DRiefcase achieves 3x growth in Ad Revenue with Programmatic Demand

Background

DRiefcase is a health-records app built on India's ABDM digital health infrastructure, giving families a secure place to store, organize, and share medical documents such as lab reports, prescriptions, and vaccination history. Founded in Mumbai in 2016, the platform has grown to more than 55M+ registered users, among the largest personal health record apps in the country.

The app sits in a category where trust matters more than almost anywhere else: people are handing over sensitive medical information, and daily use has to be earned, not assumed. DRiefcase built exactly that kind of product, one people opened regularly to manage something they cared about. Running an advertising business alongside it was a different skill set entirely.

Challenge

Most consumer apps with genuine daily use don't struggle to build an audience; they struggle to turn that audience into a second revenue line, since programmatic advertising is a discipline of its own, from exchange relationships to format and demand selection. DRiefcase had the engagement but none of that infrastructure: no sales team pitching advertisers, no ad-ops function, no agency managing the relationship and no system for running competitive selection across formats or demand sources.

Solution

Osmos became DRiefcase's monetization layer, connecting the app to programmatic demand and running the mechanics DRiefcase didn't have a team for:

• Osmos’ SDK integration gave DRiefcase's inventory a live connection to the ad exchange, opening it to competitive bidding across SDK bidders, Open Bidding integrations, and 450+ authorized bidders, driving up bid density and eCPMs
• Standard display formats paired with outstream video and interactive playable ads lifted yields further, without disrupting DRiefcase's record-management workflow
• Osmos continuously tested and selected which ad formats and bid strategies performed best for DRiefcase's specific inventory, so DRiefcase never had to run that optimization itself
• Osmos delivered a fully managed, end-to-end monetization infrastructure, from bidder onboarding and demand management to dynamic pricing, so DRiefcase generated ad revenue without building an expensive sales, ad-ops, or agency team.

Impact

Within 60 days of its July 2026 launch, DRiefcase turned its mobile ad program from an unmonetized asset into an active revenue stream:

• 3x growth in Ad Revenue
• 450+ advertisers actively bid on DRiefcase's ad inventory, up from a program that had none
• eCPM doubled from $0.24 to $0.48