Game theory

14.08.2011                      14.Aw-Elul, 5771

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Game theory

Facebook is creating a new way of tailoring advertising to suit its users' preferences – and an Israeli company is one the select few chosen to go along for the ride.

Israel is brimming with technology start-up success stories, from the band of friends who invented ICQ in a supportive parent's garage, to the creators of the world's smallest intestinal camera. In fact, someone even wrote a wildly popular book about it. But the latest example of Israeli ingenuity is, in no small part, down to an immigrant from Scotland who moved across continents for love, and found gaming – and a partnership with Facebook.
Adotomi is a small but rapidly growing company which started out as a vehicle for marketing video games but somehow has ended up as one of a small handful of businesses in the world with access to Facebook's database – a coveted position to be in for any organization which relies on real information about potential customers. The brains behind the operation (and CEO) is Joe McCormack – an Edinburgh native who ended up in Israel to be with his Israeli wife. Scotland was “too cold.”…