A fresh step unfolds as Ogury brings its persona, driven ads to Connected TV. Not just mobile or desktop anymore, now screens at home join the loop. This shift widens how brands meet audiences, linking more dots across devices. Fragmented channels become less tricky when one approach fits nearly all. Consistency gains ground where it once slipped through cracks. Marketers find steadier footing without switching gears constantly.
Flickering screens, shifting apps, keeping messages steady feels harder than ever. Jumping into connected TV, some teams now shape viewer profiles that stick, no matter where people watch. These patterns help names stay top of mind, spark recognition later, hold interest longer. Familiarity grows quietly, across every click, scroll, pause.
Advancing Persona Intelligence from In-App to CTV
Drawing on more than a decade of expertise in in-app advertising, Ogury is now applying its Persona Intelligence technology to the CTV environment. Personas are defined as audience cohorts built around shared characteristics, interests, and purchase intent signals.
Ogury’s multi-dimensional data model underpins this offering. It combines zero-party survey data with complementary signals, including contextual insights and transaction-based intelligence powered by Mastercard. These inputs are anchored within publisher environments and geographic regions to identify where consumers with similar interests and behaviors naturally cluster.
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In the CTV space, this methodology goes beyond traditional genre-based or socio-demographic targeting. Instead of relying solely on content categories or assumed demographics, advertisers can activate personas in both expected and non-obvious viewing contexts. This allows for more nuanced audience engagement while preserving alignment with broader digital media strategies across mobile and desktop.
Addressing Cross-Screen Fragmentation with Consistency
The expansion of the concept of persona-based activation to the realm of CTV aims to address some of the biggest challenges currently faced by the marketing industry. These challenges include fragmentation across screens. Today’s consumers interact with brands across a number of different digital environments. These interactions often occur within the same day. However, this inconsistency across different screens makes the campaign less effective.
The expansion of the concept of persona-based activation to the realm of CTV allows Ogury to simplify the operational complexity associated with the strategic process. Brands no longer have to manage definitions within a fragmented landscape. Instead, they can manage these definitions within a single unifying structure. Brands no longer have to rely on multiple vendors to effectively reach the same personas within different formats.
Measurement and Accountability at the Core
To support transparency and performance validation, Ogury’s CTV solution integrates third-party measurement capabilities. Advertisers can assess targeting precision and brand lift through studies powered by Happydemics. Additionally, attention metrics are available via partnerships with providers such as Lumen and xpln.ai.
The solution is available both as a managed service and through programmatic activation, offering flexibility for brands and agencies depending on their internal capabilities and operational preferences.
Stéphane Dupayage, Chief Technology & Product Officer at Ogury, said: “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.”
Strengthening Retail and Brand Media Strategies in the CTV Era
With the growth of Connected TV ad spending increasing at an accelerated rate worldwide, the concept of a privacy-centric, scalable audience targeting solution is emerging as a key factor for brand media strategies. Ogury’s persona-based targeting solution, which focuses on zero-party data and contextual signals rather than relying on third-party cookies, enables the brand to help clients adapt to changing regulatory environments.
The extension of Ogury’s Persona Intelligence platform to Connected TV is a testament to the company’s commitment to delivering a privacy-first, cross-platform approach to reaching audiences. For brand media strategies looking to integrate digital and Connected TV ad strategies without operational fragmentation, this move represents a significant step towards a more connected, measurable, and outcome-based ad solution in the evolving Connected TV landscape.