Yes Launches New Advertising Model on VOD Platform Amid Mixed Viewer Reactions

Yes, the Israeli satellite television provider, has officially introduced a new advertising model on its video-on-demand (VOD) service, surprising some viewers who encountered ads before their selected content and even during pauses. This quiet rollout follows a pilot test in May 2025 that featured a single ad from Bank Leumi during the series "Fauda," which was criticized for being ineffective since viewers could skip it. The current model includes multiple advertisers such as Migdal Insurance, credit card companies CAL and Isracard, Frisbee, and Sano, with contracts also signed with Harel, Phoenix, and Calmobile. Although personalized ads are not yet implemented, they are expected in the future. The cost per thousand impressions (CPM) is estimated between 115 and 135 shekels.

The advertising initiative is a collaboration between yes, content provider RGE, and Taboola, which supplies technology to synchronize ads across TV and online platforms. This means viewers who see an ad on TV will encounter the same ad on websites they visit. Industry opinions are divided on whether this will increase the overall advertising market or merely redistribute existing budgets. Some subscribers, especially those paying full prices, have expressed dissatisfaction on social media. Yes is currently exploring options to adjust subscription plans accordingly. The company stated that ads will not appear during the content itself or in children's programming and that the move aims to support investment in original productions.

Separately, the article also reports on other unrelated news: Partner Power's electricity consumption data shows Ramat Hasharon residents as the highest users; Elad Roizman, former US SEC commissioner, has joined Israeli fintech unicorn Fireblocks as VP of Regulation and Policy; and the Israeli Basketball Association inaugurated its Hall of Fame at a gala event sponsored by Harel Insurance.

Summary: Yes has launched a new advertising model on its VOD platform, introducing ads before and during content pauses, with multiple advertisers involved and plans for personalized ads. The move has met mixed reactions from subscribers and aims to fund original programming. The initiative involves collaboration with RGE and Taboola to synchronize ads across devices.