Changelog

April 2026

April 1 - Introducing Optable Attributes: Day One Audience Enrichment

NEW Today we’re introducing Optable Attributes, a new way to build and activate audiences without waiting for data to accumulate.

Optable Attributes enriches your identity graph from day one with three types of intelligence:

Audience intelligence: Turnkey 3rd party data including purchase behavior, propensity signals, and lifestyle attributes
Contextual intelligence: LLM-based content understanding mapped to user-level signals
Ad intelligence: Real-time auction and ad server data transformed into actionable audience segments

Together, these signals allow you to move directly from onboarding to audience creation and activation.

What’s new

Immediate audience readiness Start building segments as soon as you go live, without waiting for data ingestion or signal accumulation
Turnkey enrichment dataset Access structured 3rd party attributes out of the box, no vendor setup or integration required
Semantic contextual signals Automatically classify content and map it to user behavior using full-page analysis, not keywords
Auction-driven audience segments Convert Prebid and GAM data into high-intent audiences based on real bidder behavior
Flat-rate pricing model Replace CPM-based data costs with predictable pricing that doesn’t scale with usage
Flexible integration with existing vendors Works alongside your current data and measurement partners, no rip-and-replace required

Why it matters

Optable Attributes reduces time to value and total cost of ownership by consolidating multiple data workflows into a single system. Instead of stitching together vendors and waiting for usable signal, you can build and activate audiences immediately with a unified, enriched dataset.

Availability

Optable Attributes is available now. Reach out to your account team to get started.

March 2026

March 27 - Optable Docs MCP Integration

NEW You can now connect AI assistants like Claude, ChatGPT, and Copilot directly to Optable’s product documentation via MCP. This lets teams query docs, workflows, and implementation details in natural language using their preferred assistant. Learn more here.

February 2026

February 26 - Introducing OpenDSR Support

NEW Support for submitting Data Subject Access and Portability Requests via the OpenDSR framework.

We are excited to introduce the ability to submit access and portability requests in accordance with the OpenDSR open-source framework. OpenDSR provides a common specification for brands and technology partners to cooperate around the fair and transparent use of consumer data. It enables customers who have already adopted OpenDSR in their ecosystem to quickly and efficiently honour data subject rights related to personal data requests.

To learn more, visit our official guides and API documentation.

February 19 - Audience Insights Improvements

IMPROVEMENT Multiple audience insights improvements were introduced:

Under Audiences>[Specific audience]>Insights, we have added the following to help users understand historical changes for an audience:
- Cluster Count Over Time graph
- Top Identifier Counts Over Time graph
Under Audience Overlap Insights, users can now filter overlapping audiences by labels.

February 2 - Minor UX Improvements

IMPROVEMENT Multiple minor user experience improvements were introduced:

Labels on the platform are now sorted alphabetically.
Users can now search for audiences based on the value of key-value pairs from the targeting page.

January 2026

January 7 - Batch Invite Users

NEW This new feature will streamline the user invitation workflow by allowing you to paste a list of email addresses to invite multiple users at once.

January 5 - Events Configuration

NEW Our Platform now supports user configuration of event schemas, meaning you can manage event schemas directly in the UI without needing to contact Optable's Solution Team. Events capture user behavior characteristics, allowing for granular audience segmentation based on specific actions or interactions.

December 2025

December 1 - Audience Size Estimator Improvement

IMPROVEMENT You can now navigate away from the page while audience size estimation is in progress. The results will be saved and available upon your return.

November 2025

November 24 - Introducing Third-Party Data Source labeling

IMPROVEMENT You can now configure data sources with a third-party label, allowing identifiers and attributes from external data vendors to be more easily referenced and joined with first-party data for audience building, enrichment, and collaboration.

With this improvement, third-party sources are now automatically ignored when using the EID Switchboard for signal enrichment, removing the need to operate multiple DCNs when using Optable for both signal enrichment and collaboration.

November 18 - Planner Agent General Availability

NEW Announcing Optable Planner Agent, a set of AI tools designed to assist in planning, selecting, building, and activating relevant audiences using data connected to an Optable customer tenant.

Planner Agent simplifies the ad planning process through the automation of audience building and activation, with contextual intelligence to help surface and assemble relevant audience signals to deliver marketer intent.

Learn more, including how to get up and running with Claude Desktop here.

November 10 - Events Values Display Name Mapping via Optable CLI

NEW Users can now use the Optable CLI to map raw event property values to friendly display names, improving your team’s audience building workflow in the audience query builder.

October 2025

October 27 - EID Switchboard Matchers Updates

NEW ID5 Matchers are now available in the UK, Australia, and Canada, extending coverage beyond the US region.

We’ve also added support for additional ID5 cookie IDs, now including: Basis, InMobi, Taboola, Improve Digital, Sovrn, and Unruly Media.

Additionally, you can now view the source of each ID5 cookie ID directly in the Optable UI, delivering insights into the source identifiers used in matching.

CHANGED Matchers containing Canadian data to exclude Quebec-related data in accordance with Quebec's Law 25.

September 2025

September 12 - Audigent Hadron ID Now Available in EID Switchboard

NEW We've integrated Audigent Hadron ID into our EID Switchboard, enabling clients to unlock greater addressability and tap into Audigent's (Experian) premium curation demand. This integration helps publishers maximize their inventory value by connecting with one of the industry's leading data and identity providers. Learn more about integrating with Audigent Hadron ID here.

September 8 - Audience Query Builder UI Improvements

IMPROVEMENT We've released a number of improvements to the Audience Query Builder user experience, including:

Removed unnecessary whitespace so users can do more before having to scroll.
Audience size estimation is now more prominent, and the ID breakdown is no longer hidden.

