Ozone, the leading digital advertising business, today announces the launch of Arc, a new product capability that helps advertisers optimise towards the performance outcomes that matter most to their business. Arc marks the latest evolution of Ozone’s Audience Connection Platform, which reaches almost 300 million consumers across trusted, high-attention publisher environments in the UK and US.
Built in-house, Arc builds on Ozone’s success in delivering campaigns focused on the measures that drive impact for brands. The new capability combines Ozone’s consented and compliant data with an understanding of the content people are consuming, using these signals to predict where audiences are in their purchase journey within a specific category. Arc’s algorithmic models then predict not only who is most likely to deliver a specified outcome, but the moments when they are most likely to do so. Campaign delivery is optimised towards these opportunities in real time, helping advertisers focus investment where it is most likely to move the needle.
Early campaigns using the Arc model are already demonstrating strong results. For example, in partnership with Medialab Group, the Alzheimer’s Society1 saw 59% more donations per user reached.
Speaking on the campaign, Jonathan Strong, Senior Digital Marketing Manager at the Alzheimer’s Society, said, “Alzheimer’s Society’s mission is to end the devastation of dementia. We raise public understanding of dementia’s severe impact, drive uptake of our support services, recruit volunteers, and leverage data-driven audience insights – and Ozone is a proven digital partner. Beyond reaching our audience in the trusted environments they rely on, the Arc performance innovation provides deeper intelligence and real-time optimisations to drive outcome-based KPIs, including efficient donor conversations.”
The launch comes as advertisers face growing pressure to prove measurable returns on every marketing pound. At the same time, fragmentation, identity loss and brand safety challenges are adding complexity, prompting marketers to reassess the role different channels and environments play in delivering their desired outcomes.
The announcement is supported by new research from Ozone2, conducted with OnePoll among 2,000 UK adults:
- Editorial is trusted more: News, magazine and lifestyle websites are the only online advertising environment where trust outweighs distrust, with a net trust score of +12. Ads in social feeds or stories score −18.
- Trust converts into action: Four in ten UK adults (40%) have bought something, or taken a step towards buying, after seeing an ad on an editorial site.
- The environment benefits the brand: More than a third of them (37%) acted because they had seen the ad on a news or magazine website they know and rely on, so the brand felt reliable.
- The effect runs one way: Seven times as many people say an ad for a brand they know on a news, magazine or lifestyle website would increase their trust in that brand as say it would reduce it.
- Additionally, a parallel study of 2,000 US adults again ranked news, magazine and lifestyle websites the most trusted online advertising environment, with the same 37% of those who acted crediting the environment itself.
Arc also builds on Ozone’s continued investment in products designed to solve advertiser challenges, including Access, its audience access and content classification solution, which increases addressable users by 35% across advertiser campaigns.
Craig Tuck, Ozone’s global Chief Revenue Officer, said, “We’ve long talked about our platform delivering a Connection Advantage for brands, thanks to our incredible audience scale combined with depth of audience intelligence and brilliant creative capabilities. Where scale has underpinned the growth of social and search platforms, Ozone now offers advertisers a credible alternative that can deliver full transparency and accountability without sacrificing the quality of the environments in which their campaigns appear.
Arc allows us to apply those strengths to the performance-led outcomes an advertiser wants to achieve, predicting not just the right audience, but the right moment to drive action. And by working alongside the outcomes solutions our agency clients already have in place, it strengthens what they can offer advertisers rather than competing with them.”
Sources:
1Alzheimer’s Society campaign results = Ozone Arc modelling, 2026
2Actions Speak Louder with Words = Ozone and OnePoll, 2,000 UK adults, 12–18 August 2026
