Martech Interview Series – Interview with Dvir Doron, Chief Marketing Officer, Cedato

On Marketing Technology

MTS: Tell us about your role at Cedato and how you got here? What do you enjoy most about being in video adtech?

I joined very early on following an impactful meeting I had with Ron Dick, Cedato’s CEO. At the time I was busy working on my own project, but Ron’s positivity, passion and overall vision for the company’s future intrigued me. It seemed like an industry-changing idea and a great opportunity so I decided to come aboard. It was clearly the right move and I thoroughly enjoy my current position (Chief Marketing and Business Development Officer), which allows me to strategically contribute to several aspects of Cedato’s marketing and business development plans. It’s a great time to be in the industry and I’m impressed by how quickly the space is evolving, particularly right here in Israel. Tel Aviv has emerged as an epicenter for some of the most dynamic and innovative video adtech solutions in the world.

MTS: How does Cedato power video transactions in a native ad marketplace?

Cedato has truly created a new model in the video advertising space. Our SaaS solution is designed to run omnichannel video programmatically to maximize value, monetization, and engagement for publishers. By providing the necessary infrastructure to run high-impact video across all formats and platforms, we’re able to give publishers an easy way to reduce latency and optimize yield from demand sources.

MTS: What are the disruptive forces in the contemporary video adtech space?

Video advertising continues to evolve, in part due to its increasing popularity. The advent of header bidding particularly has been a game changer for our industry in the way it levels the playing field for publishers. When applied to video, header bidding makes it possible for publishers to monetize more efficiently than ever before.

Some have dismissed it as a ‘publisher hack’ but I see header bidding becoming an industry standard over time. It offers transparency and evens the playing field for everyone.

MTS: How should publishers determine if they need to rely on cross-channel Video OS?

In the past couple years the video space has shifted so much, which can be challenging for publishers to adapt to. There are several factors that contribute to the key decisions they face, including the myriad of screen options, the changing landscape of programmatic, advent of video header bidding, and the overall consumer shift to a mobile-first world. The accumulated effect of this is the publisher’s growing need for a modern stack, which gives them a more seamless way to handle these new changes.

Historically, video has represented the biggest revenue opportunity, and I think every publisher needs to carefully review how to maximize this.

MTS: Do you see programmatic video monetization platforms maturing enough to create fresh revenue streams for publishers?

Definitely. The market is constantly evolving, and publishers are gaining more power to monetize than ever before. Combine this with the rise of native and outstream, and there are now so many new inventory opportunities for publishers to maximize yield performance. But they must proceed with caution and be wary of solutions that aggravate users and negatively affect their viewing experience.

MTS: What tools does your publisher tech stack consist of?

We’ve built the tech stack with mid-sized publishers in mind, and it includes everything publishers need to run modern video programmatically. Cedato’s tech stack includes an intelligent, lightweight cross-screen player that can deliver ads to any device and unique outstream video units all within an open and customizable API.

Also within, a video ad server that’s powered by predictive algorithms and our hybrid video header bidding engine, and a self-serve UI that allows for seamless access, management and control. We’re pleased with the progress of this product, which provides publishers an easy to implement solution that takes into account the technology gap and budgetary constrictions many of them face.

MTS: What are your thoughts on the AI revolution in adtech and how is your company preparing for a more AI-centric marketing world?

AI is somewhat of an overused term at this point, but it’s hard to discount the tremendous impact it has had on the advertising industry. Advances in machine learning have enabled executives to take the guesswork out of their jobs with the ability to contextualize ads to users based on specific insights into their search and consumption habits.

The vast amounts of data today’s marketers have at their disposal will make for a more efficient industry, reducing waste that comes from ads that are missing their intended targets.

This Is How I Work

MTS: One word that best describes how you work.

Value. I focus on what generates the most value/contribution.

MTS: What apps/software/tools can’t you live without?

Apart from the usual set of Google apps, I live by Asana, a great task management tool, and by Hubspot, helping me get my bearings on all our marketing and sales efforts.

MTS: What other startups or technology platforms are you watching/keen on right now?

Analytics/BI, and obviously everything that’s happening on the video space.

MTS: Do you have a work-related shortcut or productivity hack to share with our audience?

I live by David Allen’s GTD (Getting Things Done) method, at least I try to. I recommend his 2-minute rule on deciding how to handle a new task/email – if you can get this done quickly (like within 2-5 mins) just do it right now. If not – process this for later. This helps me streamline my day, being responsive to others and also not letting external interruptions manage my time completely.

MTS: What are you currently reading? (Or what news sources do you read, and how do you consume information?)

Just finished reading Homo Deus by Yuval Noah Harari. An inspiring review of where our device and data-obsessed culture is leading us.

MTS: What’s the best advice you’ve ever received?

Embrace volatility. It may sound straightforward, but it really isn’t. We all have an innate resistance to change and I try to be as flexible as possible.

MTS: Tag the one person in the industry whose answers to these questions you would love to read:

Evan Spiegel.

MTS: Thank you Dvir! That was fun and hope to see you back on MarTech Series soon.

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