Oraki (formerly Total Media Solutions) is a company that equips digital publishers with a comprehensive suite of tools, including advanced ad-serving platforms like GAM360 and DV360. Pulse 2.0 interviewed Oraki co-founder and CEO Sivan Tafla to learn more about the company.
Sivan Tafla’s Background
Tafla’s path to CEO of Oraki started in finance, but her heart was always with tech and advertising since 1998. And Tafla said:
“At Ad4ever, we led the way in rich media ads, culminating in our acquisition by aQuantive. This experience, along with my startup ventures, prepared me to lead Oraki a decade ago. At Oraki, we’ve fully embraced the programmatic advertising wave, deepening our partnership with Google as a Certified Publishing Partner and working closely with the Google Marketing Platform, showcasing our commitment to pushing the boundaries in ad tech.”
Formation Of Oraki
How did the idea for Oraki come together? Tafla shared:
“Oraki’s journey began in 1998, fueled by a passion for technology and advertising, starting with our innovative work at Ad4ever in rich media advertising. After its acquisition by aQuantive, my husband, Amitai Tafla, founded Oraki (originally Total Media) in 2005, aimed at providing advanced ad-serving solutions. I stepped in as CEO a few years later, just as programmatic advertising was gaining momentum. Our early partnership with Google, starting as DoubleClick partners, has been pivotal, leading us to become GCPP and GMP partners as the programs were rolled out.”
Favorite Memory
What has been your favorite memory working for the company so far? Tafla cited:
“Reflecting on my time at Oraki, the rebranding from Total Media to Oraki stands out as my favorite memory. It wasn’t just a name change; it was a celebration of our team’s hard work and a testament to our growth and dedication. Announcing our new identity felt like sharing a part of us with the world, a moment of pride and excitement. It symbolized our commitment to reaching new heights, akin to Aoraki itself, and reinforced our mission to drive success for our partners and ourselves.”
Core Products
What are the company’s core products and features? Tafla explained:
“Oraki equips digital publishers with a comprehensive suite of tools, including advanced ad serving platforms like GAM360 and DV360, offering real-time and header bidding and dynamic ad insertion. We also provide personalized monetization strategies, consulting, and publisher revenue management platforms for optimizing ad revenue and managing operations. Our services extend to buy-side strategies, ensuring trust and safety in ad transactions. With first-class support and training, we empower publishers for success in the digital landscape, addressing both revenue enhancement and operational efficiency in a rapidly evolving market.”
Google Ad Manager 360 Accolade
Oraki was recently named one of a small handful of Google Ad Manager 360 resellers in EMEA. How does this move support publishers? Tafla pointed out:
“Being recognized as one of the few Google Ad Manager 360 resellers in EMEA underscores Oraki’s commitment to empowering publishers with top-notch ad management solutions. This distinction enhances our ability to offer publishers in the region unparalleled support, including premium access to Google’s tools, training, and strategic insights. It’s about giving publishers the edge they need to maximize ad revenue and streamline operations, ensuring they stay competitive in the fast-paced world of digital advertising.”
Evolution Of Oraki’s Technology
How has the company’s technology evolved since launching? Tafla noted:
“Since its inception, Oraki has grown from a value-added reseller into a technology leader, embracing automation and machine learning. Our evolution reflects a commitment to setting a new standard in Publisher Revenue Management (PRM), integrating AI with our deep industry knowledge. Supported by a strong partnership with Google, we aim to offer an extensive demand suite, enhancing revenue optimization across various channels. Our vision prioritizes transparency, simplicity, and responsibility, striving to merge the best of technology and human insight to be the trusted partner in PRM.”
Significant Milestones
What have been some of the company’s most significant milestones? Tafla cited:
“Oraki’s journey is highlighted by key milestones such as our shift to programmatic advertising, expansion in EMEA for both BuySide and recently SellSide, our inclusion in the first cohort of Google Certified Publishing Partners, and the launch of our revenue management platform in 2021. Additionally, in 2023, we embarked on a significant rebranding to Oraki, symbolizing our continued evolution and our commitment to excellence in the digital advertising landscape.”
Customer Success Stories
After asking about the company’s customer success stories, she highlighted:
“Our clients’ experiences best illustrate our impact: Sharon Weiss from Minute Media highlighted how our collaboration was transformative, praising our service, support, and technical expertise in Publisher Revenue Management and Google Ad Manager 360 management. Similarly, we’ve supported companies like Investing.com from their early stages to becoming major players, showcasing our ability to drive growth and innovation in the digital advertising sector.”
Tailored Offerings
How does Oraki tailor its offerings to meet the diverse needs of publishers across the EMEA markets? Tafla emphasized:
“Our target market spans both mature and emerging regions in EMEA, with tailored offerings for each. In emerging markets, we focus on laying a solid foundation for long-term success, while in mature markets, our goal is to enhance current operations for sustained growth. This dual approach allows us to meet publishers wherever they are in their journey, leveraging GAM360’s strengths to either build a robust starting point or optimize and elevate existing setups, always with the publisher’s unique challenges and goals in mind.”
Differentiation From The Competition
What differentiates the company from its competition? Tafla affirmed:
“Oraki stands out in the digital publishing sector by focusing on a publisher-strategic approach, not just offering tech solutions but also building lasting relationships and providing foundational infrastructure for business and digital strategy development. As one of only three GAM360 Resellers in EMEA, Oraki offers unique access to Google’s Publisher and Advertiser tech stacks, enhancing our ecosystem knowledge. This comprehensive understanding, combined with our commitment to innovation, cutting-edge technology, and expert consultation, ensures publishers have the necessary tools and support to excel.”
Future Company Goals
What are some of the company’s future company goals? Tafla concluded:
“Oraki’s future goals are centered on becoming the premier partner for publishers in all AdTech needs, with a particular focus on expanding our presence throughout the EMEA region. This ambition underlines our commitment to not only grow our footprint but also to deepen our engagement and support for publishers, ensuring they have the best tools and strategies to succeed in the dynamic digital advertising landscape.”
