OPTABLE SOLUTIONS
The future of addressability is here, and it's built on first-party data and robust identity.
Accelerate the creation of a durable, privacy-centric identity spine that forms the foundation for all your audience activation and monetization efforts, giving you unparalleled flexibility and control.
Capture signals across every touchpoint for both known and unknown visitors to build unified audience profiles across channels, domains, platforms, apps, and business units.
Rapidly build your own extensible first-party identity graph from any source, gaining full control and a unified audience view to future-proof your strategy.
Broaden your audience reach by effortlessly connecting to the growing ecosystem of alternative IDs with Optable’s ID Switchboard.
Identity built for enterprise scale
“User identity activation technology is revolutionizing the audio landscape, creating new ways for brands to reach audiences and publishers to enhance the listener experience. This integration with Optable further highlights our commitment to expanding and enhancing our ecosystem of solutions as publisher and advertiser needs evolve.”
John Russo, President and CEO
Get the full picture of your audience by capturing signals across every touchpoint—online or offline, authenticated or anonymous. Connect the dots across domains and channels to build smarter unified visitor profiles that power better campaign & programmatic performance.
Resolve identities across platforms, touchpoints, and partners to build custom graphs that adapt to your ecosystem. No black boxes, just a transparent, interoperable foundation you can extend, enrich, and govern without vendor lock-in.
Accelerate your ability to participate in the broader identity ecosystem, ensuring your valuable first-party audiences are addressable and monetizable through the channels and partners that matter most.
Optable bridges identity gaps — no matter the source or signal. Build a future-proof identity spine extensible to any use case.
Add rich signals to bid requests so buyers can find and value your audience instantly.
Bridge your data with advertiser demand via seamless, privacy-safe data clean rooms.
Package inventory into premium deals buyers can access in their preferred platforms.
Offer targeted, privacy-safe deals that match how advertisers buy.
Identity resolution is the process of recognizing and connecting different data points to form a single, consistent profile of an individual. Each of these profiles, or identity clusters, becomes a building block of the identity graph.
At Optable, identity resolution runs automatically and continuously. It updates in real-time when audiences or data sources are created, changed, or removed, and also when a user logs in.
The identity clusters are built using identifiers — like device IDs, PPID, hashed emails or phones – and traits collected from various sources like publisher websites, apps, CRM systems, CDPs, and other platforms. Household information is also included, meaning if household identifiers are linked to a person’s profile, that data is added to the cluster. A household may be linked to more than one identity cluster, but it’s treated consistently across profiles.
Identity resolution is not only stitching identifiers and data points but also removing duplicates, cleansing, normalizing data and enriching it with third-party data.
This continuous process is a backbone for audience management, insights, and privacy-safe data collaboration.
An identity graph is the result of identity resolution—it connects and merges data points from multiple touchpoints and sources to form a comprehensive view of individuals across devices and channels. For publishers and media owners, it serves as the core data spine, which is represented by identity clusters based on individual and household identifiers and associated traits and events.
With Optable, the publisher’s identity graph becomes the backbone for audience insights, targeting, and activation, supporting both programmatic and direct sales. It allows publishers to reduce dependency on third-party signals, ensuring better control over addressability and revenue generation.
Owning your own identity graph gives you full control over your audience data, unlike third-party or rented solutions. As third-party cookies and other external signals fade, having your own graph safeguards your audience strategies against signal loss. It ensures you can continue recognizing and reaching your audience without relying on outside platforms.
Your identity graph becomes the foundation for managing and growing your first-party data. You decide which data sources to include, control how data privacy and security are handled, and can enrich the graph with trusted identity partners and industry IDs. This allows you to maximize addressable audiences, improve targeting accuracy, and maintain flexibility in how you activate your data across both programmatic and direct sales channels.
Owning the identity graph strengthens your revenue strategy, puts audience addressability under your control, and reduces long-term reliance on third-party signals.
Learn more about the difference between rented and owned identity solutions here.
Optable assembles your identity graph by integrating data from all available sources, including registration data, visitation data, and authenticated identifiers. It links identifiers such as device IDs, hashed emails, PPIDs, and alternative IDs like UID 2.0 and ID5, creating connected identity clusters. Real-time data resolution through Optable’s SDK ensures your graph stays current and continuously grows as new data flows in.
Learn more about how identity graphs unify your audience view on our blog.
Optable enables composable identity graphs, giving you the flexibility to organize, segment, and control your audience data efficiently. Through new features like Graph Overview and Audience Overview, you can monitor how each identifier impacts graph growth overall or your specific audience, adjusting strategies accordingly.
Another feature, ID Switchboard, allows you to experiment with different identifiers, optimizing which ones perform best. You maintain full control over data sources, privacy, and activation strategies. Learn more about ID Switchboard here.
Optable enables seamless enrichment of the identity graph by integrating trusted third-party data sources — adding additional traits, geolocation data, or hashed emails. This increases audience addressability and reduces dependency on third-party cookies. The enriched graph strengthens programmatic monetization, whether through enriching ad requests, curated deals, or direct advertiser collaborations in clean rooms, future-proofing your revenue strategies.
You don’t need a large volume of first-party data to start building an identity graph. Even with limited data, Optable helps centralize and connect what you have—whether it’s registration data, visitation data, or authenticated identifiers—into your own graph.
First-party data, especially PII, does make the graph more accurate and robust. Optable supports auditing your data and optimizing your first-party data strategies as needed.
To further strengthen and grow your graph, Optable offers enrichment solutions. These include adding more identifiers, geolocation data, and attributes, as well as facilitating partnerships with trusted enrichment providers or even reselling data in some cases, giving you the option to enhance your graph without relying solely on internal data sources.
Yes. Your private identity graph is designed to link individual identities across multiple domains, websites, and applications. It connects identifiers such as device IDs, hashed emails, logins, and other identifiers, allowing you to recognize and unify the same individual’s profile even when they interact with your brand across different properties.
By centralizing data from various touchpoints, the identity graph provides a consistent view of your audience across all environments, supporting cross-domain audience management while ensuring privacy compliance.
Yes. Optable Insights provides a comprehensive view of your identity graph’s performance. It allows you to see how different identifiers contribute to graph growth, identify which ones perform best, and spot any issues affecting resolution. This real-time visibility helps you make informed decisions and continuously optimize your graph.
Optable supports multiple resolution mechanisms including:
Optable prioritizes first-party datasets, ranking first-party HEMs higher than inferred third-party HEMs. The payload also differentiates between first-party and inferred third-party HEMs using the provenance fields like matching method (mm) field in the user EIDs object.
Free your team from complex integrations and upkeep; Optable makes connecting to your existing sources, destinations, and partners faster to implement and easier to maintain.
