Optable, a leader in data collaboration and identity infrastructure for the advertising ecosystem, announced the launch of Agentic Collaboration, a groundbreaking new approach that enables autonomous, AI-driven agents to execute and optimize adtech workflows directly within the Optable platform.
As the advertising industry solidifies its entry in the AI era, legacy approaches to data collaboration and campaign execution no longer suffice. Agentic Collaboration represents a fundamental evolution: from manual, human-mediated workflows to intelligent agents that can provide insights, plan, negotiate, and activate campaigns autonomously while allowing companies to preserve the necessary control.
“This is what data collaboration looks like in the age of AI,” said Vlad Stesin, CEO and Co-founder of Optable. “We’ve moved beyond dashboards and manual integrations. Agentic Collaboration introduces a new paradigm where trusted agents powered by LLMs and governed by policies can work on behalf of publishers, advertisers, and data partners to unlock scale, speed, and intelligence – and do so at a scale and speed that was simply not possible before. In order for AI to work in adtech, a strong foundation of audience and identity data is a requirement that creates even more value for publishers and brands.”
“We’ve come a long way from the early days of data collaboration just five years ago,” said Bosko Milekic, CPO and Co-founder of Optable. “Back then, it was already clear that data clean rooms and advanced identity resolution would play a key role in addressing the industry’s challenges around signal loss and fragmentation. The problem was that many of those solutions came with steep barriers to entry. Today, with breakthroughs in LLMs, new tooling, and emerging protocols that enable sophisticated, interconnected agents, we can finally democratize access to identity and audiences, making advertising not only more efficient but also far more effective in driving results.”
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In addition to announcing Agentic Collaboration, Optable has been actively contributing to the development of new Agentic Advertising standards. Working with a broader set of industry partners this initiative promises to accelerate the use of AI across the advertising ecosystem.
Partner Perspectives on Agentic Collaboration
Through this initiative, Optable is partnering with leaders across the ecosystem including Newton Research, Rill Data, and Unity to demonstrate the breadth of use cases for agent-driven collaboration.
Newton Research
“Intelligent agents are by nature collaborative,” said John Hoctor, CEO of Newton Research. “Our AI agents, integrated with the Optable platform, are now able to autonomously analyze data, generate insights, and signal action directly within the marketing workflow. This isn’t just automation, it’s transformative intelligence – providing marketers with unlimited analytics.”
Rill Data
“Speed and usability are the cornerstones of modern analytics,” said Michael Driscoll, CEO of Rill Data. “By connecting our Rill’s real-time dashboards and metrics into the Optable environment, Agentic Collaboration allows AI agents to surface insights and optimize campaign execution in ways that human analysts simply cannot match in scale or speed.”
Unity
“Agentic Collaboration is a game changer for how we will execute our strategy in programmatic advertising moving forward,” said Alex Blum, COO at Unity. “By working with AI agents that can analyze audiences, help negotiate deals, and optimize in real time, we’re aiming to dramatically reduce turnaround time and increase performance. It’s like adding an army of experienced data analysts and traders to assist our campaigns, only it is faster, more scalable, and always on.”
SOURCE: Businesswire