This story is part of a series on publisher coalitions and co-ops around the world. Read our earlier pieces on Pangaea and the Association of Online Publishers in the UK, La Place Média in France, SouthernX in Africa, Project Agora in Greece and Romania, Apex in Australia and CPAX in Canada.
The problem with programmatic in Israel was that there weren’t many options. Google and Facebook dominate the market. Advertisers who wanted to deal with premium, local publishers could only buy direct.
Amit Ohayon, founder and head of business development for Israeli publisher coalition ILX, is solving that problem by bringing premium formats to programmatic within the invite-only ILX publisher exchange. Five months after launching, ILX employs four people, including Ohayon’s brother-in-law Yuval Perelman as CEO.
Ohayon, who’d been CEO of an Israeli performance marketing agency acquired by MediaCom, has experienced integrating direct and performance planners on the buy side.
Although the agency combined planning and strategy, buying reserved, premium inventory happened on the phone while those buying programmatically dealt with the opaque, uniform options offered by Google and Facebook.
Ohayon wanted ILX publishers to offer premium inventory exclusive to the co-op and unavailable in Google AdX, like homepage placements and large skyscraper banners.
ILX also limited the buyers and sellers to the cream of the crop. Nine of the top 10 Israeli publishers belong to the exchange, including Ynet, Mako, Globes, Haaretz and Sport5. Together, they reach 85% of the Israeli audience.
On the buy side, ILX assembled six of the biggest agencies in the country, including MediaCom, Publicis, Universal McCann and ZenithOptimedia.
“As a buyer, [exclusivity] was in my bones,” Ohayon said. “I knew exactly how buyers think and act.”
Continue reading »