Montreal, August 3, 2026 (Ad Exchanger) — End-to-end agentic ad campaigns are no longer hypothetical; they’re in market.

For publishers that have struggled to activate their first-party data, AI agents offer a more automated and bespoke approach to deal curation that wasn’t possible before.

PubMatic and Optable are both productizing this shift with agentic tech and collaborating on a new end-to-end workflow for AgenticOS, which is PubMatic’s framework for connecting buy-side and sell-side AI agents.

The integration connects Optable’s sell-side agent, which packages first-party publisher data into audiences based on a campaign brief, with PubMatic’s buyer agent, which ingests the prompts – a new role for a company that previously positioned itself as a pure-play SSP.

Until recently, agentic tech was used mainly to automate direct-sold campaigns. PubMatic has itself completed more than 1,000 such deals. But now, agentic solutions are starting to show up in curated programmatic private marketplace (PMP) deals, too, said Abbie Reichner, PubMatic’s VP of customer success.

The Optable integration has powered roughly half of the 30 or so agentic programmatic campaigns that have run through PubMatic’s platform so far.

This type of integration allows publishers to agentically curate completely new audiences tailored to specific campaigns, said Charlie Morris, VP of partnerships and data strategy at publisher ad network Mediavine.

Publishers can “unlock a data asset that’s been there but untapped for quite some time,” he said.

Read the full coverage on Ad Exchanger

Also covered in AD WEEK

MONTREAL, April 23, 2026 (BUSINESS WIRE) — Optable, the Agentic Audience Platform, today announced a partnership with Goodway Group to bring agentic advertising capabilities to the connected commerce ecosystem. Agencies now face signal loss, fragmented audiences, and complex operations. These challenges force them to rethink how they plan and execute campaigns.

Through this partnership, Optable is now a key partner powering Goodway Group’s audience solution. The agency can now connect transaction-based identifiers directly into its media ecosystem and deliver more efficient, data-driven campaigns for its advertising partners. Goodway Group is defining a new operating model for connected commerce, where data, media, and activation are unified into a single, outcome-driven system.

As third-party signals degrade and consumer journeys become more distributed across channels. Agencies are under increasing pressure to unify data, accelerate execution, and prove results. Yet most teams still rely on fragmented workflows, stitching together insights & activation across multiple platforms causing inefficiency and manual work. 

Optable and Goodway Group are addressing this shift by embedding agentic AI directly into audience planning and activation. The goal is to help Goodway Group derive high quality insights for their advertisers and put more media dollars to work through agentic activation workflows directly with publishers.

With Optable’s Agentic Audience Platform, Goodway Group can unify identity, activation, and data collaboration workflows into a single system, replacing fragmented, manual processes with agent-driven execution that moves from insight to action in real time.In this model, Goodway Group is not just activating media, but orchestrating the entire commerce lifecycle from signal to outcome across partners, platforms, and channels.

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“Agencies today are being asked to operate at a level of speed and accountability that their underlying systems were never designed to support,” said Andrew Dumas, Chief Business Officer at Optable. “By bringing agentic workflows into Goodway Group’s audience platform, we are enabling their teams to connect data, intelligence, and activation seamlessly, driving better performance while maintaining control and transparency.”

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The platform is already in use by more than 70 Goodway Group team members, helping streamline campaign execution and improve the quality of audience intelligence and optimization. By connecting conversion data directly into planning and activation workflows, the partnership enables more precise targeting, faster decision making, and stronger performance in an increasingly complex media environment.This direct connection between commerce data and activation enables closed-loop measurement and more accountable media tied to real business outcomes.This positions Goodway Group at the center of the connected commerce ecosystem, where it can control how data is translated into activation and measurable growth.

For Goodway Group, the partnership reflects a broader shift toward more integrated, data-driven approaches to connected commerce.

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“Connected commerce requires a more unified approach to data and activation across disparate ecosystems,” said Mike Wolk, SVP of Growth and Partnerships at Goodway Group. “Optable gives us the ability to execute with greater speed and precision, helping us deliver enhanced & agile solutions for our clients as the ecosystem continues to evolve.”

