PubMatic’s AgenticOS Gains Global Traction as Autonomous Campaigns Scale

Event summary

  • PubMatic’s AgenticOS platform is now running end-to-end autonomous agentic campaigns across multiple global markets, including the U.S., France, the Netherlands, Australia, and India.
  • Brkthru, a leading digital media solutions provider, has partnered with PubMatic to integrate agentic workflows, simplifying execution at scale.
  • Butler/Till’s first agentic CTV campaign for Geloso Beverage Group reduced buy-side fees by more than 5x, delivered 40% more impressions than planned, and drove a 30% lower effective CPM.
  • PubMatic has transacted millions of dollars through more than 1,000 AI-enabled deals, with AI embedded across its entire platform.

The big picture

PubMatic’s AgenticOS represents a significant shift in digital advertising, moving from experimental AI-driven campaigns to validated, scalable solutions. The platform’s ability to collapse the distance between publisher supply and buyer demand is reshaping the industry, with major players like Brkthru and Butler/Till leading the charge. This shift underscores the growing importance of AI in achieving operational efficiency and economic returns in programmatic advertising.

What we're watching

Adoption Pace
Whether independent agencies and mid-market brands can sustain the rapid adoption of AgenticOS globally.
Performance Metrics
How the measurable returns from agentic campaigns will impact the broader digital advertising ecosystem.
Competitive Response
The pace at which competitors will respond to PubMatic’s AI-driven platform advancements.

Related topics

Automation