Lior worked for UM for 12 years as the Chief Strategy Officer in the Tel-Aviv office, managing the strategy & planning of digital media for global brands. Lior is the VP of Marketing at Primis and leader of Sellers.guide by Primis, an initiative to shed light on the supply chain, help publishers regain control of their inventory, and reduce ad fraud.

Hillary is currently leading various working groups within IAB Tech Lab, specifically the Programmatic Supply Chain group. Before joining the Tech Lab, she worked at Epsilon and initially became involved with IAB through her position as the Associate Director of Product Management for the Global Investment Systems team at GroupM. 

Eyal is one of the Co-Founders and Co-CEOs of Primis, as well as one of the founding partners of Sellers.guide. His primary responsibilities involve overseeing the development of the company's products and technology infrastructure, and devising growth strategies.