Optable and Goodway Group Partner to Bring Agentic Advertising to Connected Commerce – In a move that could reshape how brands orchestrate media across fragmented digital pathways, Optable, the creator of the Agentic Audience Platform, announced a strategic partnership with Goodway Group to embed AI driven audience planning and activation into the burgeoning connected‑commerce ecosystem.
What the partnership delivers
The collaboration gives Goodway’s agency network direct access to Optable’s agentic AI tools, allowing transaction‑level identifiers to flow straight into media‑buying workflows. Instead of stitching together disparate data sources, marketers can now trigger real‑time audience activation, adjust bids on the fly, and close the loop between commerce signals and ad spend. Early adopters within Goodway’s ranks report streamlined campaign execution and higher confidence in performance metrics, thanks to a unified identity graph that ties purchase events to media impressions.
Why agentic advertising matters now
Third‑party cookie deprecation and tightening privacy regulations have left many agencies scrambling for reliable signals. Gartner predicts that by 2025, 70 % of marketers will rely on AI‑powered platforms for media buying, up from just 32 % in 2022. Optable’s platform answers that call by turning first‑party commerce data into actionable audience segments without exposing raw identifiers, a compliance‑first approach that aligns with GDPR and CCPA mandates.
Technical edge over competing solutions
While major players such as The Trade Desk and Adobe Advertising Cloud also tout AI‑enhanced targeting, Optable differentiates itself through a “single‑system” architecture that fuses identity resolution, data collaboration, and activation under one roof. Competitors often require separate DSPs, DMPs, or CDPs, leading to latency and data loss. Optable’s agentic layer, however, can invoke proprietary AI agents or plug‑in third‑party models, giving agencies the flexibility to experiment with custom algorithms while preserving a consistent data pipeline.
Impact on enterprise marketing teams
For large brands navigating multi‑channel commerce—from e‑commerce storefronts to in‑app purchases—the partnership promises a tighter feedback loop. Marketers can now attribute spend to concrete revenue outcomes, reducing reliance on proxy metrics like click‑through rates. The result is a clearer ROI narrative that can survive the scrutiny of CFOs and compliance officers alike.
Future implications for the adtech stack
Goodway’s roadmap includes deploying its own AI agents on Optable’s platform, as well as integrating buyer agents from external partners. This interoperable environment hints at a broader industry shift toward “agentic ecosystems,” where modular AI services collaborate rather than compete. If adopted widely, such ecosystems could diminish the dominance of monolithic adtech suites, fostering a more open market for niche AI innovators.
Market Landscape
The connected‑commerce arena is still in its infancy, but growth is accelerating. IDC forecasts a CAGR of 18 % for commerce‑driven advertising spend through 2027, driven by retailers’ desire to monetize shopper data beyond the checkout. Goodway Group’s move positions it as a conduit between merchants’ first‑party data and the broader programmatic marketplace, echoing moves by Amazon Advertising and Google’s Performance Max, which also aim to bridge commerce signals with media activation. However, Optable’s emphasis on agentic AI and privacy‑preserving data handling may give it an edge in markets where brand safety and data sovereignty are top concerns.
Top Insights
- Agentic AI reduces campaign setup time by up to 40 %, enabling marketers to react to shopper behavior in near real‑time.
- Integrating transaction‑level identifiers directly into media buying improves measurable ROI, a benefit highlighted by 70 % of enterprise marketers in a recent Forrester survey.
- Optable’s open‑agent architecture challenges the closed‑system model of legacy DSPs, fostering a more modular adtech ecosystem.
- The partnership underscores a broader industry pivot toward first‑party data activation as third‑party cookies fade.
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