Ogury is OMID certified by the IAB Tech Lab for mobile web Thumbnail video

We are pleased to announce that Ogury is 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.

In 2018, The Open Measurement initiative enabled transparent third-party viewability measurement for in-app advertising with the release of the Open Measurement SDK for Android and iOS platforms. Apps that integrated this SDK made their inventory OMID (Open Measurement Interface Definition) compliant and measurable across third-party verification vendors. At Ogury, we integrated this technology within our own SDK, creating a large OMID-compliant network of in-app placements.

Now, the same standardized third-party viewability and verification measurement is available for video ads served on web browsers. And we are the first in the market to certify our in-web placements as compatible.

The IAB Tech Lab provides a voluntary service for partners to certify their OM SDK integrations. With certification, IAB Tech Lab tests the OM SDK Integrator’s implementation to verify that it complies with all OMID requirements.

We are proud to be the first partner to receive this certification for the web video. As Ogury campaigns serve across apps and the mobile web, advertisers can use unified OMID tags to seamlessly measure viewability across both environments.

The importance of open measurement for web video

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 of 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 app measurement. 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, advertisers became aware of the safe opportunity for branding in this environment.

The Open Measurement Working Group (OMWG) was forward-thinking in its vision and anticipated that this mobile in-app success would need to be replicated across platforms and channels. After this realization, the Open Measurement for Web Video SDK was released.

Similar to the OMWG, Ogury is also forward-thinking, which is why we are the first company to be certified by IAB Tech Lab for our mobile web Thumbnail video.

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.

Ogury’s journey to certification

For years, Ogury has provided brands with measurable viewability on 100% of their impressions with the largest supply of OMID compliant in-app inventory.

We have recently expanded our reach and become a cross-environment mobile player with the addition of exclusive, in-web Thumbnail video.

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.

Today, our breakthrough technology brings our unique, in-app audience data onto the mobile web – without the use of identifiers. Ogury’s Personified Advertising uses a unique set of personification data at scale for highly relevant mobile web targeting. Our approach ensures 100% user privacy and is future-proof for an identifier-less world.

What’s ahead

Digital advertising needs standardization because safe and viewable inventory is non-negotiable when it comes to delivering effective branding. Thanks to IAB Tech Lab, advertisers can easily access reporting to validate their partners and platforms. The IAB Tech Lab Compliance Programs enable companies to earn credibility for adhering to a set of global industry technical standards in digital advertising.

“Ogury was the first company to certify their OM SDK integrations for mobile web video, which is a testament to the company’s commitment to providing quality and cost-effective inventory. As more companies follow suit, the digital advertising industry will become safer, more transparent and more efficient.”

Shailey Singh, Acting General Manager, IAB Tech Lab

This certification is our next step to building a world of highly effective and sustainable advertising, anchored in consumer privacy protection.

To find out more, reach out to the team via the form below.

Ford blog post

Multinational car company, Ford, wanted to launch a digital campaign to promote its new range of hybrid cars. Together with its media agency Mindshare and creative agency GTB, Ford partnered with Ogury to identify its ideal audience and deliver mobile video ads with precision. 

Challenge

Ford wanted to promote the new Ford Kuga Plug-In Hybrid, as part of its multi-media TV and digital campaign. Ford sought an advertising technology that could identify its target audience and deliver mobile video ads through an innovative and user-friendly experience. Ford also wanted to go beyond traditional performance indicators (impressions and video completions) to accurately measure the impact of its campaign.

Solution

It was crucial for the campaign to be delivered to users whose behavior and media consumption matched the Ford Kuga brand’s positioning. Using its Active Insights platform, Ogury enabled Ford to accurately identify its core target audience – people aged 25-64 years old who are looking to purchase a SUV. 

Ford created three promotional video ads featuring the Ford Kuga Plug-In Hybrid, which can travel up to 56km on 100% electric power. The ads were then delivered to users via Ogury’s proprietary video ad delivery method – Brand Exclusive Ad Chooser. It allows users to choose which ad they want to watch, maximizing engagement and creating a positive brand experience. 

Finally, Ogury measured campaign performance using a new metric: Viewable Video Completion Rate (V2CR). V2CR considers both the viewability and video completion rate, enabling Ford to have a more accurate view of the campaign performance and optimize its future strategy. 

