Optable and Goodway Group Partner to Bring Agentic Advertising to Connected Commerce
New York — Optable has announced a strategic partnership with Goodway Group to introduce agentic advertising capabilities into the connected commerce ecosystem, aiming to help agencies unify fragmented data, accelerate execution, and improve campaign performance.
The collaboration positions Optable as a core technology partner powering Goodway Group’s audience platform, enabling the integration of transaction-based identity signals directly into media planning and activation workflows.
Addressing Fragmentation in Modern Advertising
As third-party cookies decline and consumer journeys become increasingly distributed, agencies are facing challenges around signal loss, fragmented audiences, and inefficient workflows. Traditional approaches often require stitching together multiple platforms for insights and activation, slowing execution and limiting effectiveness.
The partnership seeks to address these issues by embedding agentic AI workflows directly into campaign planning and delivery.
From Insight to Activation in Real Time
Optable’s Agentic Audience Platform enables Goodway Group to unify identity, data collaboration, and media activation into a single system. This allows campaigns to move seamlessly from insight generation to execution—reducing manual processes and improving speed and precision.
“Agencies are being asked to operate with a level of speed and accountability their systems weren’t designed for,” said Andrew Dumas. “By embedding agentic workflows, we’re enabling a more connected and efficient approach to data and activation.”
The platform also supports closed-loop measurement, linking commerce data directly to campaign outcomes and enabling advertisers to better assess return on investment.
Early Adoption and Measurable Impact
The solution is already in use by more than 70 Goodway Group team members, helping to streamline campaign execution and enhance audience intelligence.
By connecting conversion data into planning workflows, the platform enables:
- More precise audience targeting
- Faster decision-making
- Improved campaign optimization
- Greater accountability tied to business outcomes
A New Operating Model for Connected Commerce
For Goodway Group, the partnership reflects a broader shift toward a unified, outcome-driven model where data, media, and activation are tightly integrated.
“Connected commerce requires a more unified approach to data and activation,” said Mike Wolk. “This partnership allows us to deliver faster, more precise solutions as the ecosystem evolves.”
Interoperable AI Agent Ecosystem
A key differentiator of the collaboration is its support for both proprietary and third-party AI agents. Goodway Group plans to deploy its own custom agents alongside partner solutions within Optable’s platform, enabling interoperability across planning, optimization, and activation tools.
This flexible architecture allows agencies to combine multiple AI capabilities within a single environment—enhancing insights and maximizing campaign performance at scale.
Advancing Agentic Advertising
The partnership underscores a growing industry shift toward agentic advertising, where AI systems autonomously coordinate data, decision-making, and execution across the marketing lifecycle.
By integrating commerce data with intelligent workflows, Optable and Goodway Group are positioning themselves at the forefront of this transformation—helping advertisers navigate complexity while delivering measurable, real-time results in an increasingly data-driven ecosystem.
