Ogury today extended its persona-based advertising to Connected TV, letting brands activate the same audience framework across mobile, desktop and CTV within a single platform.
Ogury today announced the availability of its persona-based advertising solution on Connected TV (CTV), opening a channel that has historically relied on genre or socio-demographic targeting to a more granular, multi-dimensional approach. The New York announcement, dated February 24, 2026, marks the company's first formal extension of its Persona Intelligence technology beyond mobile and desktop environments.
The move matters for a market watching CTV budgets climb fast. U.S. CTV ad spend is expected to reach $45.9 billion by 2028, overtaking linear TV advertising for the first time, according to eMarketer. Against that backdrop, the question of how to target streaming audiences consistently - and whether the same audience logic that works on mobile can travel to the living room screen - has become one of the more contested technical questions in programmatic advertising.
Personas, as Ogury defines them, are cohorts built around shared attributes, interests, and purchase intentions. They are not derived from a single data signal. Instead, Ogury's multi-dimensional data model combines zero-party survey datawith complementary inputs including contextual signals and payment insights powered by Mastercard. Those signals are then anchored to publisher environments and geographic areas, identifying where audiences with similar interests tend to cluster - not based on declared demographics, but on behavioral convergence.
Applied to mobile and desktop advertising, this framework has been the basis of Ogury's commercial offering since the company was founded in 2014. The company now operates across 18 countries with more than 500 employees. What today's announcement does is extend that same infrastructure to CTV inventory, enabling a single persona - built once within the Ogury platform - to activate across mobile, desktop, and streaming television without requiring separate setup or additional data partners.
The technical difference from conventional CTV targeting is worth spelling out. Most CTV campaigns today are planned around genre affinity, daypart, or broad socio-demographic categories. An advertiser wanting to reach sports enthusiasts might buy against sports content; an advertiser targeting parents might select family-oriented programming. Ogury's approach flips that logic. Because personas are constructed around behavioral and attitudinal signals anchored to publisher environments, according to the company, they can reach defined audience cohorts in both expected and less predictable viewing contexts. A persona that converges around, say, outdoor purchase intent may appear during cooking programming just as readily as during a documentary about hiking.
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."
The launch includes a defined measurement stack rather than leaving advertisers to assemble their own. Brand liftevaluation will be handled through studies powered by Happydemics, the survey-based measurement provider. Attention measurement is available through partnerships with Lumen and xpln.ai. Taken together, the three layers address the most frequently cited gaps in CTV measurement: whether the right audience was reached, whether the ad was seen, and whether it moved brand metrics.
The inclusion of third-party attention providers is notable given the current state of CTV measurement. As PPC Land has covered, CTV campaigns frequently fail not because of poor targeting but because advertisers apply web-based measurement logic to an environment that behaves differently. Attention and outcome measurement specifically built for streaming contexts have been a growing focus across the industry. Teads launched deterministic CTV performance tracking in October 2025, while Kargo reported CTV campaigns achieving 78% higher attention than industry standardswhen measured using dedicated streaming measurement tools.
Ogury's solution is available both as a managed service and via programmatic activation. That dual access route matters for agencies and trading desks that have established programmatic CTV workflows and may not want to migrate to a managed service model.
One of the more distinctive elements of Ogury's data stack is the integration of payment insights powered by Mastercard. Payment transaction data as a targeting signal has attracted considerable attention over the past 18 months. Mastercard launched its own commerce media network in October 2025, drawing on permissioned transaction data from more than 160 billion annual payments. Comcast Advertising separately announced a partnership with Mastercard in June 2025 to use transaction records for sales attribution within television advertising.
In Ogury's model, Mastercard data does not function as a standalone purchase signal but rather as one of several complementary inputs into the persona construction process. The zero-party survey data - information users have actively provided - forms the foundation. Contextual and payment signals are layered on top to refine persona definitions and identify where those audiences appear across publisher inventory. This combination is designed to produce audience cohorts that are more durable than third-party cookie-derived segments, a consideration that has become more pressing as cookie deprecation has advanced across browsers and regulatory frameworks.
The broader context here is that CTV targeting has lagged behind other digital channels for reasons that are structural, not merely technical. IAB Tech Lab published standardized guidelines for six CTV ad formats in December 2025, acknowledging that the industry still lacks consistent specifications across pause ads, overlay formats, and in-scene insertions. Programmatic transactions represented 75% of CTV spend in 2024, yet format and audience data standardization has not kept pace.
