Ogury Extends Persona-Based Advertising to Connected TV

"With persona-based advertising now available on CTV, brands and agencies can leverage Ogury's multi-dimensional data model to engage consumers across mobile, desktop, and CTV within a single framework, enabling a more consistent audience strategy to improve brand consideration, recall, and preference across touchpoints."

"Personas are cohorts defined by shared attributes, interests, and purchase intentions. They are built using Ogury's multi-dimensional data model, which combines zero-party survey data with complementary signals, including contextual data and payment insights powered by Mastercard. These signals are anchored to publisher environments and geographic areas to identify where audiences with shared interests naturally converge."

"Applied to CTV, this approach goes beyond genre or socio-demographic targeting, enabling advertisers to reach personas in both expected and less predictable viewing contexts, while maintaining alignment with their broader digital activation strategy."

Ogury launched persona-based advertising on connected TV to address audience fragmentation across multiple screens. Personas are cohorts defined by shared attributes, interests, and purchase intentions, built using a multi-dimensional data model combining zero-party survey data, contextual signals, and Mastercard payment insights. This approach enables advertisers to reach audiences beyond traditional genre or demographic targeting, maintaining consistency across mobile, desktop, and CTV platforms. The solution supports brand outcomes including consideration, recall, and preference. Measurement capabilities include brand lift studies through Happydemics and attention measurement via Lumen and xpln.ai partnerships. Advertisers can activate the solution as either a managed service or programmatically.

Read at Exchangewire