• by Laurie Sullivan , 6 hours ago

Goodway Group, which operates as a consulting and media firm, has announced a partnership with Optable, an agentic audience company, to embed AI technology into its connected commerce platform, with more than 70 team members using the platform.

The partnership puts agentic AI at the center of audience planning, campaign activation, and connected commerce as the advertising industry continues to build on autonomous workflows to run and manage campaigns.

In this instance, automation replaces manual processes and provides access to cleaner data.

Optable has built AI agents powered primarily by Anthropic’s Claude to allow users to build audience segments, analyze performance and generate conversations.

The partnership will allow Goodway Group to connect transaction-based identifiers directly into its media ecosystem to deliver more data-driven campaigns for its advertising partners.

The company defines this new operating model for connected commerce as one that combines data, media, and activation into one system.

The model aims to solve ad-targeting signal loss as third-party identifiers disappear and audiences continue to become more fragmented.

Goodway Group also plans to deploy Optable's agentic tools as well as its own AI agents and those from third-party partners, which will all work from an interoperable system.

On Monday, Optable also explained on its blog how to use a strong identity strategy for agentic, as the identity graph becomes the connective element between data, partners, and revenue strategies.

By linking identifiers such as hashed emails, device IDs, login IDs, contextual signals and more, publishers can use identity graphs to build a unified view of their audiences across web, mobile, connected TV (CTV), and in-app environments.

Agentic then can begin to streamline the transitions from strategic ideas at agencies and consulting firms to live ad campaigns.

Agencies and consulting firms have not been limited by agentic automation in agents. They have also looked into campaign brief generators being built into technology platforms from companies such as Hubspot, Salesforce, Hootsuite and Sitecore, among others.

Another technology platform, from Canva, does not operate as a stand-alone brief generator, but uses a suite of tools to move from a text prompt to a fully designed campaign.