Industry Advertising Founded 2009 Headquarters Tel Aviv, Israel | Website woobi.com Formerly called TokenAds | |
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Founders Or Ben Naftali, Chaya Soggot Profiles | ||
Woobi is a programmatic in-game advertising platform for brands, advertisers, app developers and publishers, with offices in New York, London and Tel Aviv. It was founded in 2009 by Chaya Soggot and Or Ben Naftali, entrepreneurs in the field of Digital Marketing and Advertising. Through its three divisions of operation: Apps & Games, Video Advertising and Media Solutions, Woobi's offering spans across programmatic video advertising (SSP & RTB), branded video distribution, app monetization, user acquisition and media management. The company's technology platforms are based on advanced algorithms integrated into free-to-play based games, enabling to monetize non-paying users through value-exchange advertising, integrated into gameplay.
History
Woobi was founded in 2009 under the name "TokenAds". Its first product was a monetization solution for Facebook Apps, through an “offer-wall”. The company HQ is located in Tel Aviv. Early in 2014 Woobi opened its UK office based in London, and in 2016 in NYC.
Since its incorporation, the company had focused on IGA (In Game Advertising), rather than a wider social/entertainment application, and has released several technological advancements developed in-house over the years, aimed at monetizing non-paying players without compromising their gaming experience through targeted value-exchange in-game ads:
In 2009 TokenAds launched both the "Glocalization" concept, enabling local brands to advertise to local audiences, on a global basis, as well as real-time Optimization technologies based on Game Traits.
In 2011 TokenAds introduced in-play ad formats, integrated into gameplay (rather than into the game's payment section as was commonly used by game developers and publishers at the time).
In 2012 the company launched its cross-game tracking technology, aimed at improving user targeting capabilities, leading to its investment in developing wider user profiling technologies, and the release of its cross-data user profiling based platform in 2013.
In 2014 the company submitted a patent for its Dynamic Mindset Advertising technology, which is based on an algorithm integrated into free-to-play game loops and the user’s gameplay, and which, unlike standard digital media monetization, which is statically displayed in pre-determined media slots, the DMA based monetization aims to identify the exact moment a user is in a receptive mindset to engaging with a brand before displaying the ad.
In September 2014, TokenAds rebranded as "Woobi"
With the development of programmatic advertising, and its shift towards branded video ads, in 2016 Woobi launched its own in-game SSP (Supply Side Platform), and the RTB (Real-Time Bidding) Exchange. The company also leveraged its buyer-side platform to serve as an easy programmatic gateway for brand advertisers into the world of gaming.
In January 2017, Woobi won the Digiday Video Awards for "Best Video Distribution Platform".