PubMatic's AgenticOS Doubles Reach Per Dollar in Level Agency Test
Event summary
- Level Agency tested PubMatic’s AgenticOS against its incumbent DSP for an education sector client, doubling reach per dollar on qualified audiences.
- AgenticOS delivered 351 qualified impressions per $1 compared to the incumbent DSP’s 164.
- The campaign achieved 53% lower weighted average CPMs for premium CTV inventory and a 54% higher video completion rate overall.
- Retargeting was scaled within days, versus the typical 30–60 day ramp required by DSP-led campaigns.
The big picture
PubMatic’s AgenticOS demonstrates the potential of AI-driven programmatic advertising to deliver superior performance metrics, positioning it as a formidable competitor in the digital ad tech space. The success of this test highlights the growing importance of agentic AI in optimizing campaign efficiency and reach, particularly for hyper-local and time-sensitive activations.
What we're watching
- Open Internet Competition
- Whether PubMatic’s AgenticOS can sustain its performance edge and challenge walled gardens for client budgets.
- Adoption Pace
- The pace at which agencies allocate more spend to the open internet following successful tests like this one.
- AI Integration
- How PubMatic’s agentic AI capabilities will evolve and be integrated into broader campaign strategies.