Supply-Side Spotlight: Ogury

In this edition of our Supply-Side Spotlight series, we’re talking with Ogury, an ad tech platform focused on delivering transparency, trust, and engagement across the mobile digital marketing ecosystem. 


Hi, and thanks for taking the time to talk to us today. First up, please give us a quick summary of Ogury’s role in the programmatic industry. 

Ogury offers an integrated programmatic solution allowing brands to achieve high-performance mobile advertising with consumer privacy protection. Ogury’s integrated solution includes custom audience targeting, fully on-screen formats, data-enriched inventory and real time optimization. 

Let's begin with a look at the road ahead and the deprecation of the third-party cookie due in 2023. How is Ogury preparing for this paradigm shift? And how will video and the mobile web be impacted?

A host of new solutions have sprung up to solve the issues that will result from the removal of third-party cookies and user IDs in-app. Contextual and semantic targeting stand out like easily deployable solutions, but they weaken brands in one pivotal aspect: understanding audience behavior.

Additionally, even when cookies and IDs are available, brands and their AdTech partners have a very limited knowledge of their target audiences’ interests, and this knowledge is limited to one’s own assets or ad network.

At Ogury, we go way further by using our unique audience data to understand the audience behind every impression. We’ve created a new class of technology, called Personified Advertising, which relies on more than 7 years of data collection - from opted-in users giving us access to their extensive mobile journey of apps installed, app usage and web browsing. From this unique mobile journey data, we have built a cross audience interest mapping that allows us to have an extensive understanding of audience interests. And to verify the “veracity” of this data, we continuously validate and enrich it with surveys. As we tie this unique data to an impression and not a user ID, our technology is fully respectful of consumer privacy as well as being futureproof and ready for a world without user IDs.

Speaking of the cookieless world, and with in-app and in-web video such a competitive space, how do you think advertisers can best leverage different ad formats to capture user attention?

Mobile may be the top destination for advertising, but advertisers are often misled by their mobile ad results as their ads are, time and again, only partially visible to users - not only wasting ad budget but also limiting ad memorability and understanding of their offer. At Ogury, we believe it is the role of AdTech experts to guarantee that brand messages are actually seen by users. This is why we have developed a portfolio of ad formats that can truly guarantee that video ads are actually on screen.

Furthermore, when developing new ad formats, we always give users control of how they consume the ad. After Thumbnail Ad and Video Chooser, we’ve recently released Header Ad, which is always viewable with 100% of its pixels in full view, without disrupting users’ content consumption. This premium ad format blends unobtrusively with the header of the mobile website page. As users scroll down, Header Ad downsizes to 100 pixels before collapsing when the ad comes to an end. Users can also expand the ad in full screen mode, or they can simply close it via an exit button. By creating effective advertising experiences that don't compromise the consumer's navigation, marketers can give users choice and control over their ad experience.

These fully on-screen ad formats guarantee that the brand message is clearly seen and understood, and should become the main standard of the industry.

With your unique insight into video, do you feel video advertisers should still be relying on Video Completion Rate (VCR) as their north star metric? Or are there better ways to assess the performance of video campaigns?

VCR is the main metric brands and advertisers look at when it comes to video performance. But what is the point of measuring VCR for videos that are partially in-view or even playing off-screen? On mobile, brands can have the illusion of achieving a high VCR but, without full-visibility, this is false. Their message has no chance of being seen, let alone remembered. The digital ad market has trapped advertisers with unacceptable standards that they would never consider in other forms of advertising, such as TV or OOH. 

The real KPI that should count for ad campaigns is the Fully On-Screen Rate for 50% duration. That’s the percentage of impressions where 100% of pixels are in-view for at least half the ad duration. This gives the most meaningful video performance measurement and assures brands their completed views were actually fully on-screen.

At BidSwitch, we've seen a lot of focus on fraud prevention and brand safety on the Display side of our ecosystem. How does Ogury tackle these issues with in-app and in-web video inventory? 

Ogury employs multiple levels of protection to run fraud-free campaigns: 

  • IAB Transparency measures: Ogury supports IAB’s transparency initiatives of App-Ads.txt, Ads.txt and Sellers.json, and uses these measures for verified inventory. 
  • Pre-bid fraud avoidance: Applied to every impression by default. DoubleVerify’s solution detects and avoids all types of fraud pre-bid, proactively safeguarding your dollars and guaranteeing <1% fraud against DoubleVerify measurement. 
  • TAG Fraud-Free certification: Ogury campaigns are protected against invalid traffic and are audited to meet TAG guidelines.

Ogury ensures brand safety by delivering ads in trusted and quality environments:

  • Direct publisher integrations with manual vetting to ensure appropriate content for our advertisers.
  • Only Apple App Store and Google Play Store apps are considered for ad placement.
  • Semantic analysis of content for brand safety scores.

Last but not least, Ogury was the first company to be certified for the Open Measurement (OM) SDK for Web Video by the IAB Tech Lab. How important do you feel OMID compliance is for advertisers looking to maximize their results?

Measurement and verification of mobile placements have been a technical challenge that has resulted in advertisers’ hesitance to deliver branding campaigns on mobile. Without a measure for media quality with viewability results, they could not be assured their ads were seen by the end user. 

The OM SDK reshaped the viewability measurement landscape in 2018 for mobile apps. It removed the app publisher’s requirement of multiple vendor integrations, creating OMID compliant in-app inventory that could be measured by any vendor. With advertisers viewing reports that confirmed the viewable nature of in-app placements, they became aware of the safe opportunity for branding in this environment. 

Ogury was the first company to be certified for the Open Measurement (OM) SDK for Web Video by the IAB Tech Lab, with certification earned for our Thumbnail video format that displays on mobile browsers. To ensure we offer the same standard of protection and quality of our inventory for mobile web as we do in-app, we started the integration of the IAB Tech Lab’s mobile web SDK months before its official release. With this certification comes direct access to safe and cost-effective inventory, which is one of the pillars in our ability to drive superior branding performance.

To learn more about Ogury, or to connect to their supply today via BidSwitch, please reach out to your account manager. If you're not connected to BidSwitch yet, just get in touch and we'll get you up and running.