Observed Signal · Jun 22, 2026 · Product Test · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
AgenticOS Doubles Reach Per Dollar in Agency Test
Level Agency, in partnership with PubMatic, announced results from a controlled, simultaneous head-to-head test that compared PubMatic’s AgenticOS against the agency’s incumbent DSP for an education-sector client. AgenticOS outperformed the incumbent across measured metrics: it delivered more than 2x reach per dollar on qualified audiences (351 vs. 164 qualified impressions per $1), reduced weighted average CTV CPMs by 53%, and increased video completion rates (54% higher overall; 35% higher on an OTT-to-OTT comparison). The article attributes gains to agentic AI operating inside the supply chain via PubMatic’s Activate direct-to-supply activation, a coordinated set of 20+ specialized agents, a 300+ partner data and commerce ecosystem, and owned GPU infrastructure that accelerates inference. Level said the performance and speed (retargeting scaled in days; campaign activation in minutes) prompted it to allocate more open-internet spend to AgenticOS. The piece was published June 22, 2026.
Demonstrates measurable performance and speed advantages for an agentic AdTech platform (AgenticOS) versus a traditional DSP, which could influence agency media-allocation decisions and validate agentic approaches in open-internet CTV/OTT inventory.
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Key Takeaways & Evidence Grounding
- Level Agency and PubMatic announced results from a head-to-head test comparing PubMatic’s AgenticOS to the agency’s incumbent DSP.
- AgenticOS delivered more than 2x reach per dollar on qualified audiences: 351 qualified impressions per $1 versus the incumbent DSP’s 164.
- AgenticOS achieved 53% lower weighted average CPMs for premium CTV inventory and a 54% higher video completion rate overall (35% higher on an OTT-to-OTT comparison).
- PubMatic says the performance stems from agentic AI running inside the supply chain via Activate, a coordinated sequence of 20+ specialized agents, a 300+ partner data and commerce ecosystem, and owned GPU infrastructure.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
PubMatic’s AgenticOS Doubles Reach Per Dollar
Level Agency and PubMatic published a head-to-head case study where PubMatic’s AgenticOS outperformed the agency’s incumbent DSP across multiple metrics for an education-sector campaign. Running simultaneously with identical budgets and objectives, AgenticOS delivered more than 2x reach per dollar for qualified audiences (351 impressions per $1 vs 164), cut weighted CTV CPMs by 53%, and improved video completion rates by 54% overall. The test attributed gains to PubMatic’s agentic AI operating inside the supply chain via its Activate supply activation platform, faster audience building and retargeting (days vs. typical 30–60 day ramps), and an integrated stack including publisher-side signals and owned GPU infrastructure. Level Agency expanded open-internet spend mid-flight based on the results.
PubMatic’s AgenticOS Scales Globally
PubMatic announced that AgenticOS — its AI-driven operating system for agentic media buying — is accelerating global adoption after launching at CES in January 2026. The platform is running 30 live end-to-end agentic campaigns across the United States, France, the Netherlands, Australia and India, and has onboarded strategic partner Brkthru alongside agencies and buyers such as Butler/Till, MiQ and Untapped Growth. PubMatic reports more than 1,000 AI-enabled deals, millions of dollars transacted, and agentic workflows spanning audience discovery, inventory curation, activation, deal management and insights. Reported campaign outcomes include significant cost and efficiency gains (for example, a Butler/Till CTV campaign that reduced buy-side fees >5x and lowered effective CPM by 30%). PubMatic also integrated its Creative Innovation Suite into AgenticOS and highlights premium inventory and partner data connectivity as key capabilities.
PubMatic Unveils AgenticOS for Next-Level Ad Automation
PubMatic has launched AgenticOS, an operating system intended to orchestrate autonomous agent-to-agent programmatic advertising across premium digital environments. AgenticOS combines PubMatic’s multi-year agentic AI work into a three-layer Architecture of Advertising Intelligence (infrastructure, application, transaction), running on NVIDIA-accelerated computing within PubMatic’s global infrastructure to enable low-latency inferencing and large-scale coordination. The platform interprets advertiser intent submitted via LLM interfaces and operationalises it through coordinated agents that plan, execute and optimise campaigns, while integrating with PubMatic’s Activate buying platform for real-time transacting across Programmatic Guaranteed and Private Marketplace deals. PubMatic also announced an Agentic AI Acceleration Programme to help partners move from tests to live agentic workflows, with in-market deployments planned through Q1 2026.
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