PubMatic Unveils AgentOS for Agent-Based Advertising

PubMatic, the leading AI-powered ad tech company delivering digital advertising performance, announced PubMatic AgenticOS, an operating system designed to orchestrate autonomous, agent-to-agent ad execution across premium digital environments. AgenticOS provides a systems-level layer that enables agents to plan, execute, and optimize programmatic advertising with speed, consistency, and control. With the launch of AgenticOS, PubMatic is actively working with leading advertisers, agencies, and publishers to test, build, and implement agent-driven workflows, driving real-world validation and innovation for the next phase of AI-native advertising.

Advertising is becoming more complex with new devices and formats, the introduction of hundreds of thousands of new advertisers, and billions of users worldwide, putting ever-increasing pressure on traditional programmatic systems. In this environment, it is essential to make continuous, consistent, and effective decisions while avoiding operational complexity and fragmentation. Meeting this opportunity requires advanced systems that sense, learn, and adapt in real time, while giving humans greater strategic control and clarity. AgenticOS is designed to meet exactly this need, enabling intelligent execution without latency or operational burden.

AgenticOS allows advertisers to define their goals, safety standards, brand safety requirements, and creative parameters within a familiar large-scale language model (LLM) interface. PubMatic’s platform then translates that intent into reality through a fleet of AI agents that continuously plan, execute, and optimize campaigns within the defined safety standards. This frees teams to focus on higher-value strategy, creative development, and performance analysis, rather than manual configuration and troubleshooting.

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From Agent Innovation to Operating Systems

AgenticOS is the culmination of PubMatic’s multi-year investment in agent-based AI and interoperability. From standardizing inter-agent communication, to revenue optimization, to audience and inventory discovery and planning, to agents troubleshooting deals, AgenticOS brings together a wide range of innovations to deliver a unified, end-to-end operational environment for executing, monitoring, and continuously improving agent-driven campaigns at scale.

Unlike point-execution layers or single-protocol connectors, AgenticOS runs on NVIDIA GPU-accelerated computing and is embedded in PubMatic’s global infrastructure, enabling large-scale, low-latency inference and coordination of millions of ad transactions per second, supporting reliable execution in real-world markets where performance, scale, and accountability are essential.

In December 2025, PubMatic collaborated with independent agency Butler/Till and Geloso Beverage Group’s Clubtails to run an initial agent-driven campaign on AgenticOS. Based on natural language input from Claude, PubMatic AgenticOS autonomously recommended campaign tactics, executed buys, and optimized performance in real time within pre-defined parameters. This automation allowed the agency teams to focus on higher-value strategy, creative development, and measurement, while the platform handled ongoing execution and optimization.

SOURCE: PRTimes