Zvika Netter has the kind of clarity that’s rare in adtech. While others pitch “disruption” with buzzwords, he quietly reminds the industry what it should already know: television must be kept open for everyone and controlled by no one. He insists, “we always stayed outside of media,” and says bluntly that he doesn’t understand why ad tech has to skim a slice off every media dollar. “Price software like software,” he says, and you can almost hear the exasperation from a guy who’s watched the same bad habits repeat for 17 years.

And yet, when asked what his long-term plan was in Innovid’s early days, he’d grin and say, “world domination.” Everyone laughed. He wasn’t kidding.