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In addition to the use of Optable’s own agentic tooling, Goodway also plans to utilize Optable to deploy their own AI agents as well as best-of-breed agents from third party partners. Their own agents will utilize Optable’s flexible platform and interoperate with Goodway’s custom planning tools to help them better optimize campaigns. Goodway Group also plans to leverage other buyer agents from partner companies directly within the Optable platform to maximize their insights across partners.

By enabling both proprietary and third party agents within a single interoperable environment, Goodway and Optable are building a differentiated advantage in how commerce intelligence is activated at scale.

About Optable

Optable is the Agentic Audience Platform connecting the advertising ecosystem. Its mission is to empower publishers, agencies, and brands to securely connect and activate audience data to drive smarter, more relevant, performant, and profitable advertising. Through its Agentic Collaboration framework, Optable transforms manual workflows into intelligent agent-to-agent collaboration that accelerates execution, reduces complexity, and drives better outcomes.

About Goodway Group

Goodway Group is a global marketing services company that unlocks growth for the world’s most progressive and forward-thinking brands. We do this by pioneering and utilizing today’s most innovative and holistic solutions across commerce, consulting, and connection to drive meaningful, impactful business outcomes for marketers. A fiercely independent, family-owned marketing partner with nearly a century of global business expertise, our differentiator is our advantage. We combine one team, multiple disciplines, and relentless impact to help continually unlock, create, and fuel new sources of growth, opportunity, and potential for your business. 

Learn more: www.goodwaygroup.com/    

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Media Contacts: 

Sydney Arena, optable@purposenorthamerica.com 

Luca Sesti, luca.sesti@lcscomms.co 

Montreal — March 19th, 2026 (Ad Exchanger) — Using machine learning to automate and optimize ads is familiar to publishers. For years, this tech has helped publishers tune floors and serve the best ads behind the scenes.

Now, publishers are exploring automation and optimization through agentic AI. Many publishers have identified a similar use case: sales agents who actively make decisions in the auction on behalf of the publisher.  

Agents could handle smaller, highly segmented deals that traditional sales teams often ignore due to high transaction costs, said Patrick McCann, senior vice president of research at Raptive and a participant of the Prebid sales agent collaboration with AdCP.

“There are countless opportunities that never get executed because they’re too small or customized,” McCann said. By automating discovery and execution at scale, agents could reduce friction for both publishers and buyers, potentially limiting revenue lost to intermediaries.

As companies build these initial sell-side agents, some are using AdCP’s source code and some are not. Here’s how some early adopters, from publisher Weather Company to agentic audience platform Optable, are testing out seller agents.

How Optable tested sell-side agents

Ad tech companies that work with publishers are also testing out sales agents. Agentic audience platform Optable, for example, is building its own agents directly into its existing data platform. Optable is using a sell‑side agent for its data‑owner customers – often publishers and media companies, but not exclusively – to package their audiences and inventory for buyers who access those products through agentic workflows.

Inside Optable, that work starts with the company’s audience agent. A salesperson can, for example, upload an advertiser’s RFP and ask the system to suggest audiences that fit the brief.

Anthropic’s Claude is the front end for that process. Optable connected Claude into its data environment so when someone drops an RFP into Claude and asks for a plan, Claude hands the request off to Optable’s tools. Those tools route it to an AI model running inside Optable that understands how each publisher’s data is structured.

The agent returns with a mix of new audience ideas and existing segments it thinks might fit. Then, at the user’s request, it can create and activate those audiences and sync them with a publisher’s preferred ad platform, like Google Ad Manager.

That audience‑building layer is the foundation on which the sales agent sits.

The sales agent focuses on packaging and selling that data. Inside Optable’s dashboard, publishers can see a sales agent section where they can define specific products, such as a CTV package built from a publisher’s first‑party audience segments. Then, publishers configure how these data and media packages are priced and presented to buyers inside the agent. They can also approve which buyers are allowed to interact with their data through the agent.

For instance, Optable Co-Founder and Chief Product Officer Bosko Milekic demoed a potential campaign, acting as the role of the buyer, where he described for the agent a fictional brand, who the brand wants to reach, preferred media types, and set a $1 million budget. Claude, connected to Optable’s sell‑side agent, turned that brief into a plan that listed which sellers and networks were relevant, how much would go toward data fees, how much toward media and how those campaigns would be executed.

