Singapore – Ogury has unveiled ‘SONA’, a new agentic advertising solution designed to help brands and agencies bridge the longstanding gap between audience planning and campaign execution.
Built on the company’s proprietary Persona Intelligence technology, SONA transforms campaign briefs into structured audience strategies by identifying scalable personas, recommending media environments, and generating activation plans that can be deployed directly across channels.
According to Ogury, the solution addresses a common challenge in modern advertising: maintaining a consistent audience definition from planning through to execution.
Accessible through a conversational chat interface within Ogury One and compatible AI environments such as ChatGPT, Gemini, and Claude, SONA analyses campaign briefs and recommends audience personas based on behavioural signals, declared interests, geographic insights, and purchase data.
The platform then identifies suitable publisher environments and formats before generating media recommendations, projected reach, and expected outcomes.
Ogury said campaigns can move from brief to activation in just a few clicks, reducing planning workloads by an estimated 20 to 30 hours per campaign.
The solution is powered by Ogury’s audience-first data model, which combines observed behaviours, declared data, and transaction-based purchase signals to create personas that better reflect real-world consumer behaviour.
By organising these signals into scalable audience profiles, SONA aims to help marketers uncover potential customer segments that may be missed through traditional targeting methods.
Importantly, Ogury emphasised that recommendations remain fully transparent throughout the process, allowing media planners and traders to review, validate, and refine suggested audiences before activation.
Available across connected TV (CTV), desktop, mobile web, and in-app environments, SONA also supports interoperability through Model Context Protocol (MCP), enabling integration into existing AI-powered workflows without requiring significant operational changes.
“Many solutions today focus primarily on optimising execution, but the real challenge is maintaining a consistent audience definition from planning through activation across platforms,” said Nicolas Bidon, CEO of Ogury.
Bidon added, “With SONA, we’re bringing Persona Intelligence directly into the campaign workflow, enabling brands and agencies to turn any brief into a structured, persona-based strategy they can understand, refine, and activate consistently across channels to drive more measurable outcomes.”
