Ogury brings persona-based audience targeting to CTV

Ogury has rolled out its persona-based advertising product for connected TV (CTV), extending its audience segments from mobile and desktop into streaming and internet-delivered television inventory.

The launch expands how the adtech firm packages "personas," which it defines as cohorts built around shared attributes, interests and purchase intentions. Ogury has used the approach in in-app advertising and is now applying the same framework to CTV.

Advertisers and agencies have increased spending on streaming platforms as viewing shifts away from linear television. At the same time, media plans have become harder to manage across devices and formats. Tighter rules around identity and tracking have also pushed companies toward audience modelling and contextual approaches.

Persona approach

Ogury's persona model draws on zero-party survey data combined with additional signals, including contextual information and payment insights using Mastercard data. Ogury links the resulting segments to publisher environments and geographic areas, then uses that mapping to identify where audiences with similar interests tend to cluster.

On CTV, Ogury positions the approach as an alternative to genre-led buys or broad demographic segments. The model applies the same persona definitions across mobile, desktop and CTV, creating a single framework for audience selection across channels.

The expansion targets a part of the market that has drawn heavy attention from adtech vendors. Streaming services and broadcasters have added ad-supported tiers and expanded programmatic supply. Brands have also pushed for tools that provide consistent audience definitions, alongside measurement that can demonstrate branding impact.

Measurement partners

Ogury is pairing the CTV persona launch with third-party measurement options. Targeting precision and brand lift studies are available through Happydemics. Attention measurement is available through partnerships with Lumen and xpln.ai.

The CTV persona solution is available through two buying models: managed service and programmatic activation.

CTV buying often mixes direct deals with automated trading across multiple exchanges and platforms, which can fragment audience definitions and reporting. Ogury is pitching personas as a way to keep consistent audience logic even when buys span channels and transaction methods.

Market context

WARC Media forecasts that CTV is on track to exceed 40% of global ad spending by 2030, according to its Global Ad Trends report. That projection has encouraged providers to expand into CTV, even if they have historically focused on mobile or display.

Founded in 2014, Ogury operates in 18 countries and has more than 500 employees worldwide.

Ogury describes Persona Intelligence as its core technology, used to build and activate persona-based strategies across channels and connect those strategies to measurement of brand outcomes.

Ogury's Chief Technology & Product Officer described the CTV move as an extension of the existing platform and a response to advertiser demand for consistency across devices.

"Advertisers are looking for ways to address their audiences consistently across digital touchpoints. Making personas available on CTV is a logical extension of our platform. It allows brands to activate the same audience framework across screens, including television, without adding multiple partners or complex setups, while contributing to stronger brand outcomes over time," said Stéphane Dupayage, Chief Technology & Product Officer, Ogury.

Ogury plans to use the CTV availability of personas as part of a broader multi-channel proposition spanning mobile, desktop and connected TV inventory.