Observed Signal · Apr 27, 2026 · Partnership · Source: https://martechseries.com/feed/ · Impact: 2/5 · Sentiment: Positive
Optable Partners with Goodway Group for Agentic Connected Commerce
Optable, the Agentic Audience Platform, announced a partnership with Goodway Group to embed agentic AI workflows, identity, and transaction-based signals into Goodway’s audience platform for connected commerce. The integration lets Goodway connect conversion and transaction identifiers directly into planning and activation workflows, enabling closed-loop measurement and real-time agent-driven activation with publishers. The platform is already used by more than 70 Goodway Group team members and will support both proprietary and third-party AI agents to optimize campaign planning, activation, and commerce outcomes. The announcement was published April 27, 2026.
Partnership integrates agentic AI and transaction-based identity into an agency audience platform for connected commerce, enabling real-time, closed-loop activation; relevant for agencies and retail/commerce media operations but not industry-shifting on its own.
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Key Takeaways & Evidence Grounding
- Optable announced a partnership with Goodway Group to bring agentic advertising capabilities to the connected commerce ecosystem.
- Optable will power Goodway Group’s audience platform with identity, signals and agentic workflows, enabling connection of transaction-based identifiers into the media ecosystem.
- The integrated platform aims to unify identity, activation, and data collaboration into a single system for closed-loop measurement and real-time agentic activation.
- More than 70 Goodway Group team members are already using the platform to streamline campaign execution and audience intelligence.
- The article was published on 2026-04-27.
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Goodway Group, Optable Partner to Clean Data for AI
Optable has formed a partnership with independent agency Goodway Group to layer AI-driven planning and measurement tools on top of Goodway’s fragmented data systems. Optable — which began as a data clean room provider — positions its platform as an infrastructure layer that unifies first‑party, third‑party and campaign data and exposes AI agents (powered primarily by Anthropic’s Claude) for audience-building, performance analysis and conversational insights. Goodway has rolled the platform out to roughly 70 of its ~350 employees across media planning and analytics, with plans to expand. Executives emphasised that AI effectiveness depends on data quality and that clean rooms remain central to privacy‑compliant agent deployments.
Optable and PubMatic Unite for Privacy-Safe Audience Activation
Optable and PubMatic announced a partnership integrating Optable’s Audience Agent into PubMatic AgenticOS. The integration lets buyers discover, build, analyze and activate privacy-safe, publisher-controlled first‑party audience signals across premium publishers without transferring underlying data. Activation runs through PubMatic Activate (a direct-to-supply media bidder) to enable real-time programmatic (RTB) execution. Both companies position the work as enabling interoperable agent-to-agent workflows and cite the Advertising Context Protocol (AdCP) as an early example of secure, privacy-focused collaboration. PubMatic and Optable say the integration aims to increase publisher addressability and yield while giving advertisers more direct access to high-value audience signals and faster campaign activation.
AI Agents Unlock Publisher First‑Party Data Monetization
Publisher-focused AI agents are being used in-market to automate audience curation and monetize first-party data. PubMatic and Optable are collaborating to integrate Optable’s sell-side audience agent with PubMatic’s buy-side agent via PubMatic’s AgenticOS framework, enabling end-to-end agentic programmatic workflows. Agentic solutions have moved beyond direct-sold deals into curated programmatic private marketplace (PMP) campaigns; PubMatic has completed more than 1,000 agentic direct deals and has run roughly 30 agentic programmatic campaigns, with the Optable integration powering about half of those. Publishers and ad networks (e.g., Mediavine, Livewire) say agentic curation can surface previously untapped first-party audiences at scale, improve discoverability without large sales teams, and attract incremental demand from buyers and agencies testing agentic AI activation paths.
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