When he asked to focus only on connected TV, the agent reworked the proposal around that constraint.

“Now it’s coming back with a refined proposal on how to allocate my million bucks,” Milekic said. “It’s saying, ‘Here’s the Family Network and FreshCard Media that have relevant products for you. Here’s the cost of the data, here’s the cost of the media.’ In this case, it’s proposing to execute these products through deals.”

Using the buyer’s existing demand‑side platform and ad server accounts, the system can move beyond a proposal and actually set up the programmatic deals in the exchange, so they’re ready for the buyer to start running campaigns. On the publisher side, those deals appear inside Optable as a list of incoming opportunities associated with their data.

While Optable counts itself as a supporter of Prebid, which now owns the sell-side agent code, it didn’t use the source code for this specific project. The agentic audience platform Optable, for example, which works closely with both Prebid and AdCP, did not use the source code.

“We are involved in the Prebid initiative,” Milekic said. “They’re assessing the code base, and there’s been some discussion around whether to start from scratch or to try to incrementally improve what was donated.”

Read how The Weather Company built a sell-side agent and where sell-side agents fit in the stack on Ad Exchanger.

‍Montreal, Canada — March 12th, 2026 — Optable, the Agentic Audience Platform, today announced a partnership with PubMatic (NASDAQ:PUBM), the leading 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. Advertisers can analyze publisher first-party data signals, including identity, contextual, and audience, and activate custom data targeted campaigns more efficiently across multiple publishers.
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“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.”

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“As agentic workflows continue to evolve, interoperability and trust are critical,” said Kyle Dozeman, Chief Revenue Officer, Americas at PubMatic. “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.

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By simplifying audience collaboration and activation, the partnership helps publishers increase addressability, improve yield, and respond to demand faster without adding operational complexity. 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.

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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 specialized 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 centralized data systems.

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About Optable

Optable is the Agentic Audience Platform connecting the advertising ecosystem. Our mission is to empower publishers and their partners to securely connect and activate audience data to drive smarter, more relevant and more profitable advertising. With our Agentic Collaboration framework, Optable transforms manual, human-mediated workflows into intelligent agent-to-agent collaboration that accelerates execution, reduces complexity, and drives better outcomes. Trusted by leading publishers, platforms, and brands, Optable provides an open and interoperable foundation for secure, policy-governed data activation in the age of AI.

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About PubMatic

PubMatic (NASDAQ: PUBM) is the leading AI-powered ad tech company delivering digital advertising performance. Through an intelligent, unified platform that connects buyers, publishers, data partners, and commerce media networks, PubMatic delivers superior performance with greater transparency, control, and efficiency.

Since 2006, PubMatic has pioneered every major advance in programmatic advertising, from enabling the first OpenRTB transactions to embedding AI-driven optimization and privacy-focused innovation across its platform. With omnichannel scale, proven reliability, and a track record of continuous innovation, PubMatic is building a more intelligent, profitable, and sustainable open internet. Built to Connect. Powered to Perform

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Media Contact:

Sydney Arena

Optable@purposenorthamerica.com

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January 5th, 2026 (AdExchanger) — The world of ad tech is starting off the new year the only way it knows how: with a new agentic solution.

On Monday, Optable launched a new planner agent to automate the ad planning process for publishers. The tool analyzes advertiser campaign briefs, generates audience segments to target and reports back on measurement and outcomes once the campaign is live.

Hurry up!

Historically, the process of analyzing an RFP has been “slow and manual,” especially when the publisher is creating custom audience segments, said Jessica Hogue, chief data officer for consumer media at Hearst.

An agentic planner is more discerning than the human eye alone, thanks to the quantity of data it sits on and the speed at which it can analyze that data. And the new Optable agent has helped remove “a handful of baton passes” in the process, said Hogue.

Hearst and Optable have worked together to organize and taxonomize engagement across Hearst’s websites to help target audiences for specific advertisers or campaign goals. It’s like having the ocean “distilled and recommended back to you,” said Andrew Dumas, Optable’s US managing director. The alternative, he said, can mean manually typing in keywords or just hoping impressions are going toward the right audiences.

