Zero-party data is back, baby.
Ogury is a mobile-first adtech company that helps advertisers reach audiences on the mobile web—with partners like CNN and Le Monde—and in-app through developers, like Voodoo and Easybrain.
Ogury also says it can do this without relying on traditional IDs by running large-scale digital surveys via mobile, and combining the results with “billions” of contextual, semantic, bid request, and campaign delivery datapoints. According to the company, these signals are blended together and enhanced with AI magic to build audience groups based on attributes, interests, and buying behavior. Ogury’s data engine is powered by a network of 2.5 billion devices per month across mobile and desktop in just under 50 countries.
This method, which Ogury calls “Personified Advertising,” is designed to work with or without IDs, offering up a scalable addressability alternative as regulations, browsers, platforms, and seemingly everything in between, continues to chip away at traditional ad targeting.
Against that backdrop, today, Ogury has announced the launch of Ogury One, a self-serve, API-accessible platform that lets advertisers build personas using Ogury’s data, set up campaigns, and measure them. Ogury One can be activated within a preferred campaign management tool or DSP through a straightforward API integration.
Why This Matters:
Shockingly (just kidding), ID-less advertising is a growing focus for advertisers. According to data from ID5, for example, three in four marketers have all but turned away from cookies—despite Google giving them a stay of execution. Ogury One leans into those tailwinds while connecting ID-less ad targeting with AI enrichment.
On the company front, this is part of a continued evolution for Ogury, which has moved beyond being a mobile ad network to becoming more of a data player as well. The use of zero-party data, which has come and gone in terms of popularity from a conversation perspective (see DEI, carbon, and a host of other things, unfortunately, that are similar), is interesting, and the scale at which they seem to do it is pretty impressive. (Good example here.)
Experts React:
Stephane Dupayage, Chief Product Officer at Ogury, says, advertisers “can now seamlessly orchestrate their Personified Advertising campaigns with complete control–whether through our robust platform or API integrations.”
Our Take:
Adtech is a highly commoditized market, unfortunately. To that end, differentiation through inventory, technology, and data is key, and Ogury seems to stand out in the latter.
By the way, it’s surprising that more companies aren’t running this sort of zero-party data business. Mobile seems difficult to replicate without Ogury’s deep network of mobile publisher relationships, but you would think we would see more of this on the open web.
If you need a quick refresher on zero-party data–data that consumers willingly share, usually through surveys–Ogury has a good backgrounder here.
