Dictionary.com

Dan Kort, Senior Product Manager

San Mateo, CA
Dictionary Media Group diagram. Site logo
Online dictionary pioneers

While the first English dictionaries go back to the early 17th century, Dictionary.com emerged on the scene quite a bit later in 1995. Founded by Brian Kariger and Daniel Fierro, Dictionary.com marks one of the first attempts to bring a traditional reference tool into the digital age — and since then the site has been committed to innovation and accessibility.

“Kariger and Fierro had noted the increasing reliance on the Internet for information and saw an opportunity to make dictionaries and language reference materials widely accessible to a global audience,” says Dan Kort, Dictionary.com’s Senior Product Manager. “Their aim was to create a digital platform where users could quickly find definitions, synonyms, translations, and other linguistic tools, democratizing access to language knowledge beyond traditional printed dictionaries.”

As the oldest online dictionary, Dictionary.com has become a source of trusted linguistic information for millions of users — from students to teachers to word enthusiasts. As times change and language evolves, the team at Dictionary.com remains culturally relevant through its Word of the Day/Year (WOD/WOY) features, which reflect the latest language trends.

“Our mission is based on 4 pillars: accessibility, education, innovation, and inclusivity,” says Dan. “We believe in removing language barriers, as everybody deserves to know what words mean and how to use them. We always want to embrace diverse identities and social movements in definitions and content. The bottom line is a dictionary is a timeless educational tool that shouldn’t be paywalled or gatekept.”

This means that efforts to monetize Dictionary.com could never involve strategies that would restrict free and open access. So over a decade ago, Dictionary.com teamed up with Google to build an ad strategy that would sustain its business without getting in the way of open, accessible information.

A recent Word of the Day.
A valuable resource, entirely free

“Dictionary.com has been free to everybody for the entirety of its existence,” says Dan. “In order to support its mission of providing free educational reference materials to everyone around the world, Dictionary.com’s revenue model is 100% supported by programmatic digital advertising. We decided on this revenue model because it is the only viable way to offer free and valuable resources to hundreds of millions of users.”

The Dictionary.com team recognized that not every internet user wants to look at ads — but they also understood that ads have been a crucial part of a free and open web over the years. Programmatic digital advertising was a no-brainer: it would help them pay the lexicographers, editors, and other content creators that make their site possible, without needing a paywall.

“Any business that is serious about monetizing their digital properties must consider Google’s ad server,” says Dan. “We very much appreciate the dedicated Google account management team that helps us maximize our monetization opportunities, while looking after the overall health of our business by connecting us with other departments at Google such as Search and Cloud.”

Today ad revenue is the single most important source of revenue to Dictionary.com as a business. Dan believes that if it were not for programmatic digital advertising, the site would simply be unable to meet its mission of reaching as many people as possible with high-quality lexicographical information.

“If it were not for programmatic digital advertising, Dictionary would simply be unable to meet its mission of reaching as many people as possible with high-quality lexicographical information”
Reaching a global community of learners

With a powerful ad strategy off and running, Dictionary.com is able to keep growing its team and acquiring the resources needed to fulfill its mission.

“Advertising enables Dictionary.com and Thesaurus.com to hire and support a team of software engineers, language experts, lexicographers, product managers, and IT professionals,” says Dan. “Furthermore, advertising paves the way for further investment in Dictionary.com and Thesaurus.com as products. We are able to continue to add new words to the dictionary and produce high-quality interactive video content for a community of learners.”

Along the way, the Google team is there to help them face challenges and optimize the ad strategy as needed.

“Google is one of the most essential partners to Dictionary.com as a business,” says Dan. “As a major player in digital advertising technology, we rely on Google’s advertising server and header bidding technologies to facilitate advertising monetization on our websites. And Google is an instrumental player in the digital advertising community that brings together publishers and reference industries to solve problems collaboratively.”

Recently, Dan and his teammates attended a reference publishers conference hosted by Google, which gave them the chance to network with peers in their vertical. “We walked away with the insight that many publishers are facing similar challenges, and that there is an opportunity to collaborate and convey these concerns to Google in a collective manner,” says Dan.

Now Dictionary.com is looking to expand its inclusive mission even farther, partnering with other reference properties to reach more learners around the globe.

IXL Learning’s acquisition of Dictionary.com in April of 2024 formed a new publishing conglomerate: Dictionary Media Group, which also includes all of IXL Learning’s reference sites, Dictionary.com, Thesaurus.com, SpanishDictionary.com, FrenchDictionary.com, inglés.com, Vocabulary.com, ABCya, StudySpanish.com, Multiplication.com, and HomeschoolMath.net.

“Together these reach over half a billion unique users each year,” says Dan. “Together, we’re excited to leverage this tremendous scale to provide free and delightful educational experiences to learners around the world of all ages — whether they’re learning English, Spanish, French, math, or all of the above.”

About the Publisher

Dan Kort is a Senior Product Manager at IXL Learning, the parent company of Dictionary.com. Dan leads product management and advertising operations for Dictionary.com, Thesaurus.com, ABCya, SpanishDictionary.com, inglés.com, FrenchDictionary.com, Vocabulary.com, and Multiplication.com. IXL Learning’s Dictionary Media Group collectively reaches over 500,000,000 learners of English, math, Spanish, French, and more every year.
Dan Kort headshot.