Perion Network Ltd. (Perion) operates as a global technology leader in connecting advertisers to consumers across digital advertising channels, including display, Connected TV (CTV), Open Web, Digital Out of Home (DOOH), search, social and digital audio.
The company is focused on making digital advertising more effective by building adaptable technologies that continuously connect the dots between people, places, and creativity across the digital advertising ecosystem. As it operates in a highl...
Perion Network Ltd. (Perion) operates as a global technology leader in connecting advertisers to consumers across digital advertising channels, including display, Connected TV (CTV), Open Web, Digital Out of Home (DOOH), search, social and digital audio.
The company is focused on making digital advertising more effective by building adaptable technologies that continuously connect the dots between people, places, and creativity across the digital advertising ecosystem. As it operates in a highly competitive market, the company continuously seeks new innovative products and solutions that address current and future advertiser needs. To help brands, agencies, and retailers navigate the complexities of modern advertising, the company has introduced its Perion One strategy, which aims to unify all its technologies and solutions into one advanced platform.
The company develops, enhances, acquires, and aggregates tools and solutions that are relevant in an ever-evolving market. It has a strategic footprint across channels, formats, and geographies, and it keeps expanding it, organically and inorganically, through acquisitions.
Business Strategy
Perion One represents a fundamental evolution in the company’s business strategy, intended to transition from a siloed operational model to an integrated, AI-driven platform. The Perion One strategy is designed to unify the company’s offerings into a single, multi-channel solution that enhances efficiency, improves advertiser outcomes, and strengthens its competitive positioning in the evolving digital advertising landscape.
The company’s Perion One strategy aims to address the growing industry demand for integrated advertising solutions that simplify execution across multiple channels. By consolidating the company’s technologies and brands into a single AI-powered platform, it plans to provide brands, agencies, and retailers with a streamlined solution that enhances campaign effectiveness and operational efficiency.
Growth Strategy
The company’s growth strategy is built on a foundation of its Perion One strategy, global expansion, and leveraging innovative technological advertising solutions across digital channels, naturally existing on advertising properties along the consumer journey.
The company’s elements of strategy are a multichannel approach; leveraging the growth of commerce and retail media; investments in technology; geographical expansion; and inorganic growth.
Solutions
The company’s solutions span across key domains, such as high-impact display, CTV, Retail & Commerce, DOOH, digital audio, advanced audience segmentation - SORT, search advertising, social, and website publisher’s solutions.
The company’s solutions are designed to help publishers optimize the value of their digital properties while enabling advertisers to engage audiences through relevant and impactful advertising.
High-Impact Display
Leveraging the growth in digital media consumption, the company’s advanced technology solutions are designed to deliver immersive, high-impact experiences across desktop, mobile, and tablet. The company’s AI-driven dynamic creative technology, combined with a powerful in-house design and AI teams, is designed to enable personalized, visually striking ads that captivate audiences and drive engagement. One of the company’s innovations is its in-ad AI Chatbot, allowing consumers to interact with advertisers in real time, enhancing user experience and brand connection. With premium inventory and both cookie-based and cookieless targeting solutions, Perion offers by-design seamless, high-quality ad placements that meet the evolving industry demands.
CTV
The company’s High Impact CTV Solution Suite is engineered to captivate audiences, punctuating the traditional commercial break with storytelling precision and interactive elements. The company harnesses the power of the TV screen to allow brands to make an indelible impression during prime moments—whether it's during a gripping live sports event, the intermission of favorite shows, or even during a paused screen scenario.
Towards the end of 2024, the company launched Anyplace TV, a global, cross-channel video advertising solution that extends CTV and video campaigns beyond traditional screens to one-to-many Digital Out-of-Home (DOOH) environments. By leveraging Perion’s DOOH impression multiplier methodology via the DOOH platform, Anyplace TV is designed to allow advertisers to achieve greater scale, efficiency, and guaranteed Media Ratings Council (MRC)-accredited viewability, and to streamline campaign execution by unifying CTV and DOOH, making it easier for brands to increase reach and impact.
Retail Media & Commerce
The company provides a range of solutions for retailers, designed to leverage their first-party data, as well as Perion’s know-how and technology, to increase sales, loyalty, and ROAS. This includes digitizing traditional circulars into dynamic, localized, and personalized ads, as well as offering various ad formats to maximize the impact of their data. For Consumer Packaged Goods (CPG) brands, the company offers dynamic, personalized, and localized ads with functionalities like Add to Cart from the creative.
