[1] In 2012, he founded OpenWeb,[2][3][4] a US-based software company that partners with online publishers and advertisers.

[16][17][18] In May 2010, Shoval founded Simple One, an app for organizing social media platforms and SMS communications, where he served as CEO.

[21] OpenWeb partners with digital media houses, including The Huffington Post, Time, AOL, Yahoo, Hearst, Globes, Calcalist, and News Corp.[22][23] Shoval stated the company's mission was to end online hate speech and toxicity by building social media tools intended to create safe online spaces.

[24][21] As CEO, he focused on the development of its AI and ML-powered moderation products, and its move into data and advertising.

[25][26] In 2024, Shoval was ousted as CEO by the board, which he unsuccessfully appealed in Tel Aviv District court.