Martech Edge Interview with Sivan Tafla, CEO and Co-Founder, Oraki

What's the story behind your journey to becoming CEO of Oraki?

Back in 1998, my path from finance to leading Oraki began. It was a journey sparked by a deep passion for technology and advertising. The adventure really kicked off when I founded Ad4ever, a pioneer in digital ads. Following its acquisition, I shifted to Oraki (formerly known as Total Media Solutions), a company my husband, Amitai Tafla, founded in 2005. As CEO, I embraced the era of programmatic advertising, focusing on empowering digital publishers and advertisers with innovative solutions. My tenure at Oraki has been all about fostering innovation, excellence, and a long-standing partnership with Google, aiming to significantly impact the digital advertising landscape.

Oraki has over 20 years of experience in the programmatic advertising space. What changes have you witnessed over the period in this dynamic landscape?

Over the last 20 years, the digital ad landscape has seen major changes, especially with the rise of programmatic advertising around 15 years ago. This revolutionized how ads are managed, enabling precise targeting and real-time adjustments, making processes more transparent and efficient. We've also adapted to the dominance of mobile, advanced data strategies, and a stronger emphasis on ad transparency and safety. Oraki, in partnership with Google, played a crucial role in introducing these innovations to publishers, establishing ourselves as experts in navigating and shaping this dynamic industry.

How does Oraki differentiate itself from other tech-based revenue management companies in the digital publishing sector?

Oraki sets itself apart by deeply focusing on helping publishers grow, not just through technology and revenue management but by building foundational strategies for their business. Unique in being one of only three Google Ad Manager 360 Resellers in EMEA, we offer more than just revenue optimization; we're about creating a robust digital strategy from the ground up. Our comprehensive knowledge of Google's tech together with our dedication to innovation and personalized consultation, positions us uniquely in the digital publishing world, ensuring our partners have everything they need to succeed.

Can you outline how Oraki collaborates with publishers to help them reach peak performance?

From our years working alongside Google, we've really gotten to know the ins and outs of what publishers and advertisers need. With Google Ad Manager 360, we've been able to craft some smart ways to cut through the clutter of ad tech, making things smoother for everyone involved. It's all about giving our partners the tools they need, so they can keep their focus on growing their business and hitting those high marks. We're here to handle the complicated bits, making sure they reach their peak performance with ease.

What advantages does being one of only nine Google-certified resellers worldwide offer clients seeking revenue management solutions?

Being one of just nine Google-certified resellers globally gives our clients a unique edge. It's not just about using Ad Manager 360; it's about owning it, creating a solid base for their business to grow on. We've got the Google seal of approval, which means our clients get nothing but top-tier support and insights, plus all the extra perks from Google, like special access to new features and dedicated support from the team at Oraki. It's a partnership that really sets them up for long-term success. 

How does Oraki stay ahead of the curve about technological advancements and digital publishing trends?

At Oraki, we're always learning and adapting, making sure we understand what's happening in the ad tech and digital publishing worlds. It's not just about keeping up; it's about really listening to what our publishers need and what partners like Google are saying. This way, we're not just reacting to changes; we're anticipating them, making sure we're ready for what's next. It's about being prepared for the future, together with our clients.