Montreal, Canada - November 6th, 2025 – 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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