The latest episode of MediaBrief’s Spotlight podcast series is now live, featuring Julia Artemova, Global Client Service Director (INSEA) at Hybrid, and Anastasia Alexandrova, Strategic Sales Expert at VOX Global, in conversation with Pavan R. Chawla.
Cracking a market as complex, diverse and fast-growing as India requires more than standard programmatic playbooks. In the latest episode of Spotlight, host Pavan R. Chawla speaks with two global adtech leaders, Julia Artemova of Hybrid and Anastasia Alexandrova of VOX Global, about what it takes to navigate India’s unique digital advertising landscape.
Recorded some time ago, the episode captures a point-in-time view of the industry. Since then, VOX Global has introduced additional features and capabilities, meaning the discussion spans both solutions that were already live at the time and innovations that have since been rolled out by the company.
Here’s a quick look at what the episode covers:
Hybrid & VOX
With more than 15 years of experience in programmatic technology, Hybrid has built its own proprietary AI and machine learning stack. VOX, launched publicly in 2021, emerged from that foundation as a contextual advertising solution designed to address one key challenge: capturing attention.
As Anastasia notes in the episode, “It takes only three seconds for us to catch their attention and involve them in communicating the brand message.”
Formats built for a mobile-first market
From Flip Banner and Wow Effect to newer offerings such as Shoppable Video Ads and Context DCO, which can serve different products to different users from the same creative asset, Julia and Anastasia explain how VOX is designed to drive engagement beyond passive scrolling. The discussion also covers VOX Conversation, an AI-powered chatbot embedded directly within ad units.
Brand safety beyond blacklists
Anastasia outlines how VOX uses computer vision technology to analyse more than 15,000 objects across images and editorial environments, helping brands identify potential safety risks in real time.
Advice for the next generation of marketers
Julia encourages marketers to “be innovative, be progressive, be creative, feel the trend of the market and be ahead of this trend.” Anastasia emphasises the importance of staying close to customers: “The most important thing is to listen to your clients, talk to them, and hear what they want.”
Catch the full conversation with Julia Artemova and Anastasia Alexandrova on the latest episode of MediaBrief’s Spotlight podcast, now live on MediaBrief.com.
