Ayelet Nitzan, marketing director of Yad2, shared her experiences following the sale of the company to Apex Fund for $950 million, the largest internet site sale transaction in Israel. Nitzan, who joined Yad2 in 2017, experienced that the sale did not affect the marketing budget, emphasizing the importance of maintaining profitability. She noted that the partnership with Apex provides significant technological expertise but does not interfere with daily management. Nitzan also discussed the impact of the real estate market, where one in four ads reduces its price, and explained changes in consumer preferences, such as the search for smaller apartments due to rising prices. She highlighted the need for Yad2 to evolve beyond a simple advertisement board and create a richer user experience, utilizing advanced technologies. Additionally, she referred to the change in the advertising agency, the move to McCann Tel Aviv, and the success of the micro-drama campaign 'Hand of Fate.'