Observed Signal · Mar 24, 2026 · Partnership · Source: Adweek · Impact: 3/5 · Sentiment: Positive
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.
Introduces agentic AI to automate and compress programmatic workflows, which could materially reduce operational friction and costs for buyers—relevant to programmatic trading but not a platform-level policy or major-platform technical release.
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Key Takeaways & Evidence Grounding
- PubMatic is deploying AI agents to plan, execute and optimize programmatic campaigns through AgenticOS and its Activate buying platform.
- AgenticOS was built in collaboration with NVIDIA.
- The deployment is part of a partnership with Untapped Growth, a collective representing 20 independent agencies.
- PubMatic reported one agency saw an 82% reduction in buy-side costs and nearly a 90% reduction in campaign setup time when testing AgenticOS.
- Two agencies within Untapped Growth are expected to go live with the system shortly.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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.
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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