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The Biggest Super Bowl Bet of Them All

For a company that’s never posted a profit and is forecast to report revenue of just $140 million in 2014, putting up an estimated $10 million for a Super Bowl ad comes off as daring, to say the least.

But bold, it would appear, is exactly what Ltd. is going for. The Tel Aviv-based company, which provides free online tools to build websites, is betting that this will be its breakout year as it converts more of its growing subscriber base to a paid premium service. The Super Bowl ad will help make that happen, company officials say.