{"id":19442,"date":"2026-04-28T04:19:44","date_gmt":"2026-04-28T04:19:44","guid":{"rendered":"https:\/\/www.europesays.com\/ai\/19442\/"},"modified":"2026-04-28T04:19:44","modified_gmt":"2026-04-28T04:19:44","slug":"goodway-group-and-optable-partner-to-feed-ai-agents-cleaner-data","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/ai\/19442\/","title":{"rendered":"Goodway Group and Optable Partner to Feed AI Agents Cleaner Data"},"content":{"rendered":"

Data platform Optable has inked a partnership with independent agency Goodway Group to bring AI<\/a>-driven planning and measurement tools on top of the agency\u2019s fragmented data systems, the companies said.<\/p>\n

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.<\/p>\n

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. <\/p>\n

On top of that foundation, the company has built AI agents\u2014powered primarily by Anthropic\u2019s Claude<\/a>\u2014that allow users to build audience segments, analyze performance and generate insights conversationally, Andrew Dumas, chief business officer at Optable told ADWEEK.\u00a0<\/p>\n

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.<\/p>\n

\u201cThe use case that the team\u2019s leaning into right now is getting campaign briefs from clients and designing specific audience segments and attributes based on those briefs,\u201d he said.\u00a0<\/p>\n

The rollout comes as agencies grapple with increasingly fragmented data environments<\/a>, 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.<\/p>\n

\u201cAI on top of fast, wrong data is still wrong,\u201d Wolk said. \u201cIn a world where AI is accelerating everything, if you don\u2019t have the right foundation for intelligence and data, you\u2019re accelerating a lot of the wrong things.\u201d<\/p>\n

\"The<\/a> Clean rooms aren\u2019t going away<\/p>\n

The partnership also underscores the continued role of data clean rooms, which some industry observers have suggested could become less relevant as AI adoption grows. Optable and Goodway instead describe AI as a foundational layer\u2014enabling secure data sharing and making sensitive datasets, such as transaction-level retail data, usable within AI systems.<\/p>\n

\u201cYou can\u2019t have a sustainable LLM without a proper clean room,\u201d said Tom Swierczewski, vp of media investment at Goodway Group. \u201cThere\u2019s currently 38 different privacy regulations in the United States alone. They\u2019re only going to be on a rise consistently.\u201d<\/p>\n

New skillset\u00a0<\/p>\n

For Goodway, deploying AI agents is also changing how teams interact with data. Rather than navigating dashboards or manually querying datasets, planners are now required to increasingly work in conversational interfaces.\u00a0<\/p>\n

This entails asking \u201cgood\u201d questions, refining prompts and iterating on outputs, according to Wolk.\u00a0<\/p>\n

\u201cA conversational environment is a very different experience with technology and data\u2014it\u2019s a new muscle and skill set for practitioners,\u201d Wolk said.<\/p>\n

\"Paul<\/a> <\/p>\n

Executives said the technology is expected to improve efficiency over time, though they acknowledged an initial learning curve as teams adjust to new workflows. For now, success is being measured through adoption, time savings and driving sales.\u00a0<\/p>\n

\u201cAI is directional at best\u2014sometimes poorly directional, sometimes reasonably accurate,\u201d Optable\u2019s Dumas said.\u00a0<\/p>\n

That shift is also changing how audience building happens in practice. Where media teams once manually queried datasets to create segments, AI agents are beginning to take on that role.<\/p>\n

\u201cIn the old world, someone would type in, \u2018We want to create a segment of people who bought a bagel in the last 30 days and retarget them,\u2019\u201d Dumas said. \u201cIn the agentic world, you\u2019re talking to an agent that sits across all these datasets, organizes them and proposes audiences for you.\u201d<\/p>\n

\"This<\/a> <\/p>\n","protected":false},"excerpt":{"rendered":"Data platform Optable has inked a partnership with independent agency Goodway Group to bring AI-driven planning and measurement…\n","protected":false},"author":2,"featured_media":19443,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[5093,12981,405,25,7537,1367],"class_list":{"0":"post-19442","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-agentic-ai","8":"tag-ad-tech-industry-news","9":"tag-advertising-news","10":"tag-ai-agents","11":"tag-artificial-intelligence","12":"tag-artificial-intelligence-agents","13":"tag-exclusive"},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts\/19442","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/comments?post=19442"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts\/19442\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/media\/19443"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/media?parent=19442"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/categories?post=19442"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/tags?post=19442"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}