Pillyze Interview: Every Ad Slot Sold Out in Six Months! The Secret Behind Products from Ads Showing Up in Users’ Meal Logs
\"We build a new ad product and go from validation to sale in just two to three weeks. In August, every ad slot sold out."
Pillyze's ad business has been growing noticeably fast lately, so the Adrop team went to learn the secret firsthand.
Some users open the app six times a day to log their meals, search for and take supplements, and track their sleep. This is the story of Pillyze, Korea's No.1 hyper-personalized health-management platform with 1.7 million members and 450 million health records. Running web and app together, Pillyze is the only health-management channel that covers a user's entire health journey, and it's growing its ad business fast by operating both network and direct ads for web and app from a single console through AdControl.
Pillyze builds an ad product and starts selling within two to three weeks, and in August 2026 it sold out every ad slot. We sat down with Heeyoung Son, who led that journey.
A channel that covers health management from start to finish, across web and app
Q. What kind of service is Pillyze?
A. Pillyze is Korea's No.1 hyper-personalized health-management platform, with 1.7 million members and 450 million health records. Our biggest strength is a total healthcare ecosystem spanning Web and App.
Web: A supplement and diet/calorie meta-site that has secured the top of Naver and Google AI briefings and search results, the must-pass gateway that high-intent prospective buyers hit first in the exploration stage.
App: From supplement recommendations to diet, blood sugar, sleep, and dieting, this is where highly engaged, active users who practice 13 kinds of health management every day gather. Users build their home screen in modules based on their interests, and keep up personalized daily health management with their own AI coach.
With a clear target base centered on women aged 25–45 who have strong purchasing power and actively invest in health management, blood sugar, and dieting, Pillyze is optimized for delivering brand messages and driving real purchase conversion.
Our strengths are "overwhelming target density" and "users' real behavioral data"
Q. As a media channel, what are Pillyze's strengths?
A. The standout strengths we most want to highlight to advertisers are "overwhelming target density" and "users' real behavioral data." Pillyze is Korea's only "WEB+APP integrated channel" that covers the entire health-management lifecycle.
Over a million users a month flow in through the web looking up supplement side effects, food calories, and blood-sugar responses to start their exploration, while in the app they visit an average of six-plus times a day, logging diet, supplements, sleep, and blood sugar every day. From a user's "curiosity (information search)" to their "daily practice and change," Pillyze is the only channel that can cover health management from start to finish across web and app.
Pillyze also goes beyond simple gender and age targeting. We offer advanced targeting that uses the health concerns, workout routines, managed diets (low-sugar, keto, and so on), and supplement-intake data that users enter themselves. We'll be your optimized pinpoint-marketing solution that reaches exactly the genuine users who best fit your brand.
Ad products are built on three axes by user touchpoint
Q. How are the ad products structured?
A. Pillyze's ad products are precisely built on three core axes according to brand goals and user touchpoints: the WEB Package, the Category-Specialized Package, and the App Core Slots.
[WEB Package] Optimized for capturing information-searching traffic (specialized in promotions and discount offers)
Target placements: a bundle of key slots across product/ingredient search, rankings, and individual detail pages that users reach via portal search
It instantly captures the attention of high-intent, information-searching users coming in from outside via portals, best optimized for announcing brand promotions or discount offers.
[Category-Specialized Package] Occupying the daily behavioral path of returning users
Diet-search banner: Shown at the decisive moment users search every day to log their meals. Using overwhelming traffic of a million searches a week, it imprints your brand on genuine targets managing calorie, high-protein, low-sugar, and low-carb diets, a core slot for validating a new product's market fit most reliably.
Supplement 3-in-1 Package: A dedicated package bundling the supplement tab, search, and intake-routine placements. It naturally occupies the daily path from supplement exploration to actual intake and record-keeping, and has proven meaningful commerce conversion, recording a high 1.3% purchase conversion rate.
[App Core Slots] Signature slots for high CTR and ultra-precise targeting
Bottom-sheet banner: Shown immediately on the first screen when users open the app, recording a high 5–10% CTR. Ultra-precise targeting is possible, segmented from 13 health-management areas down to specific managed diets and supplement categories.
We wanted to manage data that moves across web and app in one place
Q. How did you come to adopt AdControl?
A. As we began seriously expanding Pillyze's WEB+APP DA ad packages, we felt the need for operational efficiency and data integration, which led us to adopt AdControl.
Previously, our web (GA) and app (Amplitude) tracking tools were separate, so monitoring the overall numbers and connecting them was rather complex. But after adopting AdControl, we can now manage ad data that moves across WEB and APP together, uniformly and easily.
