Dive Brief:
- PubMatic is trying to help advertisers simplify their artificial intelligence-powered programmatic campaigns through a new agentic operating system, according to a press release.
- Advertisers using AgenticOS can set campaign objectives, brand-safety measures and creative parameters in their large-language model of choice. The platform then deploys a set of AI agents to plan, execute and optimize those campaigns in real time.
- The goal of AgenticOS is to cut down time spent on areas like troubleshooting while freeing up focus for more high-level strategic tasks and analysis. WPP Media, Butler/Till, Wpromote and MiQ are among the platform’s launch partners.
Dive Insight:
PubMatic’s new agent-to-agent operating system speaks to some of the difficulties advertisers have encountered in realizing the efficiency gains promised by generative AI — and the opportunity ad-tech platforms see in solving those problems. AgenticOS is positioned as an automated way to smooth out the hiccups of AI-native programmatic campaigns, taking over busywork like manual campaign setup and troubleshooting while still giving users a sense of control.
PubMatic is positioning AgenticOS as the culmination of a multiyear investment in agentic AI and AI interoperability. The end-to-end platform is built on three layers: an infrastructure layer reliant on Nvidia computing for ultrafast response times and privacy-safe data integrations into advertising auctions; an application layer for coordinating key advertising functions, including planning, forecasting and measurement; and a transaction layer linked to PubMatic’s Activate media-buying platform, providing a bridge to premium inventory, in-flight campaign signals and direct bidding infrastructure.
Major agencies, including WPP Media, are already experimenting with the tech, which reduced campaign setup time by 87% in some early tests, per the release.
Agency Butler/Till applied AgenticOS to a December campaign for the beverage brand Clubtails that was run with Anthropic's Claude LLM. With Claude’s input, AgenticOS automatically recommended campaign tactics, executed media buys and optimized performance in real time while sticking to defined campaign parameters. The partnership allowed Butler/Till to prioritize “higher-value strategic planning, creative development, and measurement,” though specific results weren’t shared. WPP Media for its part is using AgenticOS to shore up WPP Open, the agency network’s own AI-focused operating system.
“Partnering with PubMatic to test AgenticOS underscores our commitment to agile innovation and to advancing what autonomous advertising can deliver at scale,” said Amanda Grant, executive vice president and global head of data and tech partnerships at WPP Media, in a statement.
In addition, PubMatic is introducing Agentic AI Acceleration Program to assist advertisers and publishers with adopting live agentic workflows. The ad-tech firm has seen its business boosted by the AI boom and a partnership with Nvidia. PubMatic delivered revenue of $68 million for the Q3 period ended Sept. 30, above analyst expectations.
