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Performance Marketing
Mars Media Group
Team
January 5, 2026
2025 was a demanding but great year for digital marketing space, and Mars Media Group chose to raise the bar. We focused on delivering stronger results, clearer quality signals and better use of data across mobile, CTV and web, while turning AI into part of how we work every day. At Mars Media Group, this meant building on what has defined us since 2005. We doubled down on mobile user acquisition, expanded our mobile-web and e-commerce activity, leveraged our programmatic stack to new records, and continued to focus on direct, high-quality supply relationships. In parallel, our teams brought more AI and machine learning into decisioning, from pricing and routing to traffic quality and optimisation. To close the year, we asked several of our leaders to share what stood out for them in 2025 and how it shapes our plans for 2026. Their reflections highlight how Mars Media Group thinks about performance, product and long-term growth with partners.
In 2025, CEO Oren Fadloun sharpened Mars Media Group’s strategic direction toward becoming an AI-first organization by design. What initially started as internal experimentation evolved into a unifying intelligence layer that increasingly informs how the group thinks, decides, and scales. For Oren, this marked a shift from viewing AI as a tool to embracing it as a core operating principle-one that augments human judgment, accelerates execution, and raises the quality of decision-making across the business. The focus was not automation for its own sake, but creating leverage: enabling teams to move with greater clarity, confidence, and consistency in a fast-changing market. Looking ahead to 2026, the strategic intent is to deepen this foundation. Strengthening the AI layer as a shared asset across the group so Mars Media Group can remain adaptive, insight-driven, and partner-centric, while freeing its people to focus on innovation, relationships, and long-term value creation.
In 2025, COO Naama Moses guided Mars Media Group through a phase of balanced and sustainable expansion, reinforcing operational strength across the group. Her focus throughout the year was on building a resilient operating model rooted in quality, accountability, and long-term value creation. Naama’s perspective emphasizes the importance of deep, trust-based partnerships as a core differentiator. She views operational excellence not just as efficiency, but as a platform for credibility, consistency, and scale - one that benefits both partners and internal teams. Heading into 2026, her priority is to further institutionalize collaboration - externally through strategic partnerships and ambassador-led relationships, and internally by strengthening the culture where ownership, initiative, and personal growth are integral to how the organization operates and evolves.
In 2025, CRO Dotan Shaiak led Mars Media Group through a period of strong commercial performance, reinforcing the group’s core business while staying closely aligned with its growth objectives. The year showed steady momentum, driven by disciplined execution and a clear focus on sustainable revenue quality. Dotan’s strategic view centers on strengthening the commercial engine by deepening long-term partnerships and applying better decision-making frameworks. Many of Mars Media Group’s partners have worked with the team for years, and his priority is to grow these relationships into new activities and formats. At the same time, Dotan and his team are always looking for new business and partners to join this growing ecosystem. Looking into 2026, his guidance is rooted in focus and execution. Dotan believes the greatest growth opportunities will come from fully leveraging these capabilities, translating improved intelligence and operational clarity into measurable commercial impact.
In 2025, Head of the Performance Division Noga Lubelski focused on both expansion and sharper specialisation. Large-scale in-app mobile-web user acquisition remained at the centre of her team’s work. e-commerce evolved into one of the most significant and fastest growing verticals, driven by strong demand from leading online retailers and marketplaces across key markets. Noga’s team, specialising in advanced dedicated media buying and precise audience targeting at scale, supported partner growth throughout the year, with sports remaining a resilient core vertical. Looking to 2026, she is focused on strengthening web and e-commerce activity further and on more structured incrementality tests, helping partners design and measure long-term value more effectively.
