Ogury, a global advertising technology innovator, has launched SONA, a smart, agentic AI system designed to connect the parts of the marketing process that have traditionally been totally separate – from audience planning to actually running the campaign. Conventional programmatic marketing tools concentrate mainly on optimizing delivery at the back end whereas SONA acts as a functional connecting link by converting loosely defined campaigns into multiple digitally interactive persona-based media strategies.
The launch targets a structural inefficiency within the digital advertising lifecycle: audience definitions frequently change as a campaign moves from an agency planning desk to active media buying platforms. By standardizing these parameters from day one, the platform ensures that a brand’s target audience remains identical from the initial strategy session through to live channel execution.
Accessible through a chat-based interface inside the Ogury One portal or integrated into a brand’s internal generative AI workspace, the agent structures campaign requirements into combinable personas. The system provides immediate visibility into the underlying web behaviors, consumer preferences, and geographic data driving each recommendation. After mapping the audience, the platform automatically pairs these custom personas with high-performing publisher environments and ad formats, generating structured media strategies that outline projected reach and performance metrics.
By automating these manually intensive pre-campaign steps, digital media teams can transition from a raw brief to live programmatic activation in just a few clicks, saving an average of 20 to 30 operational hours per campaign.
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Grounded in an Audience-First Architecture
Unlike legacy platforms that rely heavily on volatile tracking cookies or fragile third-party identifiers, the platform is anchored entirely by a proprietary Persona Intelligence engine. This model synthesizes diverse data streams to create highly accurate audience segments without compromising consumer privacy:
- Observed Online Behaviors: Analyzes contextual signals and reading habits across premium publisher networks.
- Voluntary Declared Data: Integrates explicit customer inputs and structured survey responses.
- Verified Purchase Signals: Layers real-world transaction indicators to map concrete buying intent.
By organizing these multi-dimensional signals into interconnected profiles, the technology uncovers high-value, niche consumer segments that standard automated targeting tools frequently overlook, allowing advertisers to scale their outreach safely.
Frictionless Interoperability via Modern AI Protocols
To minimize technical friction and avoid creating another isolated dashboard, the software is built with open interoperability at its core. Utilizing the industry-standard Model Context Protocol (MCP), the solution plugs directly into an enterprise’s pre-existing technical stack.
The system enables marketing strategists and programmatic media buyers to use their favorite corporate AI environment to query the platform, including Google Gemini, Anthropic Claude, or OpenAI ChatGPT. Users can inspect, modify, and confirm AI-suggested media plans as they perform their routine work activities before launching campaigns via Connected TV (CTV), desktop, and mobile (web and in-app) environments.
Restoring Predictability to Media Buying
SONA brings more predictability into media buying by eliminating fragmented, manual workflows in exchange for a smooth, fully automated process running through the whole campaign lifecycle. When it comes to audience planning, instead of working with disconnected tools and the kind of abstract audience models that usually don’t correspond to the buying platforms, SONA turns plain campaign briefs into accurately defined, composable personas derived from actual transaction and behavioral data.
In media alignment, instead of handpicking publishers and ad formats based on intuition, the platform uses solid historical performance data and automatically aligns target personas with the most productive media environments and formats. Strategy making that used to require days of spreadsheet work and manual reach projections is now a matter of seconds through simple natural language commands that create full media plans and forecasts. Also, campaign activation is made easier by directly deploying with a single click to DSPs, thereby preserving the exact persona definitions made during planning and doing away with targeting degradation which is a common issue when audiences are manually rebuilt. So a quicker, more precise, and more predictable media buying process is achieved from planning to delivery.
“Many solutions today focus primarily on optimizing execution, but the real challenge is maintaining a consistent audience definition from planning through activation across platforms,” said Nicolas Bidon, CEO of Ogury. “With SONA, we’re bringing Persona Intelligence directly into the campaign workflow, enabling brands and agencies to turn any brief into a structured, persona-based strategy they can understand, refine, and activate consistently across channels to drive more measurable outcomes.”