Observed Signal · Jun 10, 2026 · Campaign Launch · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
PubMatic & Havas Run First Agentic CTV Campaign in Spain
PubMatic partnered with Havas to run the first agentic Connected TV (CTV) campaign in Spain for Movistar, part of Telefónica Group. The campaign used PubMatic’s AgenticOS (an AI operating system) and direct activation via PubMatic’s Activate platform; AgenticOS converted a natural-language brief using the Claude LLM and autonomously selected inventory, applied frequency and brand-safety controls, and optimised bids in real time. Reported outcomes: CPM was 18% below target and impressions exceeded target by 23%; setup time was reduced by up to 80%. AgenticOS (launched at CES Jan 2026) includes more than 20 agents and connects to PubMatic’s premium CTV supply and data partners. PubMatic said the activation follows prior AgenticOS campaigns in the Netherlands and France, signalling further EMEA expansion of agentic programmatic solutions.
Demonstrates practical, measurable adoption of autonomous/agentic AI in programmatic CTV with meaningful efficiency gains (lower CPM, faster setup), indicating potential acceleration of AI-driven automation in European CTV buying.
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Key Takeaways & Evidence Grounding
- PubMatic and Havas launched an agentic CTV campaign in Spain for Movistar (Telefónica Group).
- The campaign used PubMatic's AgenticOS and Activate platform; AgenticOS processed a natural-language brief via the Claude LLM to drive live programmatic activation.
- Campaign performance: CPM 18% below target and impressions 23% above target; setup time reduced by up to 80%.
- AgenticOS was launched at CES in January 2026 and comprises 20+ autonomous agents connecting to premium inventory, data partners and direct activation.
- This Spanish activation follows AgenticOS campaigns with Abovo Maxlead (Netherlands) and Amnet (France) for InterBev.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
PubMatic and Abovo Maxlead Launch AI-Driven CTV Campaigns
Dutch agency Abovo Maxlead has activated autonomous connected-TV (CTV) campaigns in the Netherlands via a direct integration with PubMatic. Abovo Maxlead’s proprietary Mediavision AI communicates with PubMatic’s AgenticOS to connect autonomous agents to the OpenRTB programmatic marketplace, enabling faster launch, continuous optimisation and reduced operational overhead. PubMatic says its AI workflows cut setup time by up to 87% and troubleshooting time by up to 70%. The activation follows a previous PubMatic autonomous campaign in the U.S. run with Butler/Till for Geloso Beverage Group, and PubMatic positions the partnership as proof that agentic AI is ready to scale across premium inventory in Europe. Company executives highlighted faster activation, greater transparency, and a shift of budget toward working media.
PubMatic Compresses Streaming Supply Chain with AgenticOS
PubMatic and Dentsu-owned trading desk Amnet activated an agentic advertising campaign in France using PubMatic's AgenticOS, which processes a natural-language prompt via Anthropic's Claude LLM and routed across CTV, mobile and online video. PubMatic says the France activation cut campaign setup time by 80%; earlier activations in the U.S. and Netherlands precede this rollout. AgenticOS uses MCP/AdCP interfaces and integrates with FreeWheel's MCP server and the IAB Tech Lab's Agent Registry to connect agencies directly to sell-side inventory, eliminating a required DSP intermediary. PubMatic reports more than 250 agentic deals transacted since January 2026 and cites early campaign supply-chain cost reductions and eCPM improvements (self-reported).
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.
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