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Sensitive content: This article mentions deaths related to the Israel-Hamas war.
At the start of October, the advertising industry usually kicks into high gear to prepare for the following year, monitoring client performance during the critical fourth quarter and attending a plethora of industry events in October and November.
But this year has been anything but business as usual in Israel, a popular headquarter location for ad-tech firms outside of the U.S. and U.K. After Hamas militants attacked Israel on Oct. 7, the region has descended into conflict, with the Israeli army advancing into the Gaza Strip in response.
More than 1,400 Israelis and more than 2,800 Palestinians have been killed, according to The New York Times. While the fate of the ad-tech industry pales in comparison to the huge loss of life on both sides, there are ramifications for a global industry that is navigating a conflict and will need to rebuild.
Many ad-tech employees have been drafted, as Israel—which has had conscription since its founding in 1948—calls upon hundreds of thousands of reserve soldiers. As other workers are staying home to grieve the loss of loved ones and care for children attending schools virtually, Israeli ad-tech companies are shelving marketing plans, holding new product launches and skipping conferences, five Israeli ad-tech executives told Adweek.
“Everyone knows someone that got murdered or got hurt,” said Omri Argaman, chief marketing officer of Zoomd, a campaign management mar-tech tool publicly traded on the Toronto Stock Exchange. Argaman shared that one of his best friend’s 24-year-old daughter was killed in the violence.
Several prominent ad-tech firms were founded or are currently headquartered in Israel, including Taboola, Outbrain, Primis, Anzu and Datonics.
Adweek was unable to reach any ad-tech firms based in Palestine. TechCrunch outlined the impact on Gaza’s growing tech scene, which has seen offices physically destroyed and employees evacuating the region.
While Israeli ad-tech firms are scaling back some operations, sources said ad-tech employees not called to fight in the army are working harder to pick up the slack, as making sure Israel’s economy is not affected is seen as a point of national pride.
“Everybody is doing more than they used to before Oct. 7,” Argaman said.
A maintenance mindset while facing cyberattacks
Several sources said that since the attacks earlier this month, their firms have focused on maintaining and supporting existing clients rather than adding new features.
Sell-side video ad-tech firm Primis is more focused on maintenance than growth, as 20% of its employees or their partners have been drafted, said vp of marketing Lior Shvo. Meanwhile, the research and development team has been dealing with increased cyberattacks.
