In a significant move set to reshape the landscape of digital advertising, PubMatic (Nasdaq: PUBM), a leader in AI-driven ad tech, has announced a partnership with Untapped Growth, a robust media buying collective dedicated to independent agencies and mid-market advertisers. This collaboration will provide member agencies with direct access to PubMatic's cutting-edge AgenticOS platform, streamlining the media buying process and enhancing campaign efficiency.

2. Empowering Independent Agencies

The partnership between PubMatic and Untapped Growth allows independent agencies to leverage advanced media buying capabilities through PubMatic's proprietary technology. With this integration, agencies can deploy tailored buyer agents within AgenticOS, facilitating the creation and launch of campaigns that utilize PubMatic’s extensive data partnerships and robust curation capabilities.

The early results from campaigns run on AgenticOS have shown promising improvements: supply chain costs have plummeted by 40-50%, while agencies report a 40% increase in impressions at 30% lower effective cost per mille (eCPM). Furthermore, campaign setups are now 87% faster, and troubleshooting has improved by 70%, enabling agency teams to concentrate more on strategic initiatives and client engagement.

3. The Mechanics of AgenticOS

Streamlined Campaign Management

The AgenticOS platform simplifies campaign management through an intuitive, language-based interface. Traders can submit campaign briefs using natural language, specifying audience parameters, budget, timing, and brand safety requirements. In return, AgenticOS provides curated audience recommendations and inventory packages from over 250 data partners and top-tier CTV and online video sources.

Once traders approve these recommendations and provide creative assets, the agent activates the campaign and delivers real-time performance data, eliminating the need for multiple dashboards and manual troubleshooting.

Direct Connection and Efficient Infrastructure

PubMatic's Activate, a direct bidding solution built into the sell-side framework, ensures that there are no additional intermediary integrations required. Agencies can access billions of premium ad impressions across various platforms, including CTV, mobile, and online video, simply by connecting through an MCP or AdCP-enabled interface.

Kyle Dozeman, Chief Revenue Officer of PubMatic, emphasized the unique value of this approach, noting that it transcends conventional automated solutions. “PubMatic's approach is fundamentally different. This is a single connection through AgenticOS, where a buyer agent has access to PubMatic’s full scope of data, premium inventory, and sophisticated GPU technology.”

4. Advantages for Independent Agencies

Brendan Clifford, Co-Founder and Managing Partner at Untapped Growth, highlighted the speed to market that this partnership affords independent agencies. The ability to utilize PubMatic's infrastructure enables these agencies to deliver high-performing campaigns with greater efficiency, thereby creating a competitive advantage for their clients.

Unmatched Capabilities of AgenticOS

PubMatic's AgenticOS offers four key capabilities that set it apart:

Supply at Open Internet Scale: Direct integrations with thousands of publishers across over 100,000 sites and apps, including 28 of the top 30 CTV streamers.

Integrated Data Partnerships: Audience curation occurs within the buying workflow, granting immediate access to more than 250 data partners.

Infrastructure Built for Advertising: PubMatic’s platform operates on NVIDIA GPUs, optimized for the complexities of advertising workloads.

Open Access with Zero Technical Lift: Agencies can connect through a custom interface without needing extensive development work or new integrations.

5. Market Implications

The introduction of AgenticOS is poised to democratize access to premium inventory and data for independent and mid-sized advertisers. By removing traditional barriers and friction points, PubMatic is expanding opportunities in the $67 billion global programmatic marketplace, potentially attracting new advertising spend into an open ecosystem that has historically faced challenges against larger, more streamlined platforms.

Since the launch of AgenticOS in January, PubMatic has facilitated over 250 agentic deals and garnered nearly 100 applications from brands, agencies, and streamers seeking to join its Agentic AI Acceleration Program.

6. Conclusion

The partnership between PubMatic and Untapped Growth marks a pivotal moment for independent agencies, offering them advanced tools to compete effectively in the digital advertising space. By harnessing the power of AgenticOS, these agencies can now activate sophisticated, data-driven campaigns with unprecedented speed and efficiency. As the advertising landscape continues to evolve, this collaboration stands to empower a new generation of independent agencies, enhancing their operational capabilities and driving growth for their clients.

Original press release