Observed Signal · Jun 22, 2026 · Case Study / Performance Test · Source: Business Wire: Programmatic · Impact: 4/5 · Sentiment: Positive
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.
A major adtech vendor (PubMatic) demonstrates agentic AI embedded in the supply chain delivering materially better performance and faster activation, which could shift programmatic buying practices, CTV allocation, and advertiser willingness to move budgets to the open internet.
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Key Takeaways & Evidence Grounding
- AgenticOS delivered >2x reach per dollar on qualified audiences: 351 qualified impressions per $1 vs. incumbent DSP’s 164.
- Weighted average CPMs for premium CTV inventory were 53% lower with AgenticOS.
- Video completion rate was 54% higher overall (35% higher on a controlled OTT-to-OTT comparison).
- Level Agency achieved retargeting at scale within days versus the 30–60 day ramp typically required by DSP-led campaigns.
- Level Agency expanded open-internet spend mid-flight and allocated an upcoming date-based, hyper-local open house campaign to AgenticOS.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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 Expands Agentic AI Beyond Direct Deals
PubMatic said on its Q1 2026 earnings call that its AgenticOS platform has run more than 30 fully autonomous end-to-end agentic campaigns, in addition to over 1,000 direct publisher deals. The company reported Q1 revenue of $62.6 million, a 13% year‑over‑year increase, and said agentic-enabled deals helped drive an 80% YoY rise in its emerging revenue category, which now represents 14% of total revenue. PubMatic highlighted performance gains from AgenticOS (buyers seeing 30–40% CPM improvements and the ability to buy more inventory), expanded mobile and CTV growth, integrations with major mobile mediation platforms and an Amazon DSP integration that raised publisher CPMs. Management flagged near-term headwinds from a major DSP pullback (attributed to The Trade Desk), a projected Q2 revenue decline, and upcoming executive departures in growth/CRO roles.
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