DOOH
The company’s global full stack DOOH platform offers media owners an array of purpose-built software, such as the DOOH Ad Server, supply-side platform (SSP), and Header Bidder, designed to manage, deliver, and optimize advertising campaigns and revenue for out-of-home digital screens, enhancing yield and diversifying demand sources.
The company’s curation solutions provide advertisers with a centralized marketplace to create and manage programmatic DOOH campaigns efficiently. It consolidates inventory from its 390 media owners across 34 markets under a single Deal ID, simplifying planning and activation.
For media buyers, the company’s DOOH demand-side platform (DSP), along with its unique smart tools for campaign planning, delivery, and measurement, provides robust capabilities for audience geolocation and contextual targeting, sourcing optimal inventory and maximizing the effectiveness and ROI of DOOH advertising campaigns.
This platform is used by many of the world's largest brands, agencies, media owners, and partners, including Uber, Colgate, Lego, InterContinental Hotel Group, Doordash, GroupM, Dentsu, The Trade Desk, Xandr, Clear Channel, Lamar, Stroër, and many more.
Digital Audio
Responding to this market demand, the company introduced WAVE, a generative AI cutting-edge addition to its advertiser solution suite. WAVE leverages Generative AI to produce dynamic audio ads, generating hundreds of thousands of tailored audio messages. This solution adapts in real-time to a variety of factors, such as context, behavior, geography, and demographics, employing advanced AI algorithms designed to significantly enhance consumer engagement and impact.
SORT
SORT is a product of the company’s AI Lab, a proprietary, privacy-focused targeting technology enabling the ability for advertisers to find the consumers most interested in their brand in that moment across all browsers and devices. This solution helps brands reach optimal performance by predicting how consumer groups will respond to an ad without privacy-invasive practices or legacy third-party cookie-based targeting tactics.
SORT technology utilizes real-time, cookieless data signals to identify users with shared traits and behaviors, then classifies them into addressable and anonymous Smart Groups using a sophisticated, proprietary AI algorithm. SORT - which stands for ‘Smart Optimization of Responsive Traits’ – not only eliminates the need for cookies, but is being demonstrated by actual, real-time comparison tests made by Neutronian, a respected third-party research firm, to outperform third party cookies. In May 2024, the company unveiled an upgraded version of SORT, which now has more web capabilities and is also available for CTV advertising. Due to its strong performance, SORT is currently used by the majority of its eligible customers.
SORT provides a competitive solution that should help the company capture additional revenue as brands and advertisers move away from traditional methods, such as cookies.
Finally, thanks to a proprietary ‘Privacy Shield’ graphic logo that is incorporated into every ad unit utilizing the technology, SORT consumers are able to recognize when an advertisement they are interested in is utilizing SORT, which is a cookieless offering that does not track their behavior online.
Search Advertising
The company’s Search monetization solution consists of the following two offerings:
App Monetization - using intent-based search signals to monetize publishers' desktop and mobile apps.
Search Mediation - enables media traders to monetize search demand and achieve higher yields by leveraging the machine learning that drives the company’s mediation platform.
The company is continuously innovating and advancing its solutions to provide more value in this dynamic environment. It deploys advanced AI and machine learning to optimize yield for its publishers and transform search into revenue. According to eMarketer reports, advertisers will increase their investment in search through 2027.
Microsoft Advertising has been the company’s partner since 2010. It entered into its first agreement with Microsoft in 2010. In November 2020, it entered into a renewed agreement with Microsoft which became effective on January 1, 2021, and expired on December 31, 2024, and which is now in its tail period. In the first quarter of 2024, the company experienced a decline in its search advertising activity, attributable to changes in advertising pricing and mechanisms implemented by Microsoft in its search distribution marketplace. These adjustments led to a reduction in Revenue Per Thousand Impressions (RPM) for both Perion and other Microsoft distribution partners. In the second quarter of 2024, the company experienced an additional decline in its search advertising activity attributable to Microsoft’s exclusion of a number of publishers from its search distribution marketplace.
Social
The Perion Social platform supports the various phases of campaign management across different channels, integrated with the major social channels, such as Meta, LinkedIn, Snapchat, X, and Pinterest. The platform manages each of the planning, execution, optimization, and measurement phases and is designed to simplify the complexity of cross-channel advertising for brands and agencies while optimizing performance through AI in one unified, actionable, holistic, and intuitive dashboard.