Also, as demand grew for "Wandukong," the green-pea reward currency earned by completing daily health missions in the app, we added a "rewarded ad" slot in the app. In a situation where we have to run network ads and direct-sales ads in parallel, AdControl's ad-acquisition and rate-optimization features as a mediation layer were a huge help from a monetization standpoint too.
We validate products in two to three weeks, and every ad slot sold out
Q. How did ad operations change after adoption?
A. The biggest change is a dramatic streamlining of the operating process, and the revenue growth that came with it.
Faster product validation, and every ad slot sold out
After developing a new ad product, we test real-time metrics like creative and time-of-day response directly through internal campaigns, building a system that validates productization and sellability from multiple angles in just two to three weeks.
"To reliably deliver the value we promise advertisers, we prove real media power directly: supplement slots by 'purchase conversion rate,' and diet-search slots by 'diet-registration rate.'"
Powered by process optimization through AdControl and a surge in new ad placements through AdNote, we achieved a sold-out of every ad slot as of August 2026.
Expanded network and rewarded ad lineup, revenue doubled
We newly expanded video ad slots, greatly raising the appeal of rewarded ads and user participation. As a result, July revenue rose nearly twofold versus the previous month (June), solidifying our business growth.
Products from the ads started showing up in users' own meal logs
Q. Any campaigns or advertisers that stuck with you?
A. Two cases stand out.
Case 1. CJ Beksul low-sugar sauce
We ran a banner slot with a "low-sugar but delicious" concept, and comparing before and after, the product's weekly diet-registration rate among users doubled. Awareness formed through the ad, led to actual purchase, and users began registering that very product in their own meal logs.
"CTR isn't everything. This is a case that proved with data that once awareness sticks, related behavior follows."
Case 2. iHerb supplements
An advertiser running with us regularly every month. We track all the way to purchase through affiliate links, and we're recording a 7-day purchase conversion rate of over 1%. Creating even a 1% purchase conversion isn't easy, so over 1% in a 7-day window is an excellent figure.
Why advertisers keep coming back
Q. Is there a point where advertiser satisfaction is especially high?
A. After a campaign runs, we provide advertisers a report organizing the health attributes of the users who clicked. Advertiser satisfaction is really high; they're so interested they keep asking, "What does this data mean?" Few channels provide ad performance combined with secondary processed data. It's Pillyze's unique selling point that leads to repeat placements.
Which advertisers fit Pillyze well?
Q. Which advertisers and industries fit Pillyze users especially well?
A. Basically "food, health functional foods, and healthcare." Food and supplements are clear, but there's no need to limit it there. It can expand to everything health-related, and lately health-device and wearable advertisers have shown interest too. Given the channel's high share of women, there's also strong overlap with women's lifestyle and wellness brands.
We'll grow further with ultra-precise targeting and the Wandukong ecosystem
Q. How do you want to grow the ad business going forward?
A. We're looking at two directions.
Maximizing DA targeting (maximizing ROAS through ultra-precise targeting)
Beyond simple gender and age-group segmentation, we plan to continuously upgrade ultra-precise targeting products that combine unrivaled healthcare data: users' blood-sugar indicators, supplement combinations, dieting goals, GLP-1 off-label response data, and more. Through this, we'll actively support advertisers in understanding customers more deeply and achieving overwhelming ROAS (return on ad spend).
Raising ad value by expanding the "Wandukong" reward ecosystem
Centered on "Wandukong," the reward currency users earn each time they practice healthy habits, we're further expanding a unique economy ecosystem: home decoration, community interaction, and more. The more useful and appealing Wandukong becomes, the higher user engagement rises, and the media value of the linked rewarded-ad slots will keep growing in proportion.
Wrapping up the interview
Summing up our conversation with Heeyoung Son, Pillyze's secret to selling out every ad slot within six months of adoption comes down to three things.
First, it proved its channel strengths — covering health management from start to finish across web and app — to advertisers in the language of "target density" and "behavioral data." Second, it validated new ad products in two to three weeks through internal campaigns and created a value it can promise for each slot: supplements by purchase conversion rate, diet search by diet-registration rate. Third, it built an operating system that runs network and direct ads together by integrating web and app data into a single console.
A channel where the products from ads show up in users' own meal logs. Pillyze's ad business is now preparing its next stage with ultra-precise targeting and the Wandukong ecosystem.
If you'd like to design ads that fit your own users, start with AdControl. If you're an advertiser who wants to reach media like this, start with AdNote.
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