PubMatic today announced accelerating global adoption of its AgenticOS platform, as agentic media buying moves from experimentation into a validated behavioral shift in digital advertising. What launched at CES with a single campaign is now running end-to-end autonomous agentic campaigns across independent agencies, scaled buying platforms, and global brands in the United States, France, the Netherlands, Australia, and India.
Agentic campaigns running across US, France, Netherlands, Australia, and India.
Every advertiser that activated a campaign has returned for more campaigns.
Brkthru joins as strategic partner managing media for 1,000+ brands and 235 agencies.
Butler/Till reduced buy-side fees by more than 5x, delivered 40% more impressions.
Platform has more than 1,000 AI-enabled deals and millions of dollars transacted.
AgenticOS includes more than 20 agents across audience discovery, inventory, media activation, and deal management.
Buyers are returning to scale additional campaigns, validating both operational efficiency and economic returns. Brkthru is setting the pace for scaled adoption of AgenticOS as global momentum accelerates. Butler/Till, MiQ, and Untapped Growth are some who have launched campaigns with significant improvements in cost efficiency, speed, and performance. Globally, every advertiser that has activated a campaign has returned for more campaigns, demonstrating exceptional customer retention and expanded use of AgenticOS.
Brkthru's partnership highlights how the most advanced buyers in the ecosystem are moving decisively to operationalize agentic workflows. Brkthru, a leading digital media solutions provider, manages media for more than 1,000 brands, supports 235 agencies, and executes campaigns across 25+ buying platforms. By joining AgenticOS as a strategic partner, Brkthru is integrating agentic workflows to simplify execution at scale and reduce the operational burden created by fragmented programmatic infrastructure.
Butler/Till's first agentic CTV campaign for Geloso Beverage Group reduced buy-side fees by more than 5x, delivered 40% more impressions than planned, and drove a 30% lower effective CPM. Another national advertiser deployed a fully autonomous national OLV and display campaign across 800+ publishers using AgenticOS, delivering against plan with CPMs well below comparable benchmarks, while optimizing delivery to 107% of impressions and 105% of VCR targets. Untapped Growth introduced a white-label buyer agent for its multibillion-dollar media buying collective, enabling independent agencies and mid-market advertisers to activate agentic buying under their own brands.
Success is being tested and proven across the EMEA and APAC markets. Amnet ran France's first agentic campaign for Interbev and met key reach and engagement KPIs. Abovo Maxlead executed one of Europe's first fully autonomous agent-to-agent CTV campaigns in the Netherlands, achieving measurable gains across cost efficiency, media pricing, and operational speed. Campaigns are now live in Australia and India, with additional buyer onboarding underway.
As Rajeev Goel, Co-Founder and CEO at PubMatic, stated: "The companies moving fastest are the ones with the agility and vision to make bold new moves. Independent agencies, mid-market brands, and buying collectives are leading the agentic shift. When the operational barrier falls, and economics unlock real value, they move. Fast, verifiable results are what matter now. This isn't experimentation. This is a value chain shift in digital advertising."
Tom Leone, Vice President, Media Services at Brkthru, added: "Early on, we're seeing real workflow improvements that are freeing our traders from manual coordination work. AgenticOS is allowing us to simplify how we execute across platforms and data sources, which means our team can focus more on strategy and client relationships."
Gina Whelehan, Group Director, Strategy & Partnerships at Butler/Till, said: "This was a clear proof point that agentic buying can drive real, measurable performance."
About PubMatic
PubMatic is the leading AI-powered ad tech company delivering digital advertising performance. Through an intelligent, unified platform that connects buyers, publishers, data partners, and commerce media networks, PubMatic delivers superior performance with greater transparency, control, and efficiency. Since 2006, PubMatic has pioneered every major advance in programmatic advertising, from enabling the first OpenRTB transactions to embedding AI-driven optimization and privacy-focused innovation across its platform.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.