The company also developed sophisticated capabilities to buy media on social channels, such as Meta, X, and TikTok, and others. The uniqueness is in the optimization process which runs in real-time, connecting the monetization data flow and the cost of buying, per session. The service is a mix of manually managed service and machine learning algorithms that run dedicated buying rules.
Website Publisher’s Solution
The company’s Website Publisher Solutions provide publishers with monetization technology tools, including an Online Video Player, Ad Server, Display Monetization, and Yield Ad Management Platform.
The company helps connect publishers to the right demand sources, intended to maximize revenue potential and enhance ad performance with advanced AI technology to capture every revenue moment.
Enhancing its robust capabilities, the company’s Website Publisher’s Solutions platform now integrates seamlessly with Amazon's Transparent Ad Marketplace (TAM) and Unified Ad Marketplace (UAM), offering publishers access to its monetization capabilities and marketplace with ease.
As part of the company’s Website Publisher Solutions Platform, its machine learning employs AI analysis and deploys tens of thousands of signals to achieve maximum user engagement and publisher profitability.
Technology
The company’s strong technology moat is embedded in the core of its products and solutions. The company’s advanced technological solutions are applied throughout the consumer journey and marketing funnel, and include the following capabilities:
The ability to meet advertiser demand for higher sustained user engagement with the company’s sophisticated high-impact Ad suite;
The ability to monetize the fast-growing Retail Media business, reflected in 62% year-over-year revenue growth achieved in 2024;
The ability to innovate in sectors that matter most to brands, such as:
SORT, the company’s proprietary cookieless targeting technology, which was developed in response to advertisers’ growing recognition of user privacy matters and the planned deprecation of cookies by Google. SORT displays the result of the company’s ability to analyze the complex data signals that are derived from its assets that flow through its technology.
The introduction of WAVE, a generative AI-powered dynamic audio solution that creates personalized audio advertising messages at scale;
The introduction of Anyplace TV, a cross-channel video advertising solution that extends CTV and video campaigns to Digital Out-of-Home (DOOH) environments;
The ability to integrate programmatic DOOH advertising using cutting-edge technologies to target, deliver, and measure unforgettable, immersive ads that connect brands with people on the go;
The company’s AI Lab, which houses its AI-based R&D pipeline, has launched several products, such as SORT - its AI-based audience segmentation technology - which is now also available for CTV, dynamic audio ads technology WAVE, Dynamic Creative Optimization (DCO), and its in-ad AI Chatbot;
The ability to monetize search traffic through the company’s partnerships with search engines through innovative publisher-centric solutions and online quality control and monitoring systems.
The technology backbone behind the company’s solutions is designed to connect brands with consumers via meaningful digital interactions and experiences. This is done through these key components:
Perion One Platform
On February 3, 2025, the company introduced Perion One, its unified multichannel platform strategy. Perion One is both an advanced technology framework and a strategic consolidation of Perion’s existing capabilities, designed to enhance the efficiency and effectiveness of its solutions. By integrating and reimagining multiple technologies, Perion One will allow a seamless, streamlined experience for both supply and demand-side customers, making it easier to access, explore, and optimize the company’s products and services.
Supply Management Technologies
The Supply Management set of technologies is designed to facilitate relationships with the company’s publishers by treating every impression in an optimal manner. The company’s platform is driven by business requirements and agreed upon monetary expectations, which in turn determine which ads are allowed, what prices are expected, and the allowable frequency. The optimization in the company’s supply management platform is based on proprietary technology and its specific needs and use cases.
Demand Management Technologies
The Demand Management set of technologies is designed to assist advertisers with campaign planning, design, and activation by providing data-driven recommendations aligned with their specific objectives. It suggests advertising channels, audience targeting strategies, and ad product mixes based on benchmarks and past campaign data. Once a plan is developed, the platform facilitates execution by relaying instructions to the campaign management system, incorporating parameters, such as dates, volume levels, supply sources, and campaign goals.
Analytics Layer
The company’s Analytics Layer provides information and performance metrics and insights for its customers for both pre and post-campaign purposes. It reports all the required data, including total budget; the delivery of reach and impressions; engagement metrics, etc. The Analytics Layer supports the company’s data-driven operations, providing advertisers full visibility of KPIs on key processes while facilitating data and reporting in a self-service manner, with pre-built dashboards and reports, as well as self-serve operational interfaces.
