Walled gardens are equipped to support agentic buying, but the rest of premium media hasn’t caught up. Optable is closing that gap from the publisher side, building the infrastructure that lets premium publishers make their first-party data and inventory available to the agentic workflows marketers are already running.
Access first-party data, deep behavioral signals, and editorial context from authenticated subscribers that walled garden inventory can't match.
The manual work that makes direct deals slow moves into an automated workflow your agents can drive.
Optable's publisher-side agents are built on MCP and AdCP, so the buyer agents your team already runs can connect through the standards you're already building against.
The Optable Audience Agent streamlines brief creation, audience discovery, activation, and campaign optimization. Paired with the Optable platform, Audience Agent can synthesize all of your onboarded CRM data to activate niche audiences across SSPs, DSPs, walled gardens, and more.
Source: EMARKETER, 2026
Walled gardens offer immense inventory, but they’re oversaturated. Premium publishers reach audiences walled gardens don't: authenticated subscribers, paid users, and people engaging with editorial content they trust.
Optable's infrastructure lets that data become readable by buyer agents, so your team can include premium publisher audiences in the same automated workflows you already use for walled gardens.
The direct-deal cycle has always been one of the slowest motions in media buying. Agentic workflows compress that timeline by letting buyer agents and publisher-side agents handle the steps your team has been doing manually.
The work that publishers and buyers used to do over weeks of email becomes a single conversation between agents, with your team approving the moves that matter.
Combining data, segmenting audiences, and analyzing performance can be a tedious process. Optable's Audience Agent simplifies this work by combining the power of agentic AI + flexible data infrastructure. The result is the ability to reduce the process of analyzing & optimizing your audience data from days to minutes so you can focus on the strategic decisions that make your campaign perform.
Source: EMARKETER, 2026
Whether you're activating in walled gardens, buying programmatically, reaching across channels, or collaborating with partners, the same graph powers it.
Bring direct-publisher campaigns into the same agentic workflow your team uses for programmatic.
Query premium publisher first-party data through your existing buyer agent and surface audiences walled-garden environments don't have.
Find unique inventory packages such as custom creatives, sponsorship content, or even packaged outcomes across a growing ecosystem of sellers.