If a publisher receives an RFP for audiences interested in buying a car, for example, the obvious (and historically standard) response is to type in keywords like “auto” and “electric vehicle” as a proxy for potential buyers. They’re “probably not going to type in 58 car brands” and a list of other attributes that might fit someone planning to buy a car, said Dumas.

The agentic solution has no problem packing all those keywords and metadata into its response. It looks at all of the available data and proposes a “much wider swath” of specific audiences, Dumas added. It might recognize that people who live in Connecticut and play golf are more targetable for Mercedes-Benz and focus on those attributes rather than car-specific searches.

The AI’s goal is to identify opportunities beyond the intuitive targeting strategies the managed service version would bring.

The evolution of language

Publishers can engage with the agent, which is built on Claude, through standard chatbot natural language prompts. They can also upload documents, like results from a previous campaign, and “converse” with the AI to refine its knowledge of the advertiser’s particular audience targeting or brand strategy.

The agent is built on open standards, including MCP, as well as new industry protocols like AdCP, both of which Dumas describes as a “new language” built for agents that allows buyers and sellers to communicate directly. An agent from a holding company can reach out directly to Hearst and ask specific questions, like how many auto intenders they have across their properties, he added.

The interoperability makes it easier to communicate with holdcos and agencies that are just beginning to integrate with agentic workflows, said Hogue.

“This is a way for us to be ready and leaning into that opportunity,” she said.

Identifying solutions

Cookies are (famously) going to live on. (Alongside the Twinkie and the cockroach, third-party cookies may somehow outlast humanity.) But they’ve been largely abandoned by the big online ad platforms, which have the scale of data and media not to need third-party cookies. For publishers to ensure that ads are getting in front of the right audiences, signal loss will continue to make the data-driven ad process more challenging, Hogue predicts.

But the evolution beyond cookies could also be considered “signal gain,” said Dumas. Optable offers 15 alternative IDs, including UID2s, Lotame’s Panorama ID and Criteo ID. On the sell side, “you need to be flexible” and “ensure a high metric between what the buyer wants and what the seller has,” he said.

Hearst is optimistic that Optable’s planner agent will analyze various signals “with a speed and depth” that’s only possible with an AI platform, said Hogue.

Agentic workflows, she added, are the best way to tackle some of the “inherent friction” that publishers face in delivering strong outcomes-based campaigns.

Montreal, Canada - January 5th, 2026 (BUSINESS WIRE) – Optable, a leader in identity resolution and audience activation for publishers, today announced the general availability of Optable Audience Agent, an AI-powered agentic solution that automates the most time-consuming steps in publisher ad planning. Built on open standards including the Model Context Protocol (MCP) and Ad Context Protocol (AdCP), Audience Agent represents the first purpose-built agentic tool that works seamlessly across identity, audience, and activation workflows.

Audience Agent reads RFPs, interprets campaign goals, builds audience segments from first-party & third-party data signals, recommends inventory packages, and activates campaigns—all with human-in-the-loop controls that keep publishers in command of their operations.

Solving Publisher Ad Planning's Biggest Challenge

Today's ad planning process is fragmented, manual, and slow. Publishers juggle spreadsheets, emails, and disconnected tools to respond to advertiser RFPs. Proposals can take days or weeks to complete, during which time coordination across sales, operations, and data teams creates bottlenecks. Errors creep in, and revenue opportunities are lost to inefficiency.

"Publishers have been telling us for years that ad planning is broken—it's too slow, too manual, and too dependent on heroic efforts from overworked teams," said Bosko Milekic, Chief Product Officer at Optable. "Audience Agent represents our vision for how AI should work in advertising: intelligent automation that amplifies human expertise rather than replacing it. By building on open standards like AdCP, we're ensuring that publishers can participate in the agentic future on their own terms, with full transparency and control. This isn't just about making one workflow faster—it's about fundamentally reimagining how publishers can compete and scale their businesses in an AI-driven ecosystem."

