PubMatic partners with Optable on agentic media buying

Optable has partnered with PubMatic to integrate publisher first-party audience data into agentic media buying workflows, enabling advertisers to discover and activate audience signals without transferring or exposing underlying data.

Through the collaboration, Optable’s Audience Agent is integrated into PubMatic’s AgenticOS platform. The integration allows buyers to identify, build and activate audience segments sourced from publishers and data owners while maintaining privacy controls.

Agentic workflows connect audience data to activation

The integration provides advertisers using AgenticOS with access to Optable’s agent-driven audience planning tools. Buyers can analyse publisher first-party data signals including identity, contextual and audience data, and use those signals to activate targeted campaigns across multiple publishers.

Vlad Stesin, Chief Executive Officer, Optable: "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. 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."

AgenticOS expands interoperability in programmatic

The collaboration reflects a growing focus on interoperability as agentic workflows develop across advertising technology platforms.

Kyle Dozeman, Chief Revenue Officer, Americas, PubMatic: "As agentic workflows continue to evolve, interoperability and trust are critical. 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."

Support for publishers and data owners

Optable’s Agentic Audience Platform allows publishers and data owners to manage and activate first-party data while maintaining control of underlying information. Sellers can surface high-value audience segments to buyers on PubMatic while responding to demand from advertisers using agentic systems.

Campaign activation runs through PubMatic Activate, a direct-to-supply media bidder, allowing publishers and partners to participate in agent-driven audience workflows without changing existing infrastructure.

Role of privacy-safe data collaboration

The partnership aims to simplify collaboration between advertisers and publishers by enabling secure data access and more efficient activation. For publishers, the approach is designed to support addressability and improve yield while reducing operational complexity.

For advertisers, the integration provides access to premium audience signals within PubMatic’s marketplace, enabling audience analysis and campaign execution across the open web.

The collaboration also demonstrates an early application of the Advertising Context Protocol, showing how agent-to-agent workflows can support secure and interoperable data collaboration while enabling real-time programmatic activation.

www.optable.co

www.pubmatic.com

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