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Adcore Inc.

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Adcore Inc. is a publicly traded digital marketing and advertising technology company headquartered in Tel Aviv, Israel. The company provides automated campaign management solutions for e-commerce businesses, leveraging proprietary artificial intelligence tools to optimize ad performance across platforms such as Google, Microsoft, Facebook, and TikTok. Adcore was founded in 2006 and trades on the Toronto Stock Exchange under the ticker symbol ADCO. It has operated internationally, with offices in Canada, Australia, Hong Kong, and China. Since 2018, Adcore has been a contracted vendor for the Israel Government Advertising Agency (IGAA), managing digital advertising campaigns that include tourism promotion and international outreach initiatives.

Adcore Inc. was founded in 2006 by Omri Brill, who continues to serve as the company’s CEO and Chairman. Under his leadership, Adcore has evolved from a small digital agency into a publicly traded advertising technology company specializing in AI-powered marketing automation. The company is headquartered in Tel Aviv, Israel, with additional offices in Toronto, Melbourne, and other global locations.

Brill holds a Bachelor of Science in Industrial Engineering from Tel Aviv University and has over 20 years of experience in the digital advertising industry.

IGAA

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The Israel Government Advertising Agency (IGAA; Hebrew: לשכת הפרסום הממשלתית‎, Lishkat haPirsum haMemshaltit, lit. "Government Advertising Bureau"; commonly abbreviated as Lapam; Hebrew: לפ״מ‎) is the state-run bureau responsible for executing public communications and advertising on behalf of the Government of Israel.

History

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The agency was originally part of the Ministry of Culture and Sport and later operated under the Ministry of Communications, before coming under the purview of the Prime Minister's Office. Lapam develops and manages advertising campaigns for government ministries, the military, law enforcement, public universities, state-owned corporations, museums, and other public sector entities. Its responsibilities span campaign strategy, market research, creative development, media planning, production, and ad placement—both in Israel and abroad, including campaigns for the Ministry of Foreign Affairs and Ministry of Aliyah and Integration.

Leadership

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As of May 2025, Gadi Margalit serves as head of the agency, following his appointment after leading the Ministry of Public Diplomacy. He succeeded Gali Sembira, who was dismissed in August 2023.

Structure and mandates

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Lapam is structured into multiple operational units, including research, creative, budgeting, film production, digital design, and ongoing campaign management. It is not funded through a central state budget, but rather operates on payments from the agencies it serves. Historically based in Tel Aviv’s Shalom Tower, the agency moved to Jerusalem in 2023—a relocation that prompted a wave of staff resignations. Between 2015 and 2021, Lapam shifted significantly from print to digital advertising: spending on internet platforms rose from 21% to 31% of the agency's media budget, while newspaper ad spending fell from 22% to 12%. Lapam also conducts mandatory government notices and public health campaigns, such as those during the COVID-19 pandemic, which led to a temporary increase in television ad expenditures.

Outbrain Inc.

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Outbrain Inc. is an advertising technology company that specializes in native advertising and content recommendation. Founded in 2006 and headquartered in New York City (incorporated in Delaware), the company provides a platform that places sponsored links and promoted content across a network of major publisher websites, including CNN, The Guardian, and The Washington Post. Outbrain's technology uses algorithms to target users based on behavioral data, geography, and interests, allowing advertisers to reach audiences with content that mimics the appearance of editorial material. The company went public on the NASDAQ under the ticker symbol OB in July 2021. Outbrain has faced both praise for its effectiveness in driving web traffic and criticism for enabling low-quality or misleading content under the guise of editorial recommendations.

As of May 23, 2025, its CEO was David Kostman. Its principal executive office is at 111 West 19th Street , 3rd Floor, Manhattan, New York 10011.

David Kostman is an Israeli-American technology executive, investment banker, and corporate director. As of February 2025, he serves as Chief Executive Officer of Teads, a global advertising platform acquired by Outbrain, where he also continues to serve as co-Chief Executive Officer and a member of the board. Kostman has been Chairman of the Board of NICE Ltd. (Nasdaq: NICE) since 2013, and also sits on the boards of Unity Software Inc. (Nasdaq: U) and TIVIT S.A., a Latin American technology services provider. He is also Chairman of the American Friends of Natal, a nonprofit supporting social initiatives in Israel.

Earlier in his career, Kostman held senior executive roles in both the finance and technology sectors. He served as Managing Director and Head of the Global Internet Group in the investment banking division of Lehman Brothers, and began his finance career at NM Rothschild & Sons. He was previously Chief Executive Officer and Chief Operating Officer of Delta Galil USA, a subsidiary of Delta Galil Industries Ltd., and President and COO of VerticalNet Inc., an early publicly traded B2B e-commerce company.

