eEquity

Ogury Appoints Industry Expert Ossie Bayram as UK Country Director - ExchangeWire.com

Ogury, a global mobile advertising technology company focused on privacy, appointed Ossie Bayram as UK country director, signaling a strategic expansion in the UK market. Bayram brings more than a decade of senior experience in publishing and advertising, including roles with News UK (The Times, The Sun), Minute Media’s 90 Min, and leadership positions at Schibsted’s Shpock and PriceSpy. He joins Ogury amid a period of growth for mobile advertising in the UK, where mobile accounted for 76.2% of digital ad spend in 2021, with UK CPG brands projected to spend £2.97 billion on mobile by 2023. Ogury was founded in the UK in 2014 and now operates globally with over 450 employees, including 100 engineers across 12 countries. CEO Thomas Pasquet welcomed Bayram, noting London as Ogury’s home for mobile advertising, while Bayram emphasized building relationships with publishers and advertisers and advancing a privacy-first “Personified Advertising Engine” to navigate cookie deprecation.

Nordic Publishing Group Schibsted Makes A Programmatic Push

Schibsted Media Group in Sweden has rolled out a unified programmatic offering across its properties, centralizing data from Aftonbladet, Blocket, SVD.se, Priskjakt and about two dozen other sites. Robert Johansson, promoted to RTB and programmatic manager, leads the initiative and collaborates with AppNexus to build Schibsted’s private marketplace and its first‑party data strategy with nPario. The program introduces a three-layer structure: a network product for remnant inventory, a premium programmatic option that is site‑specific, and an in‑between run‑of‑network tier; pricing features a hard floor for invite‑only buyers. Schibsted emphasizes education and DSP certification (targeting seven to ten DSPs) and plans to share first‑party data in deals. The focus includes login‑based data, cross‑device targeting via unique identification technology, and reducing reliance on cookies. Industry trends highlighted include growing branding budgets, fraud concerns, and larger brands like Unilever moving trading desks to Sweden.