Optable and PubMatic Partner to Advance Agentic Audience Discovery and Real-Time Activation Across PubMatic AgenticOS

Key Terms

first party audience data technical

Data a company collects directly from its own customers and users—such as purchase history, website behavior, account details, and engagement metrics. Like a homegrown address book, it lets a business understand and reach its audience without relying on outside sources, which can improve advertising effectiveness, customer retention, revenue forecasting and competitive advantage while also concentrating regulatory and breach risks for investors to monitor.

agentic ai technical

Agentic AI refers to computer systems that can make their own decisions and take actions without needing someone to tell them what to do each time. It's like giving a robot a degree of independence to solve problems or achieve goals on its own, which matters because it could change how we work and interact with technology in everyday life.

programmatic buying technical

Programmatic buying is the automated purchase of digital advertising space using software and data rather than manual negotiations. For investors, it matters because it can make a company’s marketing more efficient and better targeted—like a smart thermostat that adjusts to save energy—potentially lowering customer acquisition costs, improving return on ad spend, increasing predictable reach, and giving clearer metrics for revenue and budget planning.

rtb activation technical

RTB activation is the process of turning on a system that buys and sells individual digital advertising impressions instantly through automated auctions. Think of it as opening an online auction where each ad spot is bid on in the milliseconds before a page loads. For investors, RTB activation affects how quickly a company can monetize website or app traffic, control advertising costs, and scale ad revenue, so it can influence short-term sales and long-term profitability.

agentic workflows technical

Agentic workflows are sequences of tasks where software 'agents' act on their own to move information, make routine decisions, and trigger actions across computer systems with minimal human hand-holding. For investors, they matter because they can cut labor and processing time much like replacing a row of manual cashiers with self‑serving kiosks, improving margins and speed but also introducing new operational, security and regulatory risks that can affect costs, reliability and compliance.

advertising context protocol (adcp) technical

An advertising context protocol (ADCP) is a standardized method for describing the surrounding content or environment where an ad appears, so buyers and sellers can match ads to relevant pages without sharing personal user data. For investors, ADCPs matter because they shape how effectively digital ads can be targeted and measured under privacy rules, which directly affects publishers' ad revenue and advertisers' return on spend — like a common recipe card that helps cooks prepare the right dish without revealing their entire pantry.

real-time programmatic execution technical

A method of buying and selling securities where computer programs automatically generate and send orders and adjust them instantly as market data changes, so trades happen without human intervention. It matters to investors because it can lower costs, speed execution and reduce price slippage like an autopilot that finds the best route, but it can also amplify sudden market moves or technical failures that affect trade prices and liquidity.

first-party data technical

First-party data is information a company collects directly from its own customers and users through interactions like purchases, website visits, app usage, subscriptions, or surveys. For investors it matters because this data is exclusive, typically more accurate and cost-effective than third-party sources, and helps the company target customers, predict sales, improve products, and comply with privacy rules — like a store’s loyalty list versus a bought mailing list.

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Integration enables buyers to discover, build, and activate privacy-safe audience signals across premium publishers using agentic AI

MONTREAL--(BUSINESS WIRE)-- Optable, the Agentic Audience Platform, today announced a partnership with PubMatic (NASDAQ:PUBM), the leading AI-powered ad tech company delivering digital advertising performance, to bring privacy-safe, publisher-controlled first party audience data directly into end-to-end agentic media buying workflows. Through the partnership, Optable’s Audience Agent is integrated into AgenticOS, enabling buyers to autonomously discover, build, and activate high-value audience signals sourced from premium publishers and data owners in a privacy-safe way.

The integration gives buyers using PubMatic AgenticOS direct access to Optable’s agent-driven audience planning capabilities, allowing them to tap into rich first-party data without exposing or transferring underlying data. Advertisers can analyze publisher first-party data signals, including identity, contextual, and audience, and activate custom data targeted campaigns more efficiently across multiple publishers.

“This partnership ensures that publisher first-party data doesn’t just inform planning — it creates a layer of audience intelligence that directly powers activation and programmatic buying decisions,” said Vlad Stesin, CEO of Optable. “By integrating our Audience Agent into PubMatic AgenticOS, we are enabling buyers and sellers to collaborate securely, uncover new audience value, and activate it faster without compromising privacy, data or control.”

“As agentic workflows continue to evolve, interoperability and trust are critical,” said Kyle Dozeman, Chief Revenue Officer, Americas at PubMatic. “AgenticOS was built to connect intelligence to execution. Integrating Optable’s audience capabilities allows AI agents to discover high-value, custom audiences and then move seamlessly to RTB activation across premium supply.”

Optable’s Agentic Audience Platform enables publishers and data owners to harness, enrich, and activate their first-party data while maintaining full control. Sellers working with Optable can use the Audience Agent to seamlessly surface high-value audiences to buyers on PubMatic and tap into growing agentic demand from advertisers. Activation executes directly through PubMatic Activate, a direct-to-supply media bidder, meaning publishers and partners benefit from agentic audience workflows without needing to adopt new protocols or modify existing infrastructure.

By simplifying audience collaboration and activation, the partnership helps publishers increase addressability, improve yield, and respond to demand faster without adding operational complexity. For advertisers, it provides more direct access to premium audience signals across PubMatic’s marketplace, enabling more precise audience analysis, faster campaign execution, and improved outcomes.

By integrating PubMatic AgenticOS with Optable’s identity-first, privacy-safe AI, buyers gain better signals and more efficient activation while complementing AgenticOS's execution capabilities with specialized audience intelligence. The partnership also represents an early example of the Advertising Context Protocol (AdCP) in action, demonstrating how agent-to-agent workflows can enable secure, interoperable collaboration across the advertising ecosystem, and how privacy-safe audience intelligence can directly power real-time programmatic execution on the open web, without relying on closed platforms or centralized data systems.

About Optable

Optable is the Agentic Audience Platform connecting the advertising ecosystem. Our mission is to empower publishers and their partners to securely connect and activate audience data to drive smarter, more relevant and more profitable advertising. With our 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 activation in the age of AI.

About PubMatic

PubMatic (NASDAQ: PUBM) is the leading AI-powered ad tech company delivering digital advertising performance. Through an intelligent, unified platform that connects buyers, publishers, data partners, and commerce media networks, PubMatic delivers superior performance with greater transparency, control, and efficiency.

Since 2006, PubMatic has pioneered every major advance in programmatic advertising, from enabling the first OpenRTB transactions to embedding AI-driven optimization and privacy-focused innovation across its platform. With omnichannel scale, proven reliability, and a track record of continuous innovation, PubMatic is building a more intelligent, profitable, and sustainable open internet. Built to Connect. Powered to Perform

View source version on businesswire.com: https://www.businesswire.com/news/home/20260312395180/en/

Media Contact:
Sydney Arena
Optable@purposenorthamerica.com

Source: Optable