PubMatic and Havas Deploy First Agentic CTV Campaign in Spain, Cutting CPM by 18% — PubMatic, Inc.

Event summary

PubMatic and Havas launched Spain’s first agentic CTV campaign for Telefónica’s Movistar brand, achieving an 18% lower CPM than target.
AgenticOS, PubMatic’s AI operating system, autonomously managed campaign planning, inventory selection, and real-time optimization.
The campaign reduced setup time by up to 80% while exceeding impression targets by 23% in brand-safe CTV environments.
This follows successful AgenticOS deployments in the Netherlands and France, underscoring PubMatic’s EMEA expansion.

The big picture

This campaign validates agentic AI’s ability to reduce friction in CTV advertising while improving cost efficiency and reach. With 68% of EU businesses viewing agentic tech as a competitive advantage, PubMatic’s success positions it to capitalize on Europe’s rapidly growing CTV market. The integration of natural language processing and autonomous agents represents a structural shift in how programmatic campaigns are managed, potentially reshaping the ad tech landscape.

What we're watching

Adoption Pace: Whether agentic AI will accelerate beyond early adopters like Telefónica and Havas into mainstream programmatic buying.
Performance Scaling: How PubMatic sustains efficiency gains as AgenticOS expands across more markets and clients.
Competitive Response: The pace at which competitors integrate similar autonomous agent capabilities into their platforms.