Audience fragmentation compounds the problem. Streaming audiences now span dozens of platforms, each with different identity frameworks and inventory access models. Wunderkind's programmatic CTV pause ad launch in July 2025 and Criteo and WPP Media's commerce-driven CTV activation a week later both reflected an industry scrambling to connect first-party and commerce data to streaming inventory - not because the demand wasn't there, but because the infrastructure was incomplete.
Ogury's offer positions itself differently from those approaches. Rather than connecting retail or commerce data to CTV after the fact, the company is extending an audience framework that was designed to work across environments from the outset. That is a harder architecture to build but, if it functions as described, it removes one of the main friction points in cross-channel campaigns: maintaining audience consistency when the underlying data model is rebuilt for every new environment.
The company is explicit about building on existing in-app advertising infrastructure rather than starting fresh for CTV. Ogury has more than ten years of experience in in-app advertising, according to its announcement, and frames the CTV extension as a "logical" step rather than a strategic pivot. That framing matters because it sets expectations: advertisers using Ogury on mobile and desktop are being offered continuity, not an adjacent product from a different part of the business.
Whether that continuity holds in practice will depend on how Persona Intelligence performs when the publisher environment shifts from a mobile app - where Ogury has deep integration - to a streaming television platform, where the signal environment and inventory access routes are fundamentally different. The company has not disclosed specific CTV publisher integrations or the precise inventory sources available at launch.
For brand advertisers managing multi-channel campaigns, the practical value proposition is clear enough: activate one audience framework, measure against a consistent set of third-party metrics, and do so across mobile, desktop, and CTV without adding vendors or renegotiating data agreements. The managed service option lowers the technical barrier for brands without programmatic trading infrastructure; the programmatic activation route preserves flexibility for those who have it.
The wider significance is competitive. Google made its AI-powered Audience Persona feature available to all Display and Video 360 customers in September 2025, allowing advertisers to generate audience segments from natural language persona descriptions. Amazon Ads launched Persona Builder in early 2024, enabling custom persona creation from first-party behavioral data. Ogury's announcement lands in a market where persona-based thinking has become a standard feature request across major platforms - the differentiator is now the data architecture behind the persona, not the concept itself.
For CTV specifically, the competitive field includes contextual targeting solutions such as IPG Mediabrands' Acxiom Contextual CTV, which uses a taxonomy of more than 1,200 content categories to target based on what viewers are watching rather than who those viewers are. Ogury's approach inverts that logic - targeting who the audience is, wherever they happen to be watching. These are not equivalent strategies, and which performs better for brand outcomes will likely depend heavily on campaign objective and category.
CTV's share of media budgets doubled from 14% in 2023 to 28% in 2025. That growth has pulled every major targeting and measurement vendor into the streaming space. Ogury's announcement today is the latest data point in an ongoing industry effort to make CTV as targetable - and as measurable - as the mobile environments where programmatic advertising first found its footing.
Who: Ogury, a global adtech company founded in 2014 and operating in 18 countries with over 500 employees, with the announcement attributed to Chief Technology & Product Officer Stéphane Dupayage.
What: The extension of Ogury's Persona Intelligence technology to Connected TV, enabling brands and agencies to activate the same multi-dimensional audience personas across mobile, desktop, and CTV within a single framework. The data model combines zero-party survey data with contextual signals and Mastercard payment insights. Measurement is provided through Happydemics (brand lift), Lumen (attention), and xpln.ai (attention), with availability via managed service and programmatic activation.
When: Announced today, February 24, 2026, from New York.
Where: The solution is available across Ogury's global platform, spanning markets in which the company operates, applicable to CTV inventory accessible through both managed service and programmatic channels.
Why: As audiences fragment across streaming platforms, maintaining consistent audience targeting across screens has become a significant operational challenge for advertisers. Ogury's extension addresses the gap between mobile-first persona strategies and CTV campaigns, which have historically relied on genre or socio-demographic proxies. The launch also occurs as U.S. CTV ad spend is forecast to reach $45.9 billion by 2028, according to eMarketer, overtaking linear TV for the first time - creating commercial urgency for any adtech company not yet active in streaming.
