In this edition of Bright Founders Talk, we had the pleasure of speaking with Shachar Orren, Co-Founder, CRO, and CMO at EX.CO—a video technology company at the forefront of digital media innovation. With over a decade of experience building solutions for publishers, EX.CO is redefining how media companies monetize video across web and connected TV platforms.

Shachar brings a unique perspective to the tech world, having transitioned from a successful career in journalism to leading a high-growth startup. Her journey from print media to digital innovation was sparked by a desire to create meaningful impact in an industry she deeply understands. In our conversation, she reflects on the challenges of shifting from editorial work to tech leadership and how her background helped her empathize with publishers' needs.

Shachar shares how EX.CO’s machine-learning-powered ad solutions are transforming video revenue strategies for some of the world’s top media brands. Beyond the technology, her story is one of resilience, curiosity, and a mission-driven approach to supporting an evolving media landscape. Dive into the full interview to explore how her experience and vision are shaping the future of digital publishing.

From Print to Pixels — How Shachar Orren Reinvented Her Career and Helped Reshape an Industry

When Shachar Orren left her editorial desk behind, she wasn’t just switching careers—she was stepping into a whole new world. After nearly a decade in print journalism, rising through the ranks to become Deputy Chief Editor at a major Israeli magazine, she realized she’d hit a ceiling. The print world was shrinking, ad revenues were drying up, and for someone with big ambitions, staying put wasn’t an option. “I was too young and too ambitious to be stuck in an industry that felt like it was slowly dying,” she told us. That’s when a chance meeting with two tech visionaries sparked something new—EX.CO, a video technology platform built to empower publishers in the digital age.

What started as a leap into the unknown became a 12-year rollercoaster ride through the evolving world of digital media. Shachar admits she felt completely lost at first—coming from a non-digital, content-first mindset into a fast-paced, highly technical space. But that same background turned out to be her superpower. Early on, EX.CO focused on boosting engagement for web publishers, and Shachar’s firsthand experience working in newsrooms gave her an edge. She understood the pain points, the deadlines, the content pressure—all of it. That empathy became a bridge to trust with clients who rarely felt seen by the tech world.

It wasn’t just about building software—it was about building support. As social platforms and tech giants siphoned traffic and ad dollars away from traditional publishers, Shachar and her team leaned into their mission: to be allies to the media world they came from. “It just feels more relatable for the customer when they know you get them,” she explained. By hiring more team members with similar editorial roots, EX.CO created not just a product, but a culture of advocacy for an industry in flux. Shachar’s journey is proof that sometimes, the best way to change an industry is from the outside-in—with a foot still firmly grounded in its core values.

“We Make Money Together”: How Shachar Orren Built a Win-Win Model for the Media Industry

For Shachar Orren, success isn’t just about ticking off revenue goals or collecting glowing testimonials—though there’s plenty of both. At EX.CO, the core metric is simple: shared success. The company’s business model is built around helping media partners increase their own ad revenue, then taking a cut of what they earn. “It’s not exactly a sell,” Shachar explains, “we make money together.” That mindset didn’t come overnight—it took years of trial, error, and deep listening to what publishers actually need to stay competitive in an industry that’s constantly evolving.

The answer? Video. Not just any video, but video powered by a smart, machine-learning-based “yield engine” that makes real-time decisions on what ad to show, to whom, and when. Think of it as a high-speed brain that optimizes revenue without compromising user experience. Shachar and her team realized that without a clear focus on monetization, they’d always be a “nice-to-have” in the eyes of their partners. But by diving into the complexity of programmatic advertising—and making it simple for clients—they carved out a space where they weren’t just another vendor, but a real driver of growth and independence for media companies.

What’s more, they didn’t stop at monetization. EX.CO has been pushing the boundaries of how video appears and functions on websites—something most of us haven’t seen evolve in years. Their goal is to make video not only more profitable but also more engaging and innovative. And if you're a media brand with a decent amount of traffic and a hunger to scale your video ad revenue, EX.CO might just be your next power move. As Shachar puts it, the real win is when everyone in the value chain grows together.

Why Scaling Video Isn’t as Easy as Plug and Play (Yet)

Ask anyone in media and they’ll tell you—monetizing video sounds great until you actually try to do it. Shachar Orren has seen it firsthand: the moment a publisher starts thinking about video content, they’re hit with a wall of questions. Who's going to create the videos? Where do the ads go? How many ads should run? What platform handles what? “There are just so many decisions that need to be made—and done right,” Shachar points out. It’s not just about uploading a video and watching revenue roll in. It’s about scale, quality, and navigating the messy (and often very expensive) process of making it all work.

And if you thought AI was going to magically fix everything—well, hold that thought. Shachar acknowledges the huge potential of AI in content creation and personalization, but she’s also clear-eyed about the tension it’s creating. On one hand, AI can help journalists and content teams scale faster, optimize placements, and personalize experiences in exciting new ways. On the other, AI-driven search results are already eating into publisher traffic, giving users quick overviews instead of directing them to actual articles. “It’s a mixed-feelings relationship,” she says—but one she’s ultimately optimistic about. “I think it will bring more positives, but it will take time to get there.”

One thing Shachar is really excited about? Vertical video—finally making its way from TikTok to the wider web. It’s something EX.CO has been working on, with a new launch aimed at bringing that immersive, thumb-scrolling experience to traditional publishers. And while hyper-personalized, sci-fi-style content isn’t quite here yet, EX.CO is already experimenting with AI-driven contextual targeting that respects privacy. Instead of relying on creepy user data, their tools match video to page content—no tracking required. Smart, simple, and just a bit futuristic… in the best way.

Forget Perfect—Shachar Orren Says the Future Belongs to Flawed, Authentic Content

Shachar Orren isn’t shy about calling out the “Shakespearean LinkedIn era” we’ve landed in—where AI has made it easier than ever to crank out polished, eloquent content that somehow feels… lifeless. But in the midst of all that sameness, she sees something refreshing: a return to realness. “There's a desire for content that is slightly more authentic, that is less polished, that is not perfect,” she says. Whether it's people sharing grainy 2016 selfies or writing messy-but-honest posts without a language model’s help, there’s a growing hunger for content that actually feels human. And as AI-generated media floods our feeds, spotting that human touch is becoming a skill—and a craving.

Looking ahead, Shachar isn’t dreaming about holograms or voice-activated ads from your fridge (though yes, those are probably coming). She’s focused on where EX.CO is heading in the next five years: connected TV, digital out-of-home, and helping more industries—like airlines, hospitality, even rideshare—unlock ad revenue. The landscape is changing fast. “Everything will be a screen,” she says. But what excites her isn’t just more screens—it’s smarter ones. Ads that don’t just bombard, but actually offer something useful. Personalization, she says, might feel creepy at first, but it's already improving the relevance of the ads we see—and yes, sometimes even leading to purchases.

For those at the start of their own founder journey, Shachar leaves us with two grounded pieces of advice. First, pick an industry you’re passionate about, because you might be in it for 10+ years—and the product will probably change along the way. Second, choose your co-founder wisely. Her partnership with Tom Pachys has lasted over a decade and is, as she puts it, “like having 100 kids together.” As for wearing multiple hats? Shachar laughs. Titles piled up gradually, but she doesn’t recommend loading yourself up early on. “Most founders suffer from lack of focus,” she says. Instead, surround yourself with great people and trust them—that, more than any title, is what fuels long-term success.