Audience Agent transforms this workflow by:

• Reducing RFP-to-activation time from weeks to hours
• Increasing proposal throughput without additional headcount
• Creating consistency and transparency across every brief
• Brings intelligence to the campaign planning process by suggesting relevant bespoke audiences built from all of available data sources
• Providing a future-proof interface for working with agentic buyers and LLM-driven systems
• Building on open protocols (MCP, AdCP) so publishers maintain interoperability and control

How Audience Agent Works

Audience Agent operates through a streamlined six-step process:

1. Ingest RFP or Brief – Agent reads uploaded RFPs and interprets campaign objectives, target audiences, and constraints
2. Generate Recommendations – Agent proposes target audience definitions based on the publisher's first-party data and enriched signals
3. Find & Build Audiences – Agent selects matching audiences from available supply and automatically builds audience segments in Optable
4. Human Review – A human-in-the-loop approves or modifies recommendations, factoring in compliance, brand safety, and business rules
5. Activate – Once approved, the agent pushes campaigns into configured SSPs, ad servers, or partner systems
6. Report & Optimize – Delivery data and outcomes are measured for reporting and continuous improvement

Industry Leaders Embrace Agentic Ad Planning

Early partners are already seeing the transformative potential of Audience Agent in their operations.

"The advertising industry is at an inflection point where agentic systems will fundamentally reshape how buyers and sellers interact," said David Olesnevich,  VP of Weather Data and Advertising Products at The Weather Company. "That's precisely why we are supporting the Ad Context Protocol—open standards are essential to ensuring this transformation benefits the entire ecosystem, not just a handful of walled gardens. As we continue to look for ways to harness AI to unlock efficiencies and revenue opportunities while maintaining the transparency and control that open protocols provide, we at The Weather Company see tools like Audience Agent as critical infrastructure for the future of publisher monetization."

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“Hearst has long monetized first-party data at scale, but the next frontier is operational speed and intelligent automation,” said Jessica Hogue, Chief Data Officer, Consumer Media at Hearst. “Audience Agent is an exciting development in the market that seeks to connect systems and agents to automate key planning and activation steps. We’re eager to explore how these new capabilities can help us generate stronger proposals, streamline executions, and ultimately deliver better outcomes for our partners.”

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Charlie Morris, VP of Partnerships & Data Strategy at Mediavine, added: "Ad planning has needed a smarter approach for a while, and Audience Agent delivers. For Mediavine, it means our team can manage more campaigns without losing the quality of our audience recommendations. Most importantly, it keeps humans in control by using automation to support our standards for compliance and brand safety, not replace them.”

Built on Open Standards for an Agentic Future

Audience Agent leverages AdCP—open protocols for the advertising industry that allow LLM agents to interact with context-aware tools and APIs securely and predictably. This standards-based approach ensures publishers remain interoperable and in control as the advertising ecosystem evolves toward agentic collaboration. Optable plans to continue to expand their roadmap for agentic advertising and will be introducing more AI-based capabilities and partnerships throughout the year.

About Optable

Optable is the Agentic Collaboration platform connecting the advertising ecosystem. Our mission is to empower publishers and their partners to securely connect and activate audience data to drive smarter, more relevant and more profitable advertising. With our Agentic Collaboration framework, Optable transforms manual, human-mediated workflows into intelligent agent-to-agent collaboration that accelerates execution, reduces complexity, and drives better outcomes. Trusted by leading publishers, platforms, and brands, Optable provides an open and interoperable foundation for secure, policy-governed data activation in the age of AI.

Montreal, Canada - November 6th, 2025 (AD WEEK) – Optable today announced the launch of its Omnichannel Identity Activation solution, designed to give publishers and media owners a single toolkit to identify and activate audiences across every channel, including web, mobile, CTV, digital audio, and in-app environments.

As audiences shift fluidly across platforms, publishers and media owners face the complexity of fragmented identity systems. Each channel has its own standards and limitations, making it harder to recognize and engage the same user across environments. This hinders addressability, which in turn limits monetization opportunities, drives up operational costs, and creates blind spots in measurement. Optable’s solution removes these silos by unifying client-side and server-side workflows into one platform, helping enterprise media businesses expand addressable reach, unlock new revenue streams, and engage their audiences wherever they are.

“Publishers and media owners need a way to simplify identity across fragmented environments,” said Vlad Stesin, CEO at Optable. “Our Omnichannel Identity Activation solution makes it possible to unify identity decisioning, accelerate activation, and scale audience reach across every channel including CTV, audio, and in-app.”

