Observed Signal · Mar 25, 2026 · Partnership · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
PubMatic and Untapped Growth Partner for Agentic Media Buying
PubMatic and Untapped Growth announced a partnership that gives independent agencies direct integration into PubMatic’s AgenticOS. Member agencies in the Untapped Growth collective can deploy proprietary buyer agents inside AgenticOS to create and launch campaigns with access to PubMatic’s data partners, premium inventory (including 28 of the top 30 CTV streamers), and GPU-backed infrastructure. PubMatic says early AgenticOS campaigns have cut supply chain costs by 40–50%, delivered 40% more impressions at 30% lower eCPMs, sped campaign setup by 87% and reduced troubleshooting time by 70%. The workflow uses an LLM-powered natural-language interface for briefs, runs through PubMatic’s Activate direct bidder with MCP/AdCP protocol support, and provides real-time delivery signals inside agencies’ environments without additional intermediary integrations.
The partnership expands access to an LLM-driven, agentic programmatic buying workflow for independent agencies, claims substantial efficiency and cost improvements, and scales to premium CTV inventory — relevant to programmatic buying and AI-driven campaign automation though not a major platform policy or industry-defining change.
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Key Takeaways & Evidence Grounding
- PubMatic and Untapped Growth announced a partnership to integrate Untapped Growth member agencies into PubMatic’s AgenticOS.
- Agencies can deploy proprietary buyer agents inside AgenticOS using a simple LLM-powered interface to submit campaign briefs and activate campaigns.
- PubMatic reports early AgenticOS campaign results: 40–50% reduced supply chain costs; 40% more impressions at 30% lower eCPMs; 87% faster campaign setup; 70% faster troubleshooting.
- AgenticOS offers direct access to more than 250 integrated data partners and premium inventory across billions of impressions, including 28 of the top 30 CTV streamers.
- AgenticOS runs on NVIDIA GPUs and uses PubMatic’s Activate direct bidder with MCP and AdCP protocol support to avoid intermediary integrations.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
PubMatic Deploys AI Agents to Simplify Programmatic Buying
PubMatic is deploying a network of AI agents, via its AgenticOS infrastructure (built with NVIDIA) and its Activate buying platform, to automate planning, execution and optimization of programmatic media campaigns. The rollout is part of a partnership with Untapped Growth, a collective of 20 independent agencies, which allows agencies to input campaign preferences and access negotiated commercial terms. PubMatic says AgenticOS replaces manual DSP/SSP orchestration with specialized bots for tasks such as audience discovery and execution; early tests reportedly showed an 82% reduction in buy-side costs and nearly a 90% reduction in campaign setup time for one agency. Two Untapped Growth agencies are expected to go live shortly, while others are testing the system and exploring direct LLM-driven execution (e.g., via Claude) that can bypass traditional DSP layers.
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 Fast-Track OS for Agent-Based Advertising
PubMatic has launched an "Agentic OS," a Nvidia-accelerated operating system for agent-based programmatic advertising that aims to enable "Agent-to-Agent" workflows where specialised AI agents plan, execute, optimise and monitor campaigns autonomously. Early partners including WPP Media and MIQ will test agentic campaigns under real market conditions. The three-layer architecture (infrastructure, application/agentic functions, transaction layer) claims up to fivefold faster decisioning, sub-millisecond reaction times and fewer auction timeouts. Agentic functions operate via protocols such as the Ad Context Protocol (AdCP) and the Model Context Protocol (MCP) and automate planning, pacing, optimization, troubleshooting and measurement. PubMatic integrates Agentic OS with existing programmatic buying models (Programmatic Guaranteed, Private Marketplaces) and routes media via its Activate buying platform. PubMatic positions the approach as particularly relevant for complex environments like CTV, while noting adoption will depend on control, transparency and scalable governance in practice.
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