Meet Ogury: the startup that finally cracked Mobile Advertising.

Meet Ogury: the startup that finally cracked Mobile Advertising.
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Screenshot 2015-02-05 09.44.31
AdTech may be poised for consolidation in the coming 18 months, but that doesn’t mean there aren’t still barriers to be overcome, opportunities to be taken advantage of. Mobile advertising is only working for a handful of people, but it’s still marginal in compared to display, video, or social advertising.
Enter Ogury. Before we talk about how this company is taking on mobile advertising, let’s talk about back story. The startup’s founders include Jean Canzoneri & Thomas Pasquest, previously cofounders of BeeAd, which was sold to Teads, a company which is poised to IPO in 2015 and has been carrying the title “the next Criteo” since its merger with Ebuzzing last year. Canzoneri said in a telephone interview that the technology and expertise acquired by Teads represents about 50% of the startup’s 2014 annual revenue, which was roughly €100 Million.
The team is completed with the likes of Yan Georget (formerly VP of Engineering at Criteo, now CTO of Ogury), Raphael Rodier (Former Head of Display Advertising at Hi-Media), Boris Clemencon (former Data Science at reputed R&D facility INRIA), Adam Rubach (Business Director UK for Struq, a Criteo competitor) &Jacopo Ercolani (Head of Mobile, Teads). Needless to say, the team is well-staffed. In fact, the startup already raised a pre-seed round of €1.5 Million from Ventech, ACG & CoVent Partners, and they’ve already grown to 40 team members. Ogury has already run 250 campaigns with UK, French & Italian clients stretching across 20 countries.

What & How

While major players like Criteo are focusing on the mobile web, getting the same granular level of information about what smartphone users are doing across silo-ed apps is difficult. While Canzoneri wouldn’t reveal the secret sauce of how they get their information, he assured me that the process is entirely opt-in from an end-consumer perspective. In order to reach their more than 100 Million profiles so far, Ogury works “in the blind” with 600 Publishers – Ogury doesn’t reveal the name of the publishers he’s working with so that premium editors may continue to sell advertising directly to brands without the worry that those brands will undercut them by going through Ogury.
Canzoneri says that customers keep coming back because Ogury knows more about mobile users than any other network, including Facebook (which uses its own Facebook Connect tool to learn about users), Criteo & Twitter. Their technology allows them to know every page, every action, every screen that users look at – a difficult task without integrating across every single app – and they can do this just by integrating with one app on a user’s mobile phone.

14 Responses

  1. Avatar
    Julien Ricard

    The “secret sauce” is explained in the third result on Google when you search the name Ogury. Maybe you should try this search engine 😉 it’s going to be huge I think.
    “It uses various Internet history accessing permissions to browse your Device’s internet history from the browsers to see if you’ve been searching or might be interested in products provided by companies that advertise with them.”

  2. Avatar
    Argon (@ENewsMan)

    Clearly, these guys get the power of information. And it’s not just about big data — that’s a buzzword with little meaning. What it’s really about is optimization. Mobile ad optimization is becoming a big priority for ad platforms that understand it’s value (Airpush, Opera Mediaworks, etc) and I’m frankly very surprised at how quickly mobile ad optimization resources have matured and still are maturing — http://nativemobile.com/optimization-everything-mobile-advertising-10227

  3. Avatar
    Gio

    Smart ….. hope they will succeed in stopping my apps bothering me with gaming ads ..;-)

  4. Avatar
    Cecile

    Impressive numbers…
    It seems quite clever, and the UK is a great place to build huge companies !!

  5. Avatar
    Sahin

    Difficult to say how these guys optimise their ads, but one thing’s for sure they found the way. As a publisher who works with them, not only I got regular and non-negligible revenues, the ads that occasionally appear are rather related to my interests.

  6. Avatar
    Emilien

    That seems promising !!

  7. Avatar
    Eric Platon

    The service is Android only? (It looks so)

  8. Avatar
    Florent

    It looks like “clever” advertising…maybe less but better targeted…promise could be great !

  9. Avatar
    horseboxsoftware

    I imagine that the Google Play Store will clamp down on this, after all, the ad network is trawling through the users browsing history to target them with ads. Major privacy issues here.

    • Avatar
      X.JING (@a_green_turtle)

      I don’t think google would clamp down on this, because first they ask permission from users before install and second they give user the choice to block access forever after install and third they use google AID which is re-settable and anonymous

  10. Avatar
    App and Mobile (@App_and_Mobile)

    ITS A SCAM ? – I have been using Ogury for 14 days .. today my earnings mysterious reduced by 50% … that’s earnings made each of the previous 14 days … No explanation. The stats now appear to be fiddled to pay out much less than I had already earned. I will REMOVE them very soon as their Ads are not exactly unobtrusive and the ‘opt-out’ link for users is half a millimeter tall.

    • Avatar
      Adrian, VP of Publishing, Ogury

      Hi David, We had a bug for a few hours on Sunday, we got back to you and resolved the issue within a few hours. Please wait for an answer before posting publicly something that is totally wrong and misleading in this way. Thanks for your understanding. I just want to reassure anyone reading this, We are not a Scam and are paying over a thousand partners each month without any issues.

  11. Avatar
    App and Mobile (@App_and_Mobile)

    Update: Their user dashboard is a bit buggy … after a few hours today stats have started to show true figures again, which is a good thing. Really need to be able to rely on the stats they provide.

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