MediaLab has publicly committed to doubling headcount annually for the next four years, signaling an aggressive expansion phase despite no disclosed financials or external funding rounds.
medialab firmographics
Firmographics- Name
- medialab
- Legal name
- MediaLab AI Inc.
- Website
- https://medialab.la
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- MediaLab is a private US media holding company that owns and operates a portfolio of nine consumer internet brands—including Genius, imgur, WorldStarHipHop, and Kik—reaching 180M+ global users monthly and monetizing them through its proprietary programmatic ad exchange, Assembly Exchange.
- Ownership category
- akta.pro rank
Where medialab is headquartered
LocationHeadquarters
- HQ city
- Santa Monica
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
medialab business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Programmatic Advertising: Revenue is generated through Assembly Exchange, MediaLab's programmatic ad platform that enables real-time bidding across their owned publisher inventory. The exchange handles over 50 billion monthly bids and supports display, native, and video ad formats.
- Direct Advertising Sales: Direct sales of advertising packages to brands and agencies, including premium media placements, video advertising, native content, and branded experiences across MediaLab's portfolio of platforms. Case studies show partnerships with major brands like Heinz, Alienware, and Starz.
- Sponsored Content and Brand Partnerships: Revenue from promoted posts, premium originals, and IRL and digital experiences that are native to MediaLab brands but custom to advertiser needs. Includes creator and community-led partnership opportunities.
- First-Party Data Services: MediaLab monetizes rich first-party data across their portfolio to help advertisers capture current trends and target specific audiences, providing insights and data-driven advertising solutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom advertising packages based on campaign objectives |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
medialab product offering
Product offeringCore offering
MediaLab acquires, owns, and operates a portfolio of consumer internet brands focused on music, entertainment, and social communities, including Genius, imgur, WorldStarHipHop, Kik, Amino, Whisper, and datPiff. The company monetizes these platforms primarily through advertising sold via its owned-and-operated programmatic ad exchange, Assembly Exchange, which delivers over 50 billion monthly real-time bids across display, native, and video formats.
Product overview
MediaLab is a holding company operating a portfolio of consumer internet brands focused on music, entertainment, and social platforms. The company owns seven distinct sub-brands: Genius (music lyrics and knowledge platform with 110M monthly users), imgur (community-powered entertainment platform with 81M monthly users), WorldStarHipHop (pop culture and music video platform), kik (messaging app with 15M+ monthly users), datPiff (digital mixtape platform), Amino (community network with 20M monthly users), and Whisper (anonymous social sharing platform with 1M monthly users). These platforms are collectively unified under MediaLab's advertising and monetization infrastructure, including Assembly Exchange, MediaLab's proprietary programmatic ad exchange. The portfolio targets engaged communities in music, entertainment, and social spaces, reaching 1 in 3 US internet users monthly.
Differentiator
Problem solved
Functional benefit
Products and services
- Genius The world's premier destination for music knowledge, lyrics, and the stories behind songs, reaching 110M monthly users who discover new artists and explore the meaning behind music.
- imgur The world's largest community-powered entertainment platform where 81M monthly users discover and share images, memes, GIFs, and visual stories that shape internet culture.
- WorldStarHipHop A household pop culture brand that brings value to millions of fans seeking the latest hip hop music, culture, and entertainment content, dominating the social landscape with more social followers than competitors.
- Kik A high-energy messaging app with privacy and anonymity controls, used by 15M+ monthly unique users to stay in touch with friends, share GIFs and stickers, chat with bots, and connect within communities.
- Amino A network of 20M monthly unique users across communities that lets people explore their obsessions, with great content, authentic people, and exciting events centered on shared interests.
- Whisper The largest online platform where people share real thoughts, forge relationships, and engage in conversations without identities or profiles, with 1M monthly unique users and 1B+ whispers created.
- datPiff The authority in digital mixtapes, a platform that inspires communities to share their art and stories with 5M global monthly reach and millions of mixtapes.
- Assembly Exchange MediaLab's owned and operated programmatic ad exchange that delivers massive reach to highly engaged audiences through 100% direct access to owned and operated publishers, processing over 50 billion monthly real-time bids across display, native, and video formats.
Quantifiable outcome
- Heinz achieved 10,000%+ average upvote ratio through imgur community events
- +2 more outcomes
Companies that use medialab
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles2 records
medialab technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability1 record
Feature2 records
medialab partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Kraft-HeinzcoreMulti-year advertising partnership where MediaLab helped Heinz reach a Millennial parenting audience through custom content and imgur community events. The partnership centered around organic community engagement including Halloween Costume Contests, achieving 100% share of voice.
- Alienware (Dell)coreCampaign partnership celebrating National Video Games Day on imgur. Users shared gaming setups for a chance to win prizes powered by Alienware and Intel, helping position Alienware as a premium lifestyle brand while protecting presence with hardcore gamers.
- StarzcorePartnership for P-Valley Season 2 premiere using WorldStarHipHop's Premiere Day Elite Organic Social Takeover Package across Instagram, TikTok, Twitter, and YouTube. Delivered significant social engagements and earned media value.
- IntelminorCo-sponsor of Alienware prizes in the National Video Games Day campaign on imgur, supporting gaming setup contest prizes.
- Major SSPs and DSPscoreAssembly Exchange works with the world's largest supply-side platforms and demand-side platforms for programmatic advertising, enabling wide distribution of MediaLab inventory to advertisers.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
medialab competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key highlights6 records
Customer concentration
medialab social profiles
Digital presencemedialab financial estimates
Financial estimateRevenue estimate
Valuation estimate
medialab leadership team
Management profileNumber of profiles
Profiles5 records
medialab subsidiaries and ownership
Company hierarchySubsidiaries10 records
medialab funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
medialab M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about medialab
What does medialab do?
MediaLab acquires, owns, and operates a portfolio of consumer internet brands focused on music, entertainment, and social communities, including Genius, imgur, WorldStarHipHop, Kik, Amino, Whisper, and datPiff. The company monetizes these platforms primarily through advertising sold via its owned-and-operated programmatic ad exchange, Assembly Exchange, which delivers over 50 billion monthly real-time bids across display, native, and video formats.
Is medialab a public or private company?
medialab is a private company. It is classified as unknown and is currently operating.
When was medialab founded?
medialab was founded in 2018. It employs 251 to 500 people.
Where is medialab based?
medialab is headquartered in Santa Monica, United States, in the North America region.
How does medialab make money?
Four revenue lines are on record. Programmatic Advertising is the primary driver. The others are direct Advertising Sales, sponsored Content and Brand Partnerships and first-Party Data Services.
Does medialab have an API?
No public API is recorded for medialab.