In a move designed to usher in the next phase of AI-driven advertising, the data collaboration firm Optable has introduced Agentic Collaboration, a pioneering approach that empowers autonomous, AI-powered agents to execute and optimize complex adtech workflows directly within its platform. The company argues that as the advertising industry fully embraces the AI era, traditional, human-mediated approaches to data collaboration and campaign management are becoming obsolete.
This new framework represents a fundamental evolution in how the advertising ecosystem operates, shifting from manual processes to a system where intelligent agents can autonomously provide insights, plan strategies, negotiate deals, and activate campaigns, all while allowing companies to maintain necessary oversight and control.
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“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.”
Bosko Milekic, CPO and Co-founder of Optable, placed the announcement in historical context. “We’ve come a long way from the early days of data collaboration just five years ago,” he said. “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.”
Beyond its own platform, Optable is also actively contributing to the development of new Agentic Advertising standards with a broader set of industry partners to accelerate the use of AI across the advertising ecosystem. The new initiative has already garnered support from key partners.
“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.”
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“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.”
Alex Blum, COO at Unity, added, “Agentic Collaboration is a game changer for how we will execute our strategy in programmatic advertising moving forward. 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.”
The framework is built on an open infrastructure, allowing partners to integrate their own specialized agents. This enables a system where different agents can work in concert, each handling a specific step of the ad buying process, from analyzing inventory to activating campaigns and optimizing budgets. Ultimately, Agentic Collaboration extends Optable’s mission to provide a smarter, AI-native way for the advertising ecosystem to collaborate without compromising on security or control.
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