""This is what data collaboration looks like in the age of AI,""
""what they had in mind at the beginning ends up not being the most effective audience for what they're actually trying to achieve,""
""a more robust, nuanced ability to create custom audiences""
Optable introduced agentic collaboration by adding AI agents to its identity management and data collaboration platform. The agents accelerate advertiser workflows, enable conversations between multiple platforms, and help execute workflows with AI assistance. Agents tap into advertisers' briefs and audience data to connect each campaign to its most relevant audiences and to generate new audiences. Improved audience monetization for publishers is a primary benefit. Many marketers begin with a preconceived idea of a "perfect audience" that may not align with campaign goals. Running multiple or lengthy campaigns can reveal that initial targeting is suboptimal, and access to first-party data enables creation of more robust, nuanced custom audiences.
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