How Ogury is tackling signal loss in digital advertising with AI-powered persona targeting using Amazon Bedrock

Ogury is a global AdTech leader in Personified Advertising. The company recently launched Ogury One, a breakthrough advertising platform fully built on Amazon Web Services (AWS), which delivers targeting based on personas—anonymized groups categorized by common attributes, interests, and purchase intentions—instead of tracking individuals.

Personified Advertising leverages zero-party data collected through large-scale surveys—enriched with billions of data points such as contextual, semantic, bid request, and campaign delivery data—refined by AI and applied at the placement level.

Founded in 2014 and headquartered in London, Ogury continues to expand globally with 25 offices across North and Latin America, Europe, and APAC. Its solutions are trusted by some of the world’s largest brands, including Adobe, Amazon, Bayer, Coca-Cola, Ford, Intel, Levi’s, McDonald’s, P&G, and Visa.

Addressing Signal Loss in Digital Advertising

The digital advertising industry faces increasing challenges due to signal loss, with less data available to understand end-user behaviour and measure campaign effectiveness. As a result, 50% of the open web has become unaddressable to advertisers. Ogury’s innovative Personified Advertising offers a scalable solution by combining traditional targeting approaches with privacy-safe, aggregated data. By relying on anonymized personas instead of individual user tracking and data collection—in clear contrast with personalized advertising—Ogury ensures continued addressability across the open internet.

On April 8, 2025, Ogury launched Ogury One, its client-facing platform built on Amazon Web Services (AWS), to address the growing challenge of signal loss. Designed for agencies and brands, Ogury One empowers users to fully harness Ogury’s Personified Advertising technology. It combines exclusive zero-party data with generative AI technology to target personas rather than individual users, going beyond solutions limited to standard contextual and semantic targeting.

Ogury One operates through a streamlined, real-time process. Leveraging Mistral 7B‘s context window of up to 32k tokens, it enables comprehensive persona descriptions to be included in the prompt. When a media agency uploads its brief via Ogury One’s intelligent planning feature, the system immediately connects to Amazon Bedrock through its InvokeModel API endpoints. The platform submits both the agency’s brief and the existing persona database as prompts to Amazon Bedrock, where Mistral 7B processes the information instantly—analyzing the text and identifying semantic matches between the brief and Ogury’s personas. Within seconds, Ogury One returns the best-matching personas using the Bedrock InvokeModel outputs. This real-time, synchronous approach ensures agencies get instant results, making the platform highly interactive and efficient. There’s no waiting period – agencies can immediately see which personas best align with their campaign needs.

Thanks to Ogury’s innovation, this entire audience planning workflow is fully streamlined. Agencies and brands can now independently complete their audience matching in seconds, without specific technical knowledge. This AI-powered automation has removed bottlenecks that previously slowed down campaign launches, enabling more efficient activation.

“Ogury One is a groundbreaking, user-friendly tool that simplifies campaign management while delivering unprecedented on-target performance and scale for agencies and brands. They can now seamlessly orchestrate their Personified Advertising campaigns with complete control—whether through our robust platform or API integrations,” explained Stéphane Dupayage, Chief Product Officer at Ogury.

Ogury One has already been tested by leading global media agencies. Notably, Havas Media Group has fully integrated Ogury One’s powerful audience planning API into its Converged platform. With this integration, Havas Media Network is the first agency group to embed Ogury’s API, allowing planners to access up to 5 billion combined personas across the open web.

Leveraging AWS to Enhance Digital Advertising Solutions

When developing Ogury One, Ogury’s leadership quickly recognized the potential of generative AI to enhance their technology and provide unique value to customers. They began by testing OpenAI’s API and its GPT-3.5 LLM to validate how generative AI could integrate with their existing advertising solution. After this initial proof of concept, they turned their attention to cost and scalability, conducting a phased evaluation of MistralAI models—starting with local testing before implementing them via Amazon Bedrock, thanks to its seamless API integration. Their technical team was particularly interested in AWS’s pay-as-you-go model, which required no long-term commitments. Ultimately, they chose the Mistral 7B model on Amazon Bedrock based on these three key factors. Testing demonstrated a 10% improvement in response quality, while also delivering enhanced response control, and greater predictability across all use cases.

Stéphane Dupayage added, “With Amazon Bedrock, we gain immediate access to multiple generative AI models, which has enabled us to reduce implementation time by 60%.”

Ogury demonstrates its innovative spirit by continuously advancing its advertising solutions. Its exclusive persona-based technology harnesses the full power of AWS’s integrated ecosystem, utilizing analytics tools like Amazon EMR, Amazon Opensearch, and Amazon Redshift to ingest, store, and analyze large-scale survey data. Meanwhile, Amazon Bedrock provides cost-effective AI capabilities, creating a comprehensive end-to-end solution that enriches billions of contextual, semantic, bid request, and campaign delivery data points to build and map sophisticated personas.

Future Innovations with Generative AI

Energized by the remarkable success of this initial use case and recognizing the transformative potential of generative AI, Ogury is now embarking on an ambitious project to revolutionize its persona creation process. This initiative aims to develop a fully automated, end-to-end system powered by AWS’s advanced generative AI capabilities. Currently in development and slated for release in the second half of 2025, this enhanced platform promises to dramatically accelerate persona development while boosting precision—upholding Ogury’s high standards of quality and accuracy.

Learn more about how Ogury leverages AWS to meet its growing analysis needs while optimizing costs, and check out the AWS for Advertising & Marketing page for more details on purpose-built solutions used by leading advertisers and marketers from around the globe.