AdTechGod Pod Ep. 58 The Evolution of Video in Ad Tech With EX.CO's Shachar Orren
Dec 10, 2024
Shachar Orren, co-founder and CMO of EX.CO, transitioned from journalism to the ad tech space, aiming to boost video engagement for publishers. She delves into the rapid evolution of video consumption and highlights the necessity of customer feedback in product development. Orren discusses AI’s transformative impact on video strategies and the blurring lines between supply and demand in the ad tech realm. She also shares her personal passion for content and entertaining aspirations beyond tech, like karaoke.
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From Journalism to Ad Tech
- Shachar Orren began her career as a journalist in Israel before transitioning to ad tech.
- This transition stemmed from a desire to leverage her knowledge in a new industry and contribute to publishers' success.
EX.CO's Pivot to Ad Tech
- EX.CO initially focused on publisher engagement as a pub tech company before moving into ad tech.
- This shift was driven by recognizing the importance of video content and the need to help publishers generate direct revenue.
Listen to Your Customers
- Listen to customer needs for product development in the rapidly changing ad tech industry.
- Adapt offerings to customer needs, exemplified by EX.CO's focus on short-form and vertical video.