PubMatic and independent agency Butler/Till have launched what is described as the first fully autonomous, end-to-end agentic advertising campaign across Connected TV (CTV) for the Clubtails beverage brand. The campaign introduces a new operational model, powered by an open protocol that allows AI agents to autonomously plan, execute, and optimize media buys.
PubMatic and Butler/Till launched a fully autonomous, agentic AI advertising campaign for Clubtails.
The campaign runs across Connected TV (CTV) and is powered by PubMatic's agentic application layer.
It utilizes the Ad Context Protocol (AdCP), an open standard for agent-to-system communication.
The AI agents interpreted a natural language brief to generate the strategy and manage execution.
The workflow unlocked significant operational efficiencies in campaign planning and activation.
Full performance results of this pioneering activation will be released in Q1 2026.
This campaign establishes a novel workflow for programmatic advertising. Butler/Till submitted a natural language campaign brief through the Claude AI platform. PubMatic's specialized AI agents then interpreted this brief, autonomously generated a media strategy, initiated the campaign setup, and will manage ongoing optimization across premium CTV inventory. The underlying execution is driven by PubMatic's agentic application layer, facilitating what the companies call "true agent-led activation" with real-time decisioning.
A key technical enabler is the use of Ad Context Protocol (AdCP), an open protocol developed by AgenticAdvertising.org. AdCP provides a standardized API that allows different AI agents and advertising systems to communicate transparently. This campaign was executed within PubMatic's Activate platform and is supported by its three-layer Advertising Intelligence architecture, which combines accelerated computing (powered by NVIDIA), real-time signal processing, and the agentic application layer to enable microsecond-level decisioning at scale.
The partnership highlights a collaborative approach to adopting cutting-edge advertising technology. Butler/Till utilized an internal Innovation Fund to pilot this emerging model for a forward-leaning client. “Leveraging PubMatic’s agentic services to autonomously build, activate and optimize a live campaign has the potential to materially shift how we operate,” said Scott Ensign, Chief Strategy Officer at Butler/Till. PubMatic's leadership framed the activation as a foundational step. “We are building the foundation for the next era of digital advertising,” said Kyle Dozeman, CRO, Americas at PubMatic. “This activation... shows how agentic capabilities are already delivering real value in market.”
The launch of this campaign represents a tangible step toward a more automated and intelligent programmatic ecosystem. By successfully deploying a live brand campaign entirely through AI agents, PubMatic and Butler/Till have demonstrated a practical application of agentic AI that moves beyond theory. This model promises to redefine operational roles in media buying, shifting human focus from manual execution to high-level strategy and oversight, while unlocking new efficiencies in speed and precision.
About Butler/Till
Butler/Till is a 100% employee-owned, women-owned and led marketing agency and a Certified B Corporation committed to purpose-driven, collaborative partnerships. With deep expertise in media planning & buying, marketing science, analytics, content marketing, and integrated media solutions, Butler/Till helps brands navigate complex media ecosystems and drive measurable business impact. Their independent structure and values-driven approach create a unique environment focused on transparency, innovation, and long-term client success.
About PubMatic
PubMatic is an independent technology company maximizing customer value by delivering digital advertising’s supply chain of the future. PubMatic’s sell-side platform empowers the world’s leading digital content creators across the open internet to control access to their inventory and increase monetization by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices. Since 2006, PubMatic’s infrastructure-driven approach has allowed for the efficient processing and utilization of data in real time. By delivering scalable and flexible programmatic innovation, PubMatic improves outcomes for its customers while championing a vibrant and transparent digital advertising supply chain.
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