At Ogury’s inaugural Perspectives event in Singapore, agency executives from across APAC gathered to address a defining challenge in digital advertising: how to drive performance in a privacy-first world.
As consumer expectations rise and traditional identifiers lose reliability, the event explored how a hybrid model—combining legacy targeting with Personified Advertising—can deliver scalable, privacy-conscious outcomes.
A Current State of Flux
Industry uncertainty is mounting. Mixed signals from major platforms—particularly around third-party cookies—have left marketers navigating a fragmented ecosystem. Google's ongoing shifts highlight this instability, generating disruption without direction.
Relying solely on cookies or device IDs is no longer sustainable. Such campaigns are increasingly exposed to abrupt platform policy changes, introducing risk and instability. Yet removing identifiers altogether overlooks their value when used responsibly—particularly as part of a broader, privacy-conscious strategy.
The path forward is a hybrid approach: responsibly using identifiers while scaling with zero-party data, contextual signals, and declared preferences.
A Privacy-First Internet Starts Here
Personified Advertising isn’t just a complement to traditional targeting, it’s the future. The focus must shift from who a user is to what they care about in the moment. Powered by real-time behavioral signals, declared interests, and contextual data, Personified Advertising delivers relevance without overstepping privacy boundaries. In APAC, where privacy expectations and regulations vary dramatically, 74% of consumers are concerned about privacy and data sharing.
“Respecting privacy and delivering performance must go hand in hand. Personified Advertising isn’t a workaround—it’s a smarter, more ethical way to connect.”
— Geoffroy Martin, CEO, Ogury
Combined with zero-party data and responsibly used identifiers, this approach sharpens targeting, expands reach, and builds trust at scale. In today’s landscape, it’s a path that simultaneously delivers on performance and privacy.
Navigating APAC's Complex Privacy Terrain
A standout panel, moderated by Ogury’s APAC Regional Managing Director, Rishi Bedi, featuring Amrita Randhawa (Publicis), Prerna Mehrotra (Dentsu), and Josh Gallagher (GroupM), explored how the region’s diversity demands not only compliance—but strategic adaptability.
Agencies are adopting layered strategies that mix traditional targeting with contextual and declared-preference models. These approaches are key to maintaining relevance at scale.
AI Must Be Transparent
Artificial Intelligence holds great potential for enhancing accuracy and insight—especially when integrating identifiers and personified data—but only if it’s implemented transparently.
As trust becomes a core brand currency, opaque systems won’t just lose favor—they’ll become a liability. Marketers need tools that clarify how decisions are made, not obscure them.
Adapting With Purpose
Josh Gallagher reframed signal loss not as a technical challenge, but a defining inflection point. Winning brands will be those that evolve how they measure success, deliver value, and build trust.
“The loss of signals isn’t just a technical problem, it’s a strategic one. Success hinges on reframing how we think about value exchange, trust, and performance.”
— Josh Gallagher, Client Strategy Lead, GroupM Asia Pacific
From Data to Decisions: Balancing Privacy and Precision
In the closing session, Udara Withana, Ogury’s Senior Insights and Research Director, outlined a scalable privacy-first framework. By blending non-personalized signals, user-declared preferences, and AI-powered predictions with traditional identifiers, Ogury’s model delivers reach and compliance.
The future of digital advertising in APAC demands both privacy and performance. Advertisers that embrace a hybrid strategy, combining Personified Advertising with the responsible use of identifiers, unlock a powerful competitive edge—delivering broader reach, sharper relevance, and stronger alignment with evolving consumer expectations.
Discover how Ogury helps brands balance privacy and performance in APAC.