Oren Harnabo

But we add creative services on top.

We pay all the data and performance vendors.

We

create all the tons of creatives.

And we take the hit if we don't make the performance and we'll guarantee a performance and keep on running until we get them the result.

So it fits some brands.

Great.

Some don't.

Sometimes we'll just provide a tech fee and it's going to be like, you know, percent CPM to the 10, 20% that you were talking about.

I launched it, I mean, we went through a lot of pivots along the way.

I probably started my own consulting service.

I thought that I could do this whole thing myself in 2007 and just went knocking on brands and started selling day one.

um after about a year of getting i think i got like a few tens of thousands of revenue and i learned all the different softwares i'm like all right i got some revenue and i don't think i can do all of this myself so uh i joined with another co-founder um that um knew a lot more about sales than me and then i got a cto and then

Probably 2008, 2009, we realized, all right, we're a startup company and we actually have a big mission to provide personalization everywhere.

We started at the publisher side.

So in the beginning, we went to clients like eBay and said, hey, why don't we make a video for every type of product you have?

So we sold this personalization in their website.

But then we realized there's not a lot of money there.

And actually our clients said, listen, if you're doing all this great personalization, we're spending a lot more money in ads that we drive on TV and digital.

So we kind of pivoted the business in 2010.