Gilad Hellerman

Gilad Hellerman is chief technology officer at DSNR Media Group. Joining DMG in January 2009, Gilad brings the knowledge and experience accumulated during years of intense activity in the global Internet market, creating and focusing client business models, defining products, and determining the most cost-efficient ways to implement their products. As head of the company’s Technology Department, he is responsible for the development of DMG suit of technology solutions.



The Perplexities of Pixels

Written on
November 17th 2010
Author
  |   Gilad Hellerman

ADOTAS – Earlier this month I met many of our colleges in the industry while attending the ad:tech conference in New York. I sat in summits and forums and private conversations which mostly revolved around super-intelligent, super-fast, super sophisticated technologies and business models, like real-time bidding, prediction algorithms, audience management and advanced targeting, all of which are geared towards generating more conversations for the advertisers. But all these wonderful technologies eventually ... More...

Ad Server Maturation, Part 2: The Future

Written on
October 4th 2010
Author
  |   Gilad Hellerman

ADOTAS – Let’s examine the possible evolution of these two new functions of ad servers we discussed on Friday: The ad media exchange feature’s future is discussed in length in Tim Cadogan’s article “When Ad Exchanges Talk to Each Other” and I concur with most of what he has written there. This future is bright and is a natural evolution of this near unique example of a “perfectly competitive market.” If ... More...

Ad Server Maturation, Part 1: Then and Now

Written on
October 1st 2010
Author
  |   Gilad Hellerman

ADOTAS – Traditionally, ad servers had two major functions: Serve ads Measure and track performance and billing Lately, two new functions evolved from these basic functions: Ad delivery optimization Ad media exchange Let’s evaluate the evolution of these two functions in relation to the ad exchange business model. Ad delivery optimization evolved for two major reasons: The first being the ad server’s need to distinguish themselves from their competition, thus drawing more publishers and advertisers ... More...

DSP + RTB: A Breakable Bond

Written on
September 14th 2010
Author
  |   Gilad Hellerman

ADOTAS – The concept of a demand-side platform (DSP) I understand and the concept of real-time bidding (RTB) I also understand. What I do not understand is the unbreakable bond between the two. It seems to me that the idea of a DSP was not powerful enough, nor was it innovative enough to stand alone, and so DSPers had to link them together to make a “powerful,” “new” technology and service. ... More...