Data platform Optable has inked a partnership with independent agency Goodway Group to bring AI-driven planning and measurement tools on top of the agency’s fragmented data systems, the companies said.
The partnership reflects a broader shift across advertising, as agencies look to apply AI agents to media workflows while running into more fundamental constraints on the quality and organization of their underlying data.
Optable began as a data clean room provider, a secure, privacy-controlled environment where advertisers and publishers can analyze shared data without exposing their underlying records. Now it is positioning its platform as an infrastructure layer that unifies first-party, third-party and campaign data.
On top of that foundation, the company has built AI agents—powered primarily by Anthropic’s Claude—that allow users to build audience segments, analyze performance and generate insights conversationally, Andrew Dumas, chief business officer at Optable told ADWEEK.
Goodway has begun rolling out the platform to roughly 70 of its roughly 350 employees, primarily across media planning and analytics teams, with plans to expand usage over time, said Michael Wolk, senior vice president of growth and partnerships at Goodway Group.
“The use case that the team’s leaning into right now is getting campaign briefs from clients and designing specific audience segments and attributes based on those briefs,” he said.
The rollout comes as agencies grapple with increasingly fragmented data environments, particularly as retail media networks, social platforms and programmatic channels generate large volumes of disparate signals. While AI agents promise to make that data easier to use, their effectiveness depends on how well it is structured and normalized.
“AI on top of fast, wrong data is still wrong,” Wolk said. “In a world where AI is accelerating everything, if you don’t have the right foundation for intelligence and data, you’re accelerating a lot of the wrong things.”
