Once a facilitator of dynamic ad insertion for video downloads, Tel Aviv-based Hiro Media nowadays now offers a range of video distribution and monetization services, leading on its supply-side content platform (SSP).

Product VP Oded Napchi says the company is going after slices of the industry left on the table by most others.

“The online content market was very centralized … (but) the internet is a long-tail ecosystem,” Napchi tells Beet.TV. “Most companies like to work in the premium and upper level and create the House Of Cards of the world – we have found there is a void in the medium to lower (CPM) section.”

Facilitating cheaper video ads may not be such a bad idea if Hiro can do it at scale. Napchi says Hiro, which employs around 50, powers “several billion ads per month” and is profitable.

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