August 2025

August 7 - Identifier Scope Renaming and UI Update

CHANGED We are renaming identifier scopes across the platform to support additional scopes and to decouple clustering logic from conceptual identity models. The changes include:

Renaming the "person" scope to "primary"
Renaming the "household" scope to "secondary"
Introducing a new scope called "tertiary"

This change is part of a broader update that will be rolled out this month. As part of this initial release, you will now see the new scope names reflected in the UI. However, insight data will remain unchanged at this stage.

August 5 - Cluster Intelligence

NEW Introducing Cluster Intelligence Insights, offering an overview of your identity graph to help monitor cluster health and distribution by:

Analyzing the number of clusters within each size range, determined by the number of identifiers in each cluster.
Illustrating how different identifier types contribute to identity resolution within your node.

CHANGED We are introducing a mandatory Multi-Factor Authentication (MFA) for all users as part of our ongoing efforts to enhance the security of your account and data.

This update requires that all users verify their identity using an additional layer of security. Authentication options include SMS and one-time code from an authenticator app such as Google Authenticator or Authy— when signing in. To learn more about all supported MFA factors, see our documentation. This added layer of protection will be required each time you sign in from an unrecognized device.

July 2025

July 8 - EIDs Switchboard Insights

NEW We are thrilled to present Switchboard Insights, offering enhanced visibility into the performance of EIDs and your programmatic partners.

June 2025

June 18 - Source Ingestion Insights

IMPROVEMENT We have enhanced source insights by adding a detailed breakdown of identifiers and a graph displaying identity ingestion over time. This update provides clear and immediate insights into your sources.

May 2025

May 28 - Multi-Select for List Typed Trait Values and Event Property Values

IMPROVEMENT The audience query builder now supports typing multi-select list trait values and event property values with the contains any operator. This enhancement streamlines the process of creating complex audiences, saving users time in return.

May 22 - Trait Values Display Name Mapping via Optable CLI

NEWUsers can now use the Optable CLI to map trait values to display names, enhancing the user experience by mapping obscured trait values in a more readable format.

IMPROVEMENT We have streamlined platform navigation in an effort to improve usability, speed up workflows, and provide a more intuitive experience across the board. The new nav bar delivers faster access to platform modules that can be expanded and customized to your daily routine.

May 7 - New Trait Cards Released

IMPROVEMENT We've released a UI improvement to Trait Cards that combines clear textual labels with concise numeric and percentage indicators, alongside subtle horizontal bar graphics for quick visual comparisons. This update helps users to easily interpret relative trait values while optimizing the use of screen space.

April 2025

April 15 - LiveRamp ATS now supported in ID Switchboard

NEW LiveRamp Authenticated Traffic Solution (ATS) has been added to the ID Switchboard to support clients looking to deploy encrypted RampID envelopes across the open web. To learn more about integrating with LiveRamp ATS here.

April 14 - CMP privacy strings integration with real-time APIs

NEW Optable Real-Time APIs now support IAB TCF and/or GPP privacy strings emitted by your Consent Management Platform (CMP), and you can configure how you want the APIs to behave based on the consent preferences of end-users. From Admin > Real-Time API > Privacy Configuration, you can optionally enable restrictions by specifying the standard IAB TCF purposes for which you require consent to perform read and write operations via the APIs. This ensures your ability to honor changing end-user consent preferences in real-time.

April 10 - Query rules can now be duplicated

IMPROVEMENT The audience query builder now supports duplication of individual rules and groups, allowing for efficient re-use of query logic and accelerating the audience creation process.

April 8 - ID5 now supported in EID Switchboard for Mobile In-App

NEW In an effort to expand the scope of partners supported in the EID Switchboard we've added ID5 for Mobile In-App enrichment. Clients looking to retrieve encrypted ID5 IDs for Mobile In-App can now do so by leveraging a server to server integration with the Optable Real-Time APIs.

April 4 - Select Visible Options for Typesearch Fields

IMPROVEMENT We’ve added the capability to select all visible options in multi-selectable dropdowns across the platform, enabling you to easily select or deselect more than one desired options at a time.

March 2025

CHANGED To align the Optable platform more closely with how our customers use it and to improve the usability of related features, we have introduced a number of changes to the navigation and how you access certain pages. Learn More

March 20th - Data Subject Requests Update

IMPROVEMENT We’ve simplified suppression request handling, enabling you to manage suppression requests in bulk directly through our user-friendly UI. Supported suppression sources now include file uploads, database tables (BigQuery, Snowflake, Databricks), and cloud buckets (AWS S3, GCS Bucket, Azure Blob Storage). Additionally, automated ingestion frequencies (Hourly, Daily, Weekly) can be configured for all sources except file uploads. Learn More

March 18 - Announcing Sync for Audiences + New Destinations

IMPROVEMENT Sync for audiences is now live, making audience activation more seamless and efficient. This update removes the need for manual exports and ensures audiences remain continuously available across destinations. We have also added support for new destinations including The Trade Desk, PubMatic, and Microsoft Curate. Learn More

March 12 - Announcing Optable Insights for Identity & Audience

NEW We’re excited to introduce Optable Insights, a new collection of data visualizations starting with Identity Insights and Audience Insights to provide deeper visibility into your ID graph over time and audience relationships. Learn More

March 5 - Introducing Search Throughout Your Optable Tenant

NEW Accessible via a keyboard shortcut CMD / CTRL + K you can now easily search across platform pages and settings, as well as configured audiences, sources, destinations, and trait schemas.

Last updated 7 hours ago