Kostman holds an LLB in Law from Tel Aviv University and an MBA from INSEAD.

TipHero

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TipHero is a digital media platform founded in 2008 by Nick Owsley and Ray Hibbard. Originally established during the economic downturn as a personal finance website focusing on money-saving tips, TipHero has since expanded its content to include a wide range of topics such as recipes, DIY projects, cleaning hacks, health advice, and lifestyle tips. The platform gained recognition in 2010 when Kiplinger’s Magazine named it the best money-saving blog on the internet. TipHero operates under Tipedia LLC and is headquartered in Portland, Oregon.

Sandra Wolicki, Media Production Specialist
Lauren von Hagel, Editor

Ray Hibbard is an American entrepreneur and digital media executive, best known as the co-founder of TipHero, a lifestyle and personal finance website launched in 2008. He previously held leadership roles at several online ventures, including serving as Director of Online Marketing at SmarterTravel and as Founder and CEO of Tyzo.com, a travel search platform. Hibbard is also a co-founder of PromoSimple, a tool for running online promotions and giveaways. He earned his degree from Portland State University and is based in Cambridge, Massachusetts.

Nick Owsley is an American entrepreneur and digital media executive, best known as the co-founder of TipHero, a lifestyle and personal finance website launched in 2008. Based in Cambridge, Massachusetts, Owsley has played a key role in the development of TipHero's content strategy, focusing on recipes, DIY projects, and consumer advice. He serves at the executive level within the company.

Lauren von Hagel is an American writer and editor, currently serving as an editor at TipHero, a lifestyle and personal finance website founded in 2008. She holds a BFA from Emerson College and an MFA from the University of Massachusetts Boston. Based in Cambridge, Massachusetts, von Hagel contributes to TipHero's editorial direction, with a focus on home, food, and lifestyle content.

Sandra Wolicki is an American media professional currently working as a Media Production Specialist at TipHero, a lifestyle and personal finance website founded in 2008. She is part of the advertising team within the company’s marketing department. Prior to joining TipHero, Wolicki worked as a Network Data Operations Specialist II at Portland General Electric. She is based in the United States.

Others

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HuffPost

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  • Primal Health Discovery
  • People Health News
  • Pure Wellness
  • Cruise Chews

Taboola

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Fox News Digital utilizes Taboola as its primary native advertising partner. Taboola specializes in content recommendation widgets that display sponsored links and promoted stories within or alongside editorial content. These widgets are designed to blend seamlessly with the site's articles, often labeled as "Sponsored Content" or "Around the Web," and are a common feature across major news websites.

In addition to Taboola, Fox News Digital's advertising inventory includes partnerships with other major ad tech platforms such as Outbrain, Index Exchange, AppNexus, and Undertone. These collaborations are evident in Fox News Digital's ads.txt file, which lists authorized digital advertising partners.

For advertisers interested in placing native ads on Fox News Digital, Taboola offers a self-service platform where campaigns can be set up with a daily budget and cost-per-click (CPC) bidding. This allows for control over advertising costs and targeting options.

AppNexus

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Main article: AppNexus

Undertone

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Main article: Undertone (advertising company)


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Bibliography

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Notes

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Primary sources

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  • Adcore Announcements (August 8, 2023). "Adcore Announces Israel Government Advertising Agency Contract Extension" (company press release). Archived from the original on May 4, 2025. Retrieved May 23, 2025.


Secondare sources

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  1. Blog ed.: "Israel Secretly Targets U.S. Lawmakers With Influence Campaign on Gaza War". Archived from the original on April 4, 2025. Retrieved May 24, 2025. ProQuest 3064471189 (U.S. Newsstream database).
  2. Print ed.: "Israel Secretly Targets U.S. Lawmakers With Influence Campaign on Gaza War" (Late ed.). p. 1 (section A). ProQuest 3065014907 (U.S. Newsstream database).





    1. Case Study: "Israeli Ministry of Tourism – The Israeli Ministry of Tourism's Goal Was Completed Video Views — Taboola Upped the Ante With Conversions" (PDF). Taboola.


+972 Magazine is an independent, nonprofit digital publication founded in 2010 by a group of Israeli and Palestinian journalists based in Israel-Palestine. The magazine describes its mission as focusing on democracy, human rights, and social justice, with an editorial emphasis on perspectives often underrepresented in Israeli mainstream media — particularly those of Palestinians in the occupied territories and within Israel. It is published by the nonprofit organization "972 – Advancement of Citizen Journalism" and operates in conjunction with its Hebrew-language sister site, Local Call, co-published with Just Vision.

