A market-disrupting event: the yes advertising model has officially launched
yes is launching a new advertising model in VOD, with ads before content and during pauses. Partner reveals electricity consumption records, Fireblocks recruits a former US SEC official, and the Israeli Basketball Hall of Fame is inaugurated.
1. A market-disrupting event: the yes advertising model has officially launched
Viewers watching yes content via VOD this month were surprised to find advertisements before their selected programs. In some cases, ads also appear when clicking pause. This move, first reported in December 2024, is defined by industry experts as a "market-disrupting event."
In May, a pilot project featuring a Bank Leumi ad in the series "Fauda" was criticized by the market as "unsmart" because the ad could be skipped and was limited to a single client. Now, the scope has widened to include advertisers such as Migdal, Cal, Isracard, Frisbee, and Sano, with contracts also signed by Harel, The Phoenix, and Colmobil. While currently not fully segmented, personalization is expected to follow. Estimates place the CPM (cost per thousand impressions) at 115–135 shekels.
The collaboration involves three entities: yes provides the content, RGE handles ad sales, and Taboola provides the synchronization technology between screens. Consequently, ads viewed on TV will also appear on the websites the user browses.
Industry sources are divided on whether this will expand the advertising market or merely shift existing budgets. Meanwhile, some subscribers have expressed resentment on social media. In response, yes stated: "We are expanding our advertising integration to invest in original productions. Ads do not appear during the content itself or in children's programming."
2. Electricity consumption records in Ramat HaSharon
Since the Partner group entered the electricity market under the Partner Power brand, tens of thousands of households have joined. The company has now shared its first data on consumption habits for the period between August 2025 and July 2026.
Average monthly consumption is approximately 760 kWh, with an average payment of 456 shekels. During summer months (June–September), this jumps to 965 kWh and 582 shekels. Ramat HaSharon residents are the "heaviest" consumers, followed by Hod HaSharon, Modi'in-Maccabim-Re'ut, Rosh HaAyin, and Bat Yam. The lowest consumption was recorded in Givatayim, Kiryat Bialik, Kiryat Motzkin, Haifa, and Karmiel.
Peak consumption occurs on Fridays and Saturdays, with the most active hours being 16:00–21:00. The daily consumption record was set on August 15 of last year.
3. New appointment at Fireblocks
Elad Roisman, a former Commissioner of the US Securities and Exchange Commission, has been appointed VP of Regulation and Policy at the Israeli unicorn Fireblocks, which provides blockchain platforms for financial institutions.
CEO Michael Shaulov stated: "Working with people who know the mindset of regulators from the inside allows us to participate more significantly in policy discussions." Roisman added that there is currently unprecedented interest from regulators and legislators in enabling innovation within the digital asset sector.
4. Sport: Israeli Basketball Hall of Fame
The Basketball Association has inaugurated the Israeli Basketball Hall of Fame. The first inductees include Tal Brody, Miki Berkovich, Barry Leibowitz, Aviva Balas, and Aluma Goren. The gala event also featured a leadership panel with Deni Avdija, Oded Kattash, Ziv Shilon, and Shira HaElyon.
Number of the day: 100,000 — the number of passengers scheduled to pass through Ben Gurion Airport on Thursday, the day of a surprise employee strike.
