On June 1, 2026, PubMatic, Inc. (Nasdaq: PUBM), a leader in AI-powered advertising technology, announced the launch of Decision Fabric, a groundbreaking containerization layer specifically designed to operate partner decision models within the programmatic supply path. This innovative solution was piloted in collaboration with industry leaders such as inPowered AI, MiQ, Chalice AI, and SWYM.AI. The core functionality of Decision Fabric allows for real-time audience qualification during auctions, utilizing live signals across an extensive, unfiltered inventory pool. This enhancement is expected to enable advertisers to connect with higher-value audiences more efficiently.

2. Enhancing Collaboration Between Advertisers and Publishers

Rajeev Goel, Co-Founder and CEO of PubMatic, emphasized the importance of collaboration in advertising, stating, “Advertising works best when advertisers and publishers work closely together.” He highlighted how Decision Fabric builds on the success of PubMatic's existing tool, Activate, providing a native environment within the auction infrastructure for partner intelligence. This is aimed at optimizing the decisioning process, enhancing the value flow back to both buyers and publishers.

3. Addressing Media Efficiency Gaps

According to the ANA's Programmatic Media Supply Chain Transparency Study, working media efficiency can be as low as 36 cents on the dollar. This gap has prompted advertisers to seek supply-side solutions that offer greater transparency and direct access to inventory. PubMatic's Activate has already demonstrated that native decisioning during live auctions can significantly improve economic outcomes for both buyers and sellers. With Decision Fabric, this proven architecture is now accessible to PubMatic's partners, allowing them to leverage native decisioning capabilities.

4. Real-Time Audience Qualification

The Decision Fabric allows partner decisioning models—ranging from algorithm developers to agencies and demand-side platforms (DSPs)—to operate inside PubMatic's auction infrastructure, directly on live bidstream signals. This real-time audience qualification process occurs at the exact moment inventory is available, ensuring that decisioning models can act on the most accurate data for effective targeting.

5. Infrastructure and Performance Advantages

By integrating Decision Fabric with AgenticOS, PubMatic offers partners access to a robust infrastructure tailored for agentic advertising. This includes:

GPU-accelerated computing and dedicated AI inferencing servers, optimized for the microsecond decisioning requirements of advertising.

Approximately one millisecond inference latency and an impressive 85% reduction in auction timeouts.

Over 20 autonomous agents and 1,000 AI-powered deals operational across 2.7 trillion daily advertiser bids.

Decision Fabric is designed using the IAB Tech Lab's ARTF open containerization protocol, allowing seamless deployment across PubMatic’s supply footprint without the risk of proprietary lock-in.

6. Partner Perspectives on Decision Fabric

Industry leaders who are piloting Decision Fabric shared their insights:

Georgiana Haig, Global Strategy & Partnerships Director at MiQ, commented, “The promise of Decision Fabric is that it gives us the ability to act on those signals at the moment they matter most right at the auction.” This capability aims to enhance campaign efficiency, ensuring more budget is allocated to media rather than fees.

Peyman Nilforoush, Co-Founder and CEO of inPowered, highlighted the advantage of hosting models on the sell-side with strong outcome signals, stating, “Having AgenticOS operating in the same environment as our models means the whole system is working together.”

Adam Heimlich, CEO of Chalice AI, noted the importance of the operational environment for algorithms, asserting, “Decision Fabric gives our models access to the full inventory pool, live signals at the moment of the auction, and an agentic infrastructure that can act on what our models surface in real time.”

Ravi Patel, CEO of SWYM.AI, remarked, “Decision Fabric flips that — our algorithms now run where the inventory actually lives, on every bid request, in the moment it matters.”

7. Conclusion

With the launch of Decision Fabric, PubMatic is set to revolutionize the landscape of programmatic advertising by enhancing the efficiency and effectiveness of ad campaigns. By leveraging real-time data and a collaborative environment for decision-making, the company continues to pave the way for a more intelligent and sustainable digital advertising ecosystem. As the industry evolves, PubMatic's innovative approach reaffirms its commitment to delivering superior performance, transparency, and control for advertisers and publishers alike.

Original press release