The Media Shop and PubMatic Launch Southeast Asia’s First Agentic Luxury Campaign

by ExchangeWire PressBox on 5th Oct 2026 in News

PubMatic (Nasdaq: PUBM), the leading AI-powered ad tech company delivering digital advertising performance, today (5th October, 2026) announced that The Media Shop, one of Singapore's leading independent media agencies, has run the first publicly announced agentic advertising campaign to come out of Southeast Asia, and region’s first for a luxury advertiser.

Developed for a luxury watch brand, the display campaign used PubMatic’s AgenticOS platform to reach high-net-worth audiences across six Asia Pacific markets, including Australia, Hong Kong, Indonesia, Malaysia, Singapore and Thailand.

Running a luxury campaign across Asia Pacific requires agencies to coordinate audiences, platforms, and media environments across distinct markets. Using AgenticOS, PubMatic’s operating system for agent-to-agent advertising, The Media Shop brought that activation into a single workflow with access to premium, brand safe inventory. Campaign setup that previously took up to 40 minutes across siloed platforms was completed in approximately eight minutes - a reduction of roughly 80%.

The campaign delivered 23.8 million display impressions during its flight across the six markets. All markets overperformed The Media Shop's CPM benchmarks, which meant efficiencies in delivering 9.1% more impressions than planned on premium site lists. On the performance front, viewability rose from 46.8% to 64.3%, an improvement of 17.5 percentage points, and rose in every market. Click-through rate climbed 10.3% over the same window¹.

The results add to growing momentum for AgenticOS globally. Across live campaigns, advertisers using AgenticOS have achieved setup-time reductions of 80% to 90%, CPMs as much as 53% below standard market benchmarks, and more than twice the qualified reach per dollar. While results vary by campaign, these outcomes demonstrate how agentic execution can reduce operational work while improving media efficiency.

"As an independent agency, our advantage has always been speed and running lean. The manual work in premium programmatic worked against that. Running this campaign agentically meant we set up in around 8 minutes instead of up to 40, and the team spent that time on strategy and the client relationship instead of coordination. For a luxury brief, where precision matters as much as speed, that changes what we can offer." - Jason Tan, Chief Operating Officer and Managing Partner, The Media Shop

"Asia Pacific’s fragmented media landscape has historically made premium campaigns complex and time-intensive to execute - a challenge independent agencies often feel most acutely. The Media Shop reduced setup time by approximately 80% while improving viewability and engagement across six markets. This is agentic advertising moving beyond experimentation and delivering measurable results at regional scale." - Genelle Hung, Country Manager Southeast Asia, PubMatic

The campaign comes as demand for programmatic advertising continues to grow across the region. In Singapore, programmatic is expected to account for 77% of digital advertising revenue by 2028, according to Statista. Yet for luxury advertisers, reaching high-value audiences across Asia Pacific remains fragmented across markets, media environments, and platforms. By coordinating activation across six markets through AgenticOS, The Media Shop and PubMatic are addressing that complexity with a faster, more scalable model for premium advertising.

Agencies and advertisers interested in activating AgenticOS should contact their PubMatic account representative or visit pubmatic.com/agents.

1 Performance data provided by client.