Perion unifies technologies under single platform in major organizational shift

Perion Network Ltd. (NASDAQ & TASE: PERI) announced a significant strategic transformation today, consolidating all its technologies and brands under a unified platform called "Perion One." According to the company's announcement released on February 3, 2025, this organizational restructuring aims to streamline operations and enhance service delivery across digital advertising channels.

The announcement, which comes amid rapid changes in the digital advertising landscape, positions the company to address complexities in modern marketing through artificial intelligence integration. The strategic shift includes substantial changes to Perion's leadership structure, with several key appointments and promotions announced simultaneously.

According to Tal Jacobson, Perion's CEO, the transformation extends beyond mere rebranding. "Chief Marketing Officers and their marketing teams need seamless, nimble, and comprehensive solutions that can connect the dots across the media ecosystem, empowering them to deploy advertising dollars with confidence and report on actual impact – Perion One will be that solution," Jacobson stated in the company's official press release.

The company has appointed Stephen Yap, previously at Google, as the new Chief Revenue Officer to lead global sales operations. Kenny Lau, formerly Chief Product Officer at Undertone, has been promoted to Perion's Chief Product Officer, while Mina Naguib, previously Chief Technology Officer at Hivestack, has been elevated to the position of Perion's Chief Technology Officer. Additionally, Adi Shpak has been promoted to lead Perion's AI Labs, focusing on deep learning and AI algorithm development.

The technical foundation of Perion One builds upon Hivestack's technology infrastructure. The platform aims to provide comprehensive visibility across marketing channels, leveraging artificial intelligence to optimize advertising spend and performance measurement. This integration marks a significant technical advancement in how the company processes and utilizes advertising data across multiple channels.

Perion's restructuring reflects broader industry trends toward consolidated technology stacks and integrated marketing solutions. The company serves various segments of the advertising industry, including brands, agencies, and retailers, processing advertising investments across major digital channels.

In technical terms, the Perion One platform represents an architectural shift in how the company delivers its services. The integration encompasses multiple technological capabilities, from digital out-of-home advertising to connected TV and open web platforms, unified under a single technical infrastructure.

The financial implications of this transformation extend to several key performance indicators. According to the company's statements, the unified platform is expected to impact customer retention metrics, contract duration, and recurring revenue per customer. The company trades on both NASDAQ and the Tel Aviv Stock Exchange under the ticker symbol PERI.

This strategic realignment follows Perion's acquisition of Hivestack, completed approximately one year ago. The integration of Hivestack's technical capabilities into the broader Perion One platform represents a key component of the company's technical strategy moving forward.

The transformation comes as the digital advertising industry faces increasing complexity in campaign management and measurement. According to company materials, the global advertising budget approaches $700 billion annually, highlighting the scale of the market Perion aims to address with its unified platform.

From an operational perspective, the consolidation involves merging various technological solutions and brand identities under the Perion name. This includes standardizing the company's approach to artificial intelligence implementation across its service offerings and establishing unified protocols for data processing and campaign optimization.

The announcement emphasizes the technical capabilities of the platform in addressing specific advertiser needs, including precision targeting, cross-channel campaign management, and performance measurement. These capabilities build upon existing technological infrastructure while introducing new integrated solutions for campaign optimization.

Perion Network Ltd., headquartered in New York and Tel Aviv, continues to maintain its focus on technological solutions for digital advertising, with the Perion One platform representing its latest advancement in addressing market demands for integrated advertising technology solutions.