Optable, PubMatic Partner for Agentic AI Activation
By integrating PubMatic AgenticOS with Optable’s identity-first, privacy-safe AI, buyers gain better signals and more efficient activation while complementing AgenticOS's execution capabilities with specialised audience intelligence.
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Optable, the Agentic Audience Platform, has announced a partnership with PubMatic, the AI-powered ad tech company delivering digital advertising performance, to bring privacy-safe, publisher-controlled first-party audience data directly into end-to-end agentic media buying workflows.
Through the partnership, Optable’s Audience Agent is integrated into AgenticOS, enabling buyers to autonomously discover, build, and activate high-value audience signals sourced from premium publishers and data owners in a privacy-safe way.
The integration gives buyers using PubMatic AgenticOS direct access to Optable’s agent-driven audience planning capabilities, allowing them to tap into rich first-party data without exposing or transferring underlying data.
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Advertisers can analyse publisher first-party data signals, including identity, contextual, and audience, and activate custom data-targeted campaigns more efficiently across multiple publishers.
“This partnership ensures that publisher first-party data doesn’t just inform planning — it creates a layer of audience intelligence that directly powers activation and programmatic buying decisions,” said Vlad Stesin, CEO of Optable.
“By integrating our Audience Agent into PubMatic AgenticOS, we are enabling buyers and sellers to collaborate securely, uncover new audience value, and activate it faster without compromising privacy, data or control.”
Kyle Dozeman, Chief Revenue Officer, Americas at PubMatic, said, “As agentic workflows continue to evolve, interoperability and trust are critical.”
“AgenticOS was built to connect intelligence to execution. Integrating Optable’s audience capabilities allows AI agents to discover high-value, custom audiences and then move seamlessly to RTB activation across premium supply.”
Optable’s Agentic Audience Platform enables publishers and data owners to harness, enrich, and activate their first-party data while maintaining full control.
Sellers working with Optable can use the Audience Agent to seamlessly surface high-value audiences to buyers on PubMatic and tap into growing agentic demand from advertisers.
Activation executes directly through PubMatic Activate, a direct-to-supply media bidder, meaning publishers and partners benefit from agentic audience workflows without needing to adopt new protocols or modify existing infrastructure.
By simplifying audience collaboration and activation, the partnership helps publishers increase addressability, improve yield, and respond to demand faster without adding operational complexity.
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For advertisers, it provides more direct access to premium audience signals across PubMatic’s marketplace, enabling more precise audience analysis, faster campaign execution, and improved outcomes.
By integrating PubMatic AgenticOS with Optable’s identity-first, privacy-safe AI, buyers gain better signals and more efficient activation while complementing AgenticOS’s execution capabilities with specialised audience intelligence.
The partnership also represents an early example of the Advertising Context Protocol (AdCP) in action, demonstrating how agent-to-agent workflows can enable secure, interoperable collaboration across the advertising ecosystem, and how privacy-safe audience intelligence can directly power real-time programmatic execution on the open web, without relying on closed platforms or centralised data systems.