History

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The agency was originally part of:

  1. 20??–2016: The Ministry of Culture and Sport[1] and later operated under
  2. 20??–July 2016: The Ministry of Communications, when – from November 5, 2014, to February 21, 2017 – Netanyahu served as its Minister (while Prime Minister).
  3. July 2016–2020? Ministry of Culture and Sport, when – from May 14, 2015, to May 17, 2020 – Miri Regev served as Minister. Also, Regev, in 2016, appointed the new Cabinet level head of Lapam. And, around 2018, Regev, herself, was appointed head of Lapam.

    before coming under the purview of the Prime Minister's Office.
  4. In July 2016, the government transferred oversight of the agency from the Prime Minister's Office to the Ministry of Culture and Sport, under Minister Miri Regev. The cabinet decision gave Regev the authority to appoint Lapam's director, marking a significant shift in political control over government advertising. At the time, Lapam managed an annual advertising budget of ₪133 million approximately US$35 (equivalent to $45.86 in 2024), a 13% increase from the previous year), placing it among the top ten advertisers in Israel.[2]

Lapam leadership

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  1. Gadi Margalit served as Lapam's director (CEO) from November 2011 until 2016.
  2. Gali Sembira served only four months before being fired in August 2023 by Galit Distel-Atbaryan,[3] who had been Minister of Information from 29 December 29, 2022, to October 12, 2023.
  3. Gadi Margalit has been serving as Lapam's director (CEO) as of 2023.

Lapam develops and manages advertising campaigns for government ministries, the military, law enforcement, public universities, state-owned corporations, museums, and other public sector entities. Its responsibilities span campaign strategy, market research, creative development, media planning, production, and ad placement—both in Israel and abroad, including campaigns for the Ministry of Foreign Affairs and the Ministry of Aliyah and Integration.[3]

IGAA leadership

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  1. Boaz Stambler [he], from January 2018 to October 2021, served as the Director of the Government Advertising Bureau. Previously, from 2015 to 2017, he worked in the Office of Prime Minister Benjamin Netanyahu as the Prime Minister's Spokesperson. As part of his position, he served as the spokesperson for the Mossad and the National Security Bureau and was responsible for managing the spokespeople of additional units subordinate to the Prime Minister's Office

Disclosure of paid content

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In the United States, the Federal Trade Commission (FTC) began explicitly enforcing disclosure rules for native advertising and sponsored content around 2015, under Section 5 of the Federal Trade Commission Act of 1914, which prohibits deceptive practices.

Unlike the United States and many EU countries where disclosure of sponsored content is required by law, some jurisdictions—including Israel—have no statutory disclosure requirement, allowing government-sponsored content to blend more freely with editorial material.

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  • Osnat Elgum Mizrahi, Data on the advertising expenditures of the Israel Government Advertising Agency (Lapam) from 2015–2021, with emphasis on advertisements to the Arab sector, Knesset Research and Information Center, on the Knesset website, December 26, 2021.
  • Meital Zada, Israel Government Advertising Agency: “The government entered the field of advertising too late”, on Calcalist, September 24, 2008.
  • (Subscription only) Nati Toker, Battle over 170 million shekels per year: major advertisers want to dismantle Lapam, on TheMarker, March 25, 2015.
In recordings obtained by Haaretz, the legal advisor of the agency explained his opposition to a proposed law that would require accessibility of television broadcasts, stating that the translation would harm the effectiveness of the advertisement and delay its airing.


IGAA references

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"Who are the Landlords Here?" was an election slogan of Otzma Yehudit (Jewish Power) – a far-right political party in Israel led by Itamar Ben-Gvir. It signals that Jews should not only own the state but also its public space. This normative political statement aligns with the dominant attitude towards group rights for the Arab-Palestinian citizens of Israel.



  • Chatib, Ahmed (2018). "Expenses of Israel's Government Advertising Agency for Media in Arab Society Between the Years 2013–2016". Noting that the Israel Government Advertising Agency devotes 4.9% of its entire budget for publications in the arabic media and signs, despite the fact that Arab citizens comprise 18% of the entire population. The Center for Research and Information. {{cite journal}}: Cite journal requires |journal= (help)


The Israeli government has spent an estimated $7.1 million on digital ad campaigns to shape Western public opinion amid the Gaza conflict, according to journalist Sophia Smith Galer. Using data from Semrush, she found that YouTube, X (formerly Twitter), and platforms like Facebook, and Duolingo were targeted, with most ads aimed at France, Germany, and the United Kingdom. Many were graphic, emotional, and allegedly violated ad guidelines; some were later removed by Google. The effort reflects a coordinated attempt by Israel's Foreign Ministry to influence discourse through paid media across Europe and the U.S.




