Ozone, the leading digital advertising business, today announces the launch of Aura, its proprietary audience access and content classification solution.
Built in-house by Ozone’s product team, Aura is designed to help advertisers connect with more of their audiences across Ozone’s platform, which reaches more than 250 million consumers across the US and UK in trusted, high-attention online environments.
For years, one of the most persistent challenges for advertisers has been the gap between identifying the right audiences and being able to reach them at scale. Legacy brand safety tools – built on blunt keyword matching and limited classification coverage – have restricted audience reach by unnecessarily blocking suitable, high-quality inventory. Aura was built to solve this.
Using natural language processing to analyse content at page level, Aura generates a rich set of signals – including content categories, keywords, sentiment, named entities and brand safety risk tiers – to build a more accurate view of every page. This powers more precise audience segmentation, contextual targeting and brand safety controls across content.
Early results demonstrate Aura’s impact, with data showing a 35% increase in addressable users from a 36% uplift in page views – all without compromising on safety. Specifically for Travel, one of Ozone’s top tier advertiser categories, Aura delivers 2.5x more addressable users from a 3x increase in page views compared to a widely used brand safety tool. This expands reach for advertisers and creates greater monetisation opportunities for publishers.
Aura’s multilingual content classification capability also extends audience scale across markets, unlocking further advertiser opportunity. The combination of Ozone’s audience platform and its Premium World proposition provides brands with easy access to a 500 million+ global audience.
Craig Tuck, Ozone’s Chief Revenue Officer, said, “The launch of Aura is a significant step forward for our advertiser customers. It’s long been clear that legacy brand safety tools were built for restriction, not reach – and that’s been costing advertisers in terms of maximising their addressable audience.
By classifying content at a deeper, more nuanced level, Aura opens up significantly more brand-safe content and ensures advertisers can actually connect with more of their audiences.
For Ozone, this reinforces our commitment to building solutions that work harder for both our advertiser and publisher partners – and our core belief that audience-first environments attract valuable audiences that brands should be able to reach reliably, easily and at scale.”
Source: Combined Ipsos iris, Comscore 2026