Creative Platform
The company’s DCO - high-impact Dynamic Creative Optimization Platform is a key component of its solutions. The company’s proprietary creative technology platform enables the automation of High Impact ad unit production across all formats (Display, Video, CTV, and DOOH). The company’s consolidated technology workflow touches every aspect of campaign flow, including ad building, tag creation, creative optimizations, and post-campaign performance. It learns, adjusts, and continually iterates - allowing it to create engaging, high-performing user experiences that perform across all stages of the funnel. Available for use in fully managed campaigns or in programmatic channels, the company’s platform delivers superior results for advertisers and agencies looking to take their creativity to the next level.
The company’s AI-based creative platform has the ability to create hundreds and thousands of different ad permutations, targeted at different audiences. It also employs Generative AI for voice and audio advertising and utilizes its proprietary SORT targeting technology, which utilizes AI without using personally identifiable information data to find interested audiences across devices and browsers, based on real-time signals, such as weather and user intent groups.
AI Technologies
The company’s AI Technologies and machine learning bring deep intelligence to the various phases of campaigns: planning, activation, and reporting, utilizing models built on top of its data platforms. Based on campaign-to-campaign learnings and complex problem-solving methodologies, these technologies are leveraged to build products that generate better performance for its customers and improved efficiency by providing rules-based and budget optimizations. Among the products leveraging AI are the company’s SORT cookieless solution, WAVE audio ads, and more products in the pipeline.
The company’s AI Technologies are also in use to improve the efficiency of the machinery powering the Supply and Demand Management Technologies. The efficiency gains result in a leaner technology footprint and lower costs without sacrificing performance, as well as benefits partners on both sides of transactions via SPO/DPO (Supply Path Optimization / Demand Path Optimization).
Online Video Player
The company’s proprietary Online Video Player (OVP), which integrates a full, comprehensive suite of services, including an ad server, allows publishers and brands to upload, manage, and stream video content to targeted audiences. Perion’s OVP is certified with the major advertising platforms and compatible with all devices and video formats. The OVP is integrated with a proprietary ad server, ensuring a consistent user experience by reducing latency and errors, adding to its inherent power and efficiency.
Search Advertising Technology
The technology behind the company’s search solution is composed of the following systems:
Publisher management system that provides publishers access to an online dashboard providing analytics and performance optimization tools, as well as reports that enable them to maximize their distribution and monetization.
Search demand management system that integrates and onboards demand vendors to the company’s monetization products. The integration supports multiple vendors according to predefined configurations and rules, enabling various business models and offerings, and making it possible for Perion’s R&D team to innovate on the ‘search stack.’
Monetization products designed to deliver algorithmic search results concurrently with sponsored listings, both served for the same search queries. They can be operationalized in different ways, including the transmission of search queries to search engines, search Feed APIs operated on publishers’ domains, and an enriched and optimized hosted search results page which offers an enhanced user experience.
AI technology, which powers the company’s search solutions, optimizes the various phases of the funnel, including intent detection and demand optimization to drive performance optimization and enhance the consumer experience.
Competition
Among the company’s competitors, both on the supply side and on the demand side, are companies that are not public, such as Kargo, GumGum, and public companies, such as The Trade Desk, Pubmatic, Nexxen, Magnite, Teads, and others.
Some of the company’s competitors, including Google, Meta, Amazon, and Microsoft, are significantly larger and possess greater financial and technological resources than it does.
Intellectual Property
The company’s portfolio includes registered trademarks and domain names in various countries, as well as approximately 10 patents registered mainly in the U.S.
The company enters into licensing arrangements with third parties for the use of software components, graphic, sound, and multimedia content integrated into its products.
Government Regulation
The company is subject to the data privacy laws and regulations of various jurisdictions, including the EU General Data Protection Regulation 2016/679 (the ‘GDPR’), the California Consumer Privacy Act (as amended by the California Privacy Rights Act, the ‘CCPA’), the Israeli Privacy Law, the Canadian Privacy Law, and the EU ePrivacy Directive (‘ePD’).
Research and Development
The company’s research and development increased to $36.7 million in 2024.
History
The company was incorporated in 1999. The company was formerly known as IncrediMail Ltd. and changed its name to Perion Network Ltd. in 2011.
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