A single platform for every channel

Instead of managing a patchwork of tags, SDKs, and APIs, publishers can now collect and govern real-time identity signals, resolve & match identifiers, and activate audiences across all channels from one platform. The result is more accurate identity resolution, faster time-to-value, and streamlined operations with less engineering effort.

“Optable’s ability to unify client-side and server-side identity activation complements Magnite’s mission to help publishers maximize yield across every channel,” said Kristen Williams, Senior Vice President, Strategic Partnerships at Magnite. “While we work with Optable across various formats, including CTV and web, we’re especially excited about the impact on in-app inventory, an area where integrating ID solutions is historically complex. We worked with Optable to build a server-side module that streamlines these for this cohort. Already, we've seen promising results that show meaningful revenue gains for our publishers”

Smarter identity resolution, stronger demand

At the heart of the solution is Optable’s ID Switchboard, a real-time addressability engine that selects the strongest identifier for each environment, whether it’s a UID2 for CTV, a MAID for mobile, or a PPID for authenticated web traffic. Better addressability means more confidence for advertisers, stronger demand signals, and higher yield for publishers. 

Built for server-side activation

Where other solutions stop at the browser, Optable goes much further by enabling server-side workflows. Optable makes it possible to activate audiences in environments where tags don’t work, such as SSAI for CTV or native in-app experiences. Through direct integrations with partners such as Prebid (in-app), Magnite (omnichannel), Unity Ads (gaming), Triton SSP (audio), Publica (CTV), and others, Optable captures, resolves, and activates audiences in real-time with minimal latency, giving publishers and media owners complete control across every channel.

"CTV is a challenging environment for publishers looking to build a robust identity strategy that can be activated programmatically,” Cameron Mille, Chief Revenue Officer, Publica by IAS.  By working with Optable to resolve identity server-side and connect directly with Publica, we help publishers like Hearst seamlessly extend their addressable reach into premium video and capture new demand." 

Privacy, compliance, and flexibility at the core

With consent enforcement and governance built into every operation, publishers can trust that privacy remains protected while maintaining the flexibility to add or swap identity partners without re-tagging or rewriting integrations.

Tailored for publishers and media owners

Optable’s Omnichannel Identity Activation is purpose-built for enterprise media businesses managing multi-channel monetization strategies. Key use cases include:

• Extending web audiences to CTV for precise retargeting and prospecting
• Enabling cross-environment activation from in-app to web
• Powering audio activation for digital radio and streaming platforms
• Delivering cross-property identity resolution and frequency control for consistent messaging

About Optable

Optable is a data collaboration and identity platform built for the advertising ecosystem. By combining privacy-first identity infrastructure with autonomous, AI-driven agents, Optable enables publishers, media owners, advertisers, and partners to seamlessly collaborate on audience insights, campaign planning, activation, and measurement.

With its Agentic Collaboration framework, Optable transforms manual, human-mediated workflows into intelligent agent-to-agent collaboration that accelerates execution, reduces complexity, and drives better outcomes. Trusted by leading publishers, platforms, and brands, Optable provides an open and interoperable foundation for secure, policy-governed data collaboration in the age of AI.

Learn more at: optable.co

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MONTREAL – October 28, 2025 – Optable, a leading platform for identity management and collaboration, announced today that Crystal Jacques has joined the company as Vice President of Sales. In this role, Jacques will lead Optable’s commercial growth strategy, bringing more than a decade of experience building high-performing sales teams across the data, identity, and advertising technology landscape.

Jacques joins Optable from Experian, where she spent the past eight years building and leading sales teams focused on marketing data and identity solutions for publishers, agencies, brands, and platforms.

Jacques has held leadership roles at Adbrain (acquired by The Trade Desk) and Tapad (acquired by Experian in 2020), where she successfully scaled data licensing partnerships with the industry’s top DSPs, SSPs, and advertisers.. At Experian, she went on to launch and grow multiple sales teams from the ground up, most recently leading the Enterprise Partnerships team responsible for bringing Experian data and services to companies that aspire to cleanse, scale and enrich their first party data. 

“I’ve had the opportunity to partner with Optable’s leadership and product teams over the years, and what stood out most to me is their urgency and commitment to making a real difference in the industry,” said Jacques. “The innovative and agnostic approach to data and identity Optable has built is best in class and I look forward to leading new market adoption.” 

