""Our vision is to build a powerful technological and media-driven arm to break out of Overwolf Ads' closed ecosystem, expand its reach, and create unrivalled value in the gaming ad tech space," said Eyal Betzalel, COO of Overwolf Ads. "Overwolf has extraordinary assets in gaming. The opportunity now is to connect those assets to the broader programmatic ecosystem in a way that preserves quality, brand safety, "
"Betzalel brings more than a decade of experience scaling global ad tech platforms, having co-founded and led Primis from bootstrap to acquisition by IPG, generating nine figures in annual revenue and serving over 300 million monthly users across hundreds of publishers. At Overwolf Ads, Betzalel will focus on operational scale with the launch of Scalibur, a new programmatic product expected to debut in Q1 2026."
Eyal Betzalel joined Overwolf Ads as chief operating officer to lead media and programmatic expansion and scale operations. Overwolf Ads currently reaches over 113 million monthly gamers through premium in-game video and display ads, custom gameplay-driven activations, and partnered gaming websites. Betzalel previously co-founded and scaled Primis to nine-figure revenue and served over 300 million monthly users. Overwolf Ads will launch Scalibur, a programmatic product expected in Q1 2026, to identify and reach gamers beyond owned inventory across the open web. A pilot delivered an average 20% performance uplift across ten major desktop apps.
Read at Exchangewire
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