It started with  internet tech, Moved into biotech, cleantech, and nanotech. Now it is the age of digital advertising. Whatever the latest blip in this third industrial revolution, Israeli brawn and chutzpah is there to be found.

For example, we know that “Israel-based digital platform specialist ironSource has announced that in the two months since its launch in February of this year Stickeez, which uses the company’s mobileCore native ad format, has boosted developer ad revenues by 20 percent.

And back at the beginning of the winter, Bob Dylan’s updated video of ‘ Like A Rolling Stone’ was a viral hit. It was “produced by (Israeli) media start-up Interlude, includes a novel interactive channel-tuning button, each channel mimicking a different cable channel or news program.”

Even though Matomy’s IPO launch in London for  US$100m has been cancelled, the trends are there to be seen. Digital advertising, as powered through smartphones is the ‘in-thing’ and Israeli tech is right amongst the mix.

An interesting article in the Hebrew paper, “the Calcalist” (The Economist) listed 10 start-ups, each targeting a niche in this market. Typically, they have been operating for around 24 months, employing 15 or so people. I invite you to check out the websites of Dynamic Yield, youAPPi, Ongage, AppsFlyer and others.

One that has caught my eye is Carambola, named after a fruit in the shape of a star fish. Their ads operate like advanced versions of layovers and in-video popup ads that appear on YouTube videos. I was also interested in Roojoom, which are taking presentations way beyond the regular Microsoft format. And of course, there is Widdit that was established ‘as long ago as’ 2007 and whose products can be found amongst 60 million users globally.

As the day of the paid-for app is drawing to an end, advertising is becoming a key feature in the smartphone market. Ensuring people look at and then click on the ads is already an important part of world commerce. Holy Land tech is helping to convert that miracle into a reality.