Jacques’ appointment reinforces Optable’s focus on expanding its commercial reach and deepening its relationships across global media and advertising markets. Building on Optable’s already strong and high-performing sales organization, her leadership will be instrumental in driving adoption of Optable’s identity and data collaboration solutions, as the company continues to deliver new capabilities that help both buyers and sellers unlock more value from their first-party data.

“Crystal brings the perfect blend of deep industry knowledge, understanding of customer pain points, and proven leadership across complex partnerships to Optable,” said Vlad Stesin, CEO of Optable. “Her understanding of the evolving identity landscape and her ability to turn complexity into customer success make her a tremendous addition to our leadership team as we enter this next stage of growth.”

About Optable
Optable is an identity management and data collaboration platform designed for the advertising ecosystem in the age of collaboration and first-party data. Optable makes it easy for both media buyers and sellers to harness the power of their first-party data by building a comprehensive identity strategy, enriching their audiences with leading data sets, and activating audiences through purpose-built integrations. Optable simplifies difficult data management challenges so customers can build identity graphs quickly, reduce technology costs, and deliver measurable business impact. To learn more, visit: optable.co

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Montreal, Canada, October 23, 2025 — Optable was honoured as #5 in the 'Companies-to-Watch' category as part of Deloitte’s 2025 Technology Fast 50 program. The award recognizes the fastest-growing enterprise-level technology, media, and telecommunications companies by revenue growth percentage over their last four years of operation.

Optable’s CEO Vlad Stesin, credits the company's identity management and data collaboration infrastructure — combining durable identity graphs, privacy-safe clean  rooms, and turnkey activation — along with its new Agentic Collaboration layer for the company’s early success and rapid ascent.

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Stesin said, “From the start, we set out to build the identity-first operating system for collaboration. It gives customers the ability to connect data, build and enrich audiences, and activate them seamlessly across the ecosystem with full interoperability. Now, we’re extending that foundation with Agentic Collaboration — AI agents that coordinate ad tech workflows alongside human teams — enabling faster execution, smarter decisions, and tighter alignment across functions. That vision is being validated by the rapid adoption we’re seeing from publishers, platforms, and brands who rely on us to scale their data collaboration and drive growth in a changing industry.”

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“The Enterprise Industry Leaders exemplify the enduring strength and proven success of Canada’s business landscape,” said Amanda Perran, National Technology Fast 50 program co-leader at Deloitte Canada.  “With a longstanding track record of achievement and resilience, they continue to set the standard for excellence, driving sustainable growth and inspiring progress across Canadian technology enterprise.”

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“These distinguished companies have consistently demonstrated leadership and innovation at the highest level within their industries,” added Brendan Cooper, National Technology Fast 50 program co-leader at Deloitte Canada. “Their sustained commitment to excellence and their ability to adapt in an evolving market are driving meaningful change, both within their organizations and across Canada’s technology sector. Their achievements serve as inspiring examples of how established Canadian businesses are shaping a successful and dynamic future.”

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About the Deloitte Technology Fast 50 program

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The Technology Fast 50 program is Canada’s pre-eminent technology awards program. It recognizes business growth, innovation, and entrepreneurship in three distinct categories: Technology Fast 50, Enterprise Industry Leaders, and Companies-to-Watch. The program also recognizes thriving technology companies in the United States and Canada in partnership with the North American

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Technology Fast 500 program Program sponsors for 2025 include RBCx, Osler, EDC, CCI, TMX, Lafond and The Globe and Mail. For more information, visit www.fast50.ca.

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About Optable

Optable is a data collaboration and identity platform built for the advertising ecosystem. By combining privacy-first identity infrastructure with autonomous, AI-driven agents, Optable enables publishers, media owners, advertisers, and partners to seamlessly collaborate on audience insights, campaign planning, activation, and measurement. With its Agentic Collaboration framework, Optable transforms manual, human-mediated workflows into intelligent agent-to-agent collaboration that accelerates execution, reduces complexity, and drives better outcomes. Trusted by leading publishers, platforms, and brands, Optable provides an open and interoperable foundation for secure, policy-governed data collaboration in the age of AI.

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Press Contact:

optable@purposenorthamerica.com