Dive Brief:
- Ad-tech firm PubMatic and marketing agency Butler/Till ran a fully autonomous, end-to-end agentic campaign on behalf of the Geloso Beverage Group that reduced buy-side supply chain costs by 5.5x, according to press materials shared with Marketing Dive.
- The campaign, which ran in December 2025, was an industry-first in that it was planned and implemented completely by artificial intelligence agents using PubMatic’s AgenticOS platform, press materials claim. The campaign was geotargeted and aimed at those 21 and over. It ran across multiple channels, including CTV, online and mobile.
- Less than 1% of inventory failed DoubleVerify standards, beating industry benchmarks, and 0% of the inventory comprised made-for-advertising sites, which PubMatic says proves that quality was not sacrificed for efficiency.
Dive Insight:
As marketers continue to figure out how artificial intelligence fits into their overall workflow, the case study of Geloso’s fully agentic campaign is an early look at the technology’s results in media buying, an area where AI is expected to have a big impact. PubMatic’s AgenticOS was able to execute on the campaign using input from Butler/Till’s enterprise Claude interface without the need of input from any other vendor or seller, per press details.
The test with Geloso Beverage Group, whose brands include Johnny Bootlegger and Clubtails, delivered a 98% video completion rate and generated 40% more impressions than planned for. Results like these underscore how agentic AI could help marketers address the need for greater efficiency while addressing some of the concerns with automation, including a lack of reach and little transparency into where ads are appearing.
The effort leveraged PubMatic’s AgenticOS, which was released to the public in January with the promise of helping advertisers cut down on the time spent troubleshooting media buying and optimization so they can focus on higher-level tasks, such as analysis and strategizing.
Adland has made a concerted effort to implement AI across its workflows, largely in the promise of potential time and money saving benefits. The result has been a slew of new AI offerings across the industry, challenging CMOs to keep up with a rapidly evolving ecosystem and required skill set. While AI is changing marketing, few CMOs want to upgrade their skills to keep pace with changing times. While nearly two-thirds of marketers think AI will fundamentally change their jobs, approximately half that believe they need to increase their own personal skills, per Gartner research.
Another challenge CMOs face is that half of agencies’ proprietary AI platforms are predicted to be rendered obsolete by 2029. However, this hasn’t stopped agencies from beefing up AI capabilities. Publicis Groupe recently acquired AdgeAI, an AI-based analytics startup. Earlier this month, Horizon Media began testing a new piece of technology which would help detect cultural shifts mid-campaign.
