Resolve, activate, and collaborate without the complexity
Optable simplifies interoperability by unifying fragmented data to resolve & enrich identity in real-time so you can activate audiences in the places that drive a meaningful impact on revenue and business objectives. From infrastructure to execution, we provide the flexibility and control you need to manage data across online and offline environments with confidence.
Real-time identity done the right way
Configurable,
Integration-Ready Stack
Fast, Private Activation Without Moving Data
Identity built for enterprise scale
500M+
~3wks
<100ms
“Hearst relies on Optable to connect with our consumers and create addressability for our advertisers. Great features & customer support”
Real-time identity resolution and event capture
We build your identity graph based on all observed events across all integrated sources. As we witness signals from our low-latency SDK and server-side APIs, we deterministically build a rich and precise story about each visitor that fuels durable, high-fidelity identity graphs.
Flexible Graph Construction, Your Way
Empower buyers to bid more confidently and aggressively on your inventory by sending rich, accurate audience insights directly within the bidstream. Integrate effortlessly with Prebid and header bidding solutions, powering efficient, enriched data flow to every demand source
Maximize Match Rates & Cross-Device Reach
Increase the value of every impression. Enable SSPs and curation partners to match identifiers against your graph in real-time, drastically increasing audience match rates. Resolve audiences built on one identifier (e.g., MAIDs) to inventory transacted on another (e.g., IPs), unlocking new revenue.
Frequently Asked Questions
What is an identity graph?
An identity graph is a structured dataset that connects identifiers from various sources—such as device IDs, email addresses, hashed emails, phone numbers, cookies, and offline data—to build a comprehensive and unified view of an individual or household. Think of it as a sophisticated map, stitching together digital breadcrumbs scattered across multiple devices, platforms, and environments.
One or multiple identity graphs can be customized and leveraged to support a myriad of use cases including:
- Cross-device targeting: Reaching users seamlessly whether they're on desktop, mobile, or connected TV.
- Data enrichment: Linking fragmented data points to create richer user profiles.
- Audience activation: Enhancing campaign accuracy by reaching the right people in the right context.
Attribution & measurement: Accurately tracking user interactions across multiple touchpoints.
What is interoperability and why is it important to publishers?
Interoperability is the capability of different systems, platforms, or datasets to work seamlessly together, exchanging and using data effectively without friction.
For publishers, interoperability isn't just a nice-to-have, it's strategic:
- Revenue optimization: Publishers easily connect data to more buyers, maximizing revenue potential.
- Data portability: Publishers freely integrate and switch technology partners without data lock-in.
- Enhanced identity resolution: Seamlessly use multiple identifiers for stronger audience insights and targeting.
- Privacy compliance: Facilitates easy integration with compliant solutions, managing regulatory risk effectively.
Competitive agility: Quickly adapt to emerging standards and identifiers, maintaining market leadership.
Why is real-time important in identity & audience activation?
Real-time is critical in identity and audience activation because:
- Immediate relevance: Instantly target users at peak engagement moments.
- Optimized campaigns: Quickly adapt to performance signals, improving ROI.
- Accurate personalization: Serve content matching user intent right when it matters.
- Freshness of data: Reduce inaccuracies and stale data, boosting targeting precision.
- Enhanced measurement: Rapidly identify, attribute, and adjust campaign effectiveness.
Competitive advantage: Act faster than competitors, maximizing publisher yield and advertiser satisfaction.
How does Optable help manage opt-out & privacy?
Upon opt-out, user data is removed from active processing pipelines, and the user’s identifiers are deleted according to configurable retention policies. This can be done via the following methods:
- Real-time reading of TCF/GPP consent strings.
- Batch deletion via API for Data Subject Requests (DSR).
- Configurable data retention policies.
Additionally, Optable supports privacy frameworks including:
- IAB Transparency and Consent Framework (TCF) v2
- Global Privacy Protocol (GPP)
What platforms & technologies is Optable interoperable with?
Optable is a highly interoperable platform designed to connect with commonly used data sources, cloud environments, and adtech systems. It supports:
- Seamless Data Integration with platforms such as Snowflake, Databricks, Google Cloud Platform, AWS, BigQuery, and Microsoft Azure.
- Source Connections including Shopify, SendGrid, Salesforce, and Mailchimp for ingesting audience and customer data.
- Contextual Signal Integration through compatibility with leading contextual data providers.
- Ad Buying Platforms including The Trade Desk, Amazon DSP, and Google DV360, as well as social media platforms like Meta, TikTok and X.
- Ad Serving through integrations with Google Ad Manager and Prebid.
This broad interoperability with Optable allows publishers and media owners to activate and scale their data efficiently across their existing tech stack. View all integrations here.
What types of data can I use with Optable?
Optable supports a wide range of data types for building and managing identity graphs. This includes identifiers, links between identifiers, geolocation, traits, and events associated with those identifiers. Data can come from websites, mobile apps, cloud platforms, customer databases, and data warehouses.
Both structured batch files (such as CSV or JSON) and real-time data streams are supported. Data can be ingested from sources like web and mobile SDKs, APIs, cloud apps, or directly from environments such as Snowflake and BigQuery. This flexibility allows publishers to bring in data from various systems, including CRMs, CDPs, DMPs, email platforms, and bespoke databases—all within a privacy-safe framework.
What types of data collection does Optable enable?
Optable enables both real-time and batch data collection from a wide variety of sources. Data collected typically includes identifiers (such as email addresses or device IDs), relationships between identifiers, and user traits or attributes.
Real-time collection is supported through SDKs for websites and mobile apps, capturing data directly from user interactions. Batch data collection is available via file uploads, APIs, and integrations with cloud platforms and data warehouses like Snowflake and BigQuery.
This flexibility allows publishers to collect data from web properties, mobile apps, marketing platforms, CRMs, and internal databases, all within a privacy-preserving and interoperable environment.
What is the difference between client-side and server-side integration
The main difference is availability of tokens, but technically the implementation remains the same. Optable currently supports Prebid client-side integrations and is working on a server-side Prebid module.
What is the response time for Optable’s SDK?
Optable's SDK responds in under 100ms. Some race conditions may occur when resolving UID2 tokens, but the SDK writes the updated UID2 token to local storage and dispatches a JavaScript event.