New Ad Tech Player: Welcome, Duolingo Ads
The language-learning giant is bringing its ad operations in-house
Duolingo is expanding its business beyond lessons and streaks, officially entering the adtech arena with a new in-house advertising platform: Duolingo Ads. The initiative aims to give brands direct access to Duolingo’s massive global audience, while allowing the company to take tighter control of its ad ecosystem.
Unveiled during Advertising Week in New York, Duolingo Ads introduces new ways for marketers to connect with users through premium placements and custom creative integrations, including ads featuring the app’s iconic in-game characters.
Major brands like Marriott Bonvoy, Intrepid Travel, Universal Pictures, and Adobe have already been part of the platform’s early testing phase since May.
According to Andrew Guendjoian, Duolingo’s Head of Ad Sales, the move marks a strategic shift from relying on external demand-side platforms (DSPs) to owning the ad delivery process. With around 90% of Duolingo’s user base on the free tier, this step could reshape how the company monetizes its vast reach — and signal a broader trend of mobile apps taking adtech in-house to drive efficiency and creative control.
