While Quizlet previously offered programmatic banner ads, the new formats are more designed to capture attention, appearing between flashcards, during the publisher’s study break function—and as native ads. The website will also now show video ads.

Its pitch to advertisers is its access to younger audiences and its stores of first-party data, as privacy regulations increasingly make relationships with audiences harder for brands using the traditional levers of digital advertising.

“[Gen Z is] a hard audience to reach, it seems,” said head of ads and partnerships Conny Mirza.