Ford Kuga Brand Exclusive Ad Chooser
Ford Kuga Brand Exclusive Ad Chooser

Benefits

The video campaigns were a success. With an average VCR of 93% and viewability of 95%, the campaign achieved 86.2% V2CR. As such, Ogury was recognized as Best Performer for VCR and viewability among the seven mobile advertising partners activated on this campaign.

We have built a trusting relationship with the Ogury team over the past 7 years and use their solution for a majority of our mobile display campaigns. With precise targeting, unwavering privacy protection and KPI results beyond our expectations, Ogury enables us to deliver positive ad experiences to our consumers.

Amaïa Bady
B2C Communication Marketing Specialist at Ford France
Ogury is OMID certified by the IAB for mobile web thumbnail video

We are proud to announce that Ogury is among a small handful of companies that are first to receive the Coalition for Better Ads‘ Better Ads Certified Seal.

The Coalition for Better Ads aims to improve consumers’ experience with online advertising by leveraging consumer insights and cross-industry expertise to develop and implement new global standards for online advertising.

The Coalition recently introduced a new program to review online ad experiences sold in the market. This was released to validate compliance with Better Ads Standards that aim to improve the online ad experience for consumers. 

The new initiative is part of the Coalition’s Better Ads Experience Program. We are honored to be involved in this program, as creating respectful user ad experiences is at the heart of what we do. Upholding the Better Ads Standards is not only good for consumers, but it also benefits advertisers and publishers.

We pride ourselves on providing only full-creative visible formats, such as our award-winning Thumbnail Ad. In addition to providing a quality experience with our ad formats, we also protect our partners against unsafe and toxic data, inappropriate content and all types of fraud.

“The Better Ads Standards identify the ad experiences that are least preferred and most annoying to consumers, falling beneath a threshold of consumer acceptability. This program responds to strong interest from companies that sell ad experiences for the ability to demonstrate their adherence to the best practices embodied in the Standards to their business partners.”

Neal Thurman, director of the Coalition for Better Ads

We look forward to partnering with the Coalition for Better Ads as we continue to pioneer ethical and sustainable practices within the advertising ecosystem.

Microsoft blog

As people continue to work and study from home in Italy, Microsoft wanted to showcase its new Microsoft Complete Protection plan. The tech giant had a precise target: students and families interested in buying a new personal computer.

Partnering with Ogury, Microsoft and its media agency, iProspect were able to reach the right audience with impactful CPC multi-format ad campaigns that lifted brand awareness. 

Challenge

Microsoft wanted to showcase its new Microsoft Complete Protection plan, but it needed the right tech partner to find the most precise audience, drive awareness and retarget engaged users. Ogury helped Microsoft and iProspect to deliver effective CPC multi-format campaigns to students and families looking for a new computer on the main online marketplaces such as Amazon, Euronics, Mediamarkt and Unieuro. While generating brand awareness, Ogury re-engaged the mobile users who interacted with Microsoft’s ads.  

Solutions

Ogury built a customized strategy to meet Microsoft’s needs. Thanks to Ogury Active Insights, Microsoft was able to leverage reliable mobile user and behavior data to identify the four audience clusters it wanted to reach: high and low spending students and families interested in buying personal computers at brick and mortar stores and online marketplaces. Ogury User Engagement was also used to create a series of CPC campaigns to deliver the advertising to these audiences. Ogury re-engaged the users who clicked on the ad with multi-format creatives (full-screen, MPU and banners), enabling them to get more information about the new Microsoft Complete Protection plan. 

Results

This bespoke strategy, including the accuracy of the audiences identified and engaged, made this campaign a success, exceeding Microsoft’s KPIs. Thanks to the multi-format solution, the campaign achieved 4.6% CTR, 45.6% above benchmarks, and 90.8% Viewability, 6.4% above benchmarks.

The ability to meet our needs, identify, reach and attract our ideal audience, confirmed Ogury as an important and strategic partner for us, campaign after campaign. Its unique mobile user and behavior data and the strong targeting technology were exactly what we needed. For this reason, we chose Ogury as the only provider for the Microsoft Complete Protection plan campaign in Italy.

Michele Fazio
Windows Category Manager, Western Europe – South at Microsoft

Download Microsoft’s case study