Advertorial → Primal Health Discovery (distributed by Outbrain): Miller, Rob (March 18, 2025). U.S. – Men's Health "Could 'Brown Fat' Be The Key To Losing Weight After 40?". Sheffield: Apex Labs. Archived from the original on May 15, 2025. Retrieved June 1, 2025.


Advertorial → People Health News (distributed by Outbrain): Rikuru, M.D., Patrysha (January 2025). "Cardiologist: Too Much Belly Fat? Do This Before Bed (Watch!) Discover the So-Called 'Lazy Way' to Lose Weight—Details Revealed in This Viral Video". Wellness Guide 101.

WellnessGuide101.com

"GossipHerald"



The headline "בנות מלך החוצה" ("Daughters of the King, Out") is an reductio ad absurdum inversion of the biblical phrase “כל כבודה בת מלך פנימה” ("All the glory of a king's daughter is within," Psalm 45:13), a verse traditionally cited in ultra-Orthodox Jewish contexts to justify modesty and seclusion of women. The editorial uses this phrase satirically to criticize the exclusion of women from public leadership roles in the current Israeli government.





    1. Tucker, Zvi [in Hebrew]; Zrahia (July 31, 2016). "No Debate? Without Prior Discussion: Miri Regev Took Control of All Government Advertising Worth 300 Million Shekels" [לא לדאוגוסט? ללא דיון מוקדם: מירי רגב קיבלה שליטה על כל הפרסום הממשלתי ב-300 מיליון שקל] (in Hebrew). Archived from the original on May 26, 2025. Retrieved May 26, 2025.
      The government decided to transfer the operations of the Israel Government Advertising Agency (Lapam) to the authority of the Ministry of Culture and Sports, even though there is no clear connection between the ministry’s activities and those of the agency.
    2. Google translation
    3. test (in Hebrew) (Translate: Google, Bing, Yandex)
    4. Koren-Diner, Roni (January 27, 2002). "New Commercial Break Logo to Replace the Longtime [Hebrew] 'פ' Used on Both Commercial Channels" [לוגו חדש לזמן הפרסומות יחליף את ה"פ" הוותיק בשני הערוצים המסחריים] (in Hebrew). Archived from the original on May 26, 2026. Retrieved May 26, 2025.
      The new advertising logo was produced by the Government Advertising Bureau for the Second Authority for Television and Radio. The logo will appear for now only on the new channel; on Channel 2, the old logo will be replaced only in about two months, with the launch of the channel's branding campaign.
    5. Goichman, Rafaela (February 9, 2022). "Moriah Shalom, CEO of Makor Rishon, Appointed Head of the Israel Government Advertising Agency" [מנכ"לית "מקור ראשון" מוריה שלום נבחרה לנהל את לשכת הפרסום הממשלתית] (in Hebrew). Archived from the original on May 26, 2025. Retrieved May 26, 2025.
      The search committee of the Prime Minister's Office recommended Shalom for the position, and the appointment will now go to a government vote. The committee's selection process, which included a brief round of Zoom interviews, faced criticism.
    6. Tucker, Nati [in Hebrew] (October 1, 2023). "Prime Minister's Office Blocks Hiring at Lapam. What Are They Planning?" [במשרד ראש הממשלה חוסמים גיוס עובדים בלשכת הפרסום הממשלתית. מה הם מתכננים?] (in Hebrew). Archived from the original on May 26, 2025. Retrieved May 26, 2025.
      More than 45 out of 60 employees at the Government Advertising Agency (LAPAM) announced their resignation last week due to the agency’s relocation to Jerusalem. Per the directive of the Prime Minister's Office, no tenders were issued for the positions, even though the resignations were anticipated. Control over LAPAM could grant the government access to one of the key revenue streams of media organizations.
    7. Gueta, Yasmin; Tucker, Nati [in Hebrew] (June 3, 2024). "80% of Lapam Employees Have Resigned — No One Left to Run Public Information in Emergencies" [80% מעובדי לפ"מ פרשו — ואין מי שמבצע הסברה בשעת חירום] (in Hebrew). Archived from the original on May 26, 2025. Retrieved May 26, 2025.
      The Government Advertising Agency has been depleted of staff in recent weeks following the implementation of a voluntary retirement plan. The Prime Minister's Office has made no effort to find replacements — leaving government ministries without access to routine advertising services. The remaining employees fear this may be part of a political takeover attempt.
  1. ^ Marker, Jul. 31, 2016.
  2. ^ Binyamin, July 31, 2016.
  3. ^ a b Keller-Lynn, August 29, 2023.
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