Yana Tolmacheva, Marketing Lead for INSEA and Europe at Hybrid, offers a candid look into her unique career journey, the future of programmatic advertising, and her approach to blending global strategy with local insights to drive meaningful engagement.
Can you share your journey into the marketing field and what led you to become the Marketing Lead for India and Europe?
It’s my favorite story to tell. Typically, a path into marketing might start with a relevant degree in marketing, business, or communications. But that’s not my case! I entered the industry without any experience at all. What I had were just some crucial personal traits like resilience, a desire to grow, adaptability, and passion for what I was doing.
I started with basic marketing tasks like copywriting, launching campaigns, and arranging some events. But by a lucky twist of fate, I was given the chance to take on additional responsibilities and manage global markets in half of the year. Frankly speaking, I was confused and even scared as I understood that it was a high responsibility with a lot of nuances. And yet, here we are! I am so enthusiastic about my journey! I have been constantly learning, broadening my horizons not only towards my job but in my view of the world. I started to take into account all cultural differences and peculiarities, and it turned out to be not as difficult as it had seemed before. It’s more about being adaptable, passionate, and communicative.
What key trends do you foresee shaping the future of programmatic advertising globally, particularly in emerging markets like India and Indonesia?
In the digital advertising landscape across India and Indonesia, programmatic advertising is set for significant growth in the coming years. A key trend is the integration of AI in algorithmic advertising, which will continue to be refined and enhanced. At Hybrid, for instance, we have our training center, Iren—AI Hub, where we develop technologies—from dataset creation to algorithm training and refinement, all aimed at maximizing efficiency.
Another growing trend is personalized advertising, especially on mobile devices. As smartphone usage rises, advertisers are focusing on mobile-first strategies to connect more personally with users. This shift will make DCO formats and Rich Media banners more common, enhancing audience engagement.
The rise of connected TV (CTV) and streaming platforms in these markets is also reshaping brand interactions. CTV combines traditional TV’s reach with digital advertising’s precision, allowing brands to reach highly engaged viewers in contextually relevant ways.
Finally, cross-channel strategies are increasingly essential. With consumers engaging across various channels, a cohesive approach that integrates multiple placements will be key to consistent brand messaging.
With the rise of CTV, how do you plan to integrate traditional advertising methods with digital strategies to maximize reach and engagement?
The emergence of Connected TV (CTV) and Over-the-Top (OTT) devices is fundamentally transforming the advertising landscape by providing brands with enhanced targeting, real-time data, and access to premium inventory. These platforms combine the extensive reach of traditional TV with the precision of digital advertising, enabling advertisers to engage consumers in a more personalized and contextually relevant manner. As audience fragmentation grows, CTV and OTT allow brands to connect with highly engaged viewers across various screens, creating new opportunities for cross-device campaigns. For advertisers, this evolution offers improved ROI measurement, innovative creative formats, and a greater ability to engage audiences at scale within brand-safe environments.
In line with the global trend of increasing CTV popularity, Hybrid is rolling out innovations that integrate this approach into complex, multi-channel communication strategies, boosting conversion rates at every stage. Additionally, Hybrid’s use of CTV includes in-depth tracking and analysis of campaign outcomes, linking CTV with display advertising and O2O to facilitate the evaluation of conversions and associated conversions, and providing attribution with the help of verifiers and AI.
How do you adapt its strategies in response to evolving data privacy regulations, such as GDPR and local laws in markets like Mexico and LATAM?
Adapting strategies to evolving data privacy regulations, such as GDPR and local laws in markets like Mexico and LATAM, requires a comprehensive approach focused on compliance and consumer trust. Staying informed about the specific requirements of each regulation is essential, ensuring that data practices align with legal expectations. This includes regularly reviewing and updating privacy policies to reflect data collection, use, and storage practices. At Hybrid, we collaborate with local legal experts to navigate the complexities of diverse regulations, tailoring strategies to meet local requirements while maintaining a cohesive global approach.
I believe GDPR and CCPA regulations continue to shape the future of programmatic advertising. While they restrict access to third-party data, they also drive the industry toward more ethical, privacy-first strategies. Advertisers are increasingly turning to first-party data, contextual targeting, and AI-driven solutions to deliver personalized, compliant ads that build consumer trust. Adapting to these regulations is not only about compliance; it’s a chance to enhance customer relationships and create a responsible marketing strategy.
Given the decline of third-party cookies, what innovative strategies would you employ to leverage first-party data for personalized advertising in various regions?
In light of the decision to cancel the phase-out of third-party cookies (which may sound surprising, but it’s our reality), their role in digital advertising persists. After more than four years of efforts to develop tools that replicate the performance and measurement capabilities of these cookies — while also
safeguarding user privacy — third-party cookies remain essential to advertising on the web’s most widely used browser.
However, the digital advertising industry is undergoing significant change, driving players to focus on alternative solutions. One such solution is leveraging first-party data for personalized advertising, fostering deeper customer engagement and ensuring transparent, trustworthy data practices.
At Hybrid, our priority is to integrate first-party data with external technologies to meet market needs; for instance, we can also incorporate Google’s user cohorts in our campaigns. We also offer alternative contextual solutions, such as our contextual marketing suite VOX. This suite collects depersonalized data from users interacting with our ads and uses it to retarget for the same brand’s other campaigns, effectively targeting users’ momentary desires without relying on general interests.
What metrics do you consider critical for measuring the success of your campaigns across different markets, and how do these metrics vary by region?
To measure success, we monitor key metrics such as impressions, reach, click-through rates (CTR), and conversion rates. By continuously analyzing these metrics, we make real-time adjustments to optimize ROI and deliver meaningful results for our clients.
Metrics vary by region, of course. For example, in India and Indonesia, we focus on brand awareness and conversion rates, while in Europe, the emphasis is on ROI and CPA, alongside a more in-depth analysis of customer behavior and personalized strategies.
Regardless of opinions, markets differ due to cultural nuances. Only by tailoring metrics to the unique contexts and behaviors of each market can we gain valuable insights and enhance campaign strategies.
Looking ahead, what emerging technologies or trends do you believe will have the most substantial impact on global advertising strategies in the next few years?
The rapid pace of information drives advertising acceleration, so staying competitive means adapting to this speed. From our experience, we receive numerous briefs daily with tight deadlines. For example, in Poland, we launch campaigns that last just three hours, aiming to reach as many relevant users as possible while optimizing budgets effectively.
These fast-paced processes are made possible with AI: it helps us optimize budgets, make quick adjustments, and resize creatives instantly.
So, which emerging technology will have the most substantial impact? AI, coupled with companies’ willingness to integrate it.
How do you balance global marketing strategies with local nuances in your campaigns to ensure effectiveness across different regions?
When managing vastly different markets, it’s like walking a tightrope. A common mistake is to apply strategies from one market to another, assuming they’ll work seamlessly. The reality, however, can be harsh. The only solution is to rely on local experts who can guide you through the intricate landscape of cultural differences.
Once you become familiar with the basics, you can start creating effective strategies. But to refine those strategies, you need a reliable, trustworthy team—one that offers sound advice, points out missteps, and helps you see issues from fresh perspectives. To succeed in diverse markets, one must set aside arrogance (but not entirely) and become an attentive listener.
