PubMatic is ushering in a new paradigm for programmatic advertising with the launch of AgenticOS, a comprehensive operating system designed to orchestrate autonomous, agent-to-agent advertising at scale. Launched in partnership with a coalition of advertisers, agencies, and publishers, this system-level platform aims to automate campaign execution and optimization, allowing human teams to focus on higher-value strategic and creative work.
PubMatic launches AgenticOS, an operating system for autonomous, agent-to-agent advertising.
The platform allows AI agents to plan, transact, and optimize campaigns within defined guardrails.
Early partners include WPP Media, Butler/Till, MiQ, Foxtel Media, and Brkthru.
Built on NVIDIA-accelerated computing, it enables low-latency decisioning across millions of transactions.
An early test with Butler/Till reduced campaign setup time by 87% and issue resolution by 70%.
PubMatic is launching an Agentic AI Acceleration Program to fast-track live deployments in Q1 2026.
AgenticOS represents the synthesis of PubMatic's multi-year investments in agentic AI. It moves beyond single-function agents or connectors to provide a unified, end-to-end environment where intelligent agents can coordinate across the entire campaign lifecycle. Embedded within PubMatic's global infrastructure and powered by NVIDIA-accelerated computing, the system is engineered for the high-speed, high-volume demands of live programmatic markets, enabling reliable, large-scale execution.
The platform is built on a three-layer Architecture of Advertising Intelligence. The Infrastructure Layer uses accelerated computing for microsecond-level inference. The Application Layer hosts agents that interpret natural-language intent to automate planning, forecasting, and optimization. The Transaction Layer connects this agentic decisioning directly to PubMatic's Activate buying platform for real-time execution across premium deal types. This structure is designed to make autonomous workflows both powerful and compatible with existing buying models.
To transition from testing to live operations, PubMatic is initiating an Agentic AI Acceleration Program aimed at deploying agentic workflows within weeks. The launch is backed by significant partner validation, with early campaigns demonstrating substantial efficiency gains. For example, an agentic campaign for Geloso Beverage Group, executed via natural-language instructions in Claude, allowed the agency team to shift focus from manual execution to strategic and creative tasks.
The introduction of AgenticOS marks a pivotal step towards an AI-native future for digital advertising. By providing a standardized, interoperable operating system for autonomous agents, PubMatic is attempting to reduce the operational fragmentation of modern programmatic advertising while enhancing speed, control, and strategic oversight for human operators.
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. With omnichannel scale, proven reliability, and a track record of continuous innovation, PubMatic is building a more intelligent, profitable, and sustainable open internet. Built to Connect.
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