Peles spoke at Bar Ilan University's Executive MBA program last Thursday, on gaining and upholding the competitive edge in the digital advertising world. Also hosting Gilad Hellerman, our CTO, they learned how they can leverage technology and the unique business strategy of the coopetition model to their benefit.
Part I- Overview
Students were first given an overview of the challenges /advantages presented by online digital advertising. Peles showed how the challenges and advantages are in essence two sides of the same coin, both due primarily to the fact that all elements of a campaign can be tracked and measured. On the one hand, this allows true campaign transparency and accurate optimization goals. On the other hand, advertisers have their work cut out for them where clear data of success and failure require far more refined efforts at every level of the campaign.
In a vivid description of exactly how challenging this refinement process is, Peles detailed the complexities of the campaign value chain.
Part II- Coopetition
Peles then introduced the group to coopetition, which for many students, was a whole new way of looking at business in general, and advertising in particular. He explained how by cooperating with your competitors on select business operations, companies can increase profits and maximize value for their operations. Meaning coopetion is applicable, valuable and positively affects the bottom line results in the following ways:
· Advertisers , get higher exposure.
· Media partners and publishers have better use for their media.
Peles pointed out that DMG itself enjoys bigger budgets than their advertisers and more media sources from partners.
Part III-Technology
In the third and final installment, Gilad Hellerman, CTO, took over and summarized technologies current influence on digital advertising. Some of these advantages include campaign flexibility, responding to clients' technical needs and the ability to work faster and with a larger client base.
Then spoke on how the development of new technologies can serve both as an internal boon for corporations toward operational superiority,as well as to serve as a reusable sales asset in addition to a company's regular product/service offering.
All in all, the students were treated to a veteran’s outlook on a dynamic industry, of which they too will one day help serve to shape as Peles has already done.
