PubMatic, the leading AI-powered ad tech company delivering digital advertising performance, announced the launch of PubMatic AgenticOS, an operating system designed to orchestrate autonomous, agent-to-agent advertising execution across premium digital environments. 

AgenticOS provides a system-level layer that allows agents to plan, transact, and optimise programmatic advertising with speed, consistency, and control. PubMatic is launching AgenticOS in close partnership with a group of forward-leaning advertisers, agencies, and publishers actively engaged in testing, shaping, and deploying agent-led workflows, providing real-world validation and innovation for the next phase of AI-native advertising. 

Advertising is compounding across new devices and formats, hundreds of thousands of new entrant advertisers, and billions of global users, placing increasing pressure on legacy programmatic systems. In this environment, effective decision-making must happen continuously and coherently, without adding operational complexity or fragmentation. Meeting this opportunity requires advanced systems that can sense, learn, and adapt in real time, while giving humans greater strategic control and clarity. AgenticOS is designed to meet that moment, enabling intelligent execution without latency or operational drag. 

With AgenticOS, advertisers define objectives, guardrails, brand-safety requirements, and creative parameters in their preferred LLM interface. PubMatic’s platform then operationalises that intent through a coordinated set of intelligent agents that plan, execute, and optimise campaigns continuously within defined guardrails, allowing teams to focus on higher-value strategy, creativity, and performance analysis rather than manual setup and troubleshooting.

From agent innovation to an operating system

AgenticOS is a synthesis of PubMatic’s multi-year investment in agentic AI and interoperability. From the first agent-to-agent communication specification to yield optimisation, audience or inventory discovery and planning, and deal troubleshooting agents, these innovations now come together in AgenticOS, a unified, end-to-end operating environment where agent-led campaigns are executed, monitored, and continuously refined at scale. 

Unlike point execution layers or single-protocol connectors, AgenticOS runs on NVIDIA-accelerated computing and is embedded within PubMatic’s global infrastructure. This foundation enables large-scale, low-latency inferencing and coordination across millions of advertising transactions per second, supporting reliable execution in live markets where performance, scale, and accountability are essential.

A three-layer architecture built for agentic intelligence

AgenticOS is built on PubMatic’s Architecture of Advertising Intelligence, a three-layer framework designed to support autonomous decision-making responsibly and at global scale.

• Infrastructure layer: NVIDIA-accelerated computing enables microsecond-level inference and real-time, privacy-safe data integration across tens of millions of auctions per second, delivering up to 5× faster decisioning, sub-millisecond response times, and significantly fewer auction timeouts.

• Application layer: Agentic capabilities embedded across PubMatic’s platform interpret intent expressed through protocols such as the Ad Context Protocol (AdCP) and Model Context Protocol (MCP). These agents automate and coordinate key advertising functions, including planning, forecasting, pacing, yield management, troubleshooting, and measurement, working together to continuously improve outcomes within defined constraints. Early tests with agentic campaigns are showing that campaign setup time is reduced by 87% and issue resolution by 70%.

• Transaction layer: This is where agentic intelligence becomes real-world execution. An interoperable execution environment connects agentic decisioning directly to PubMatic’s Activate buying platform, bringing together premium supply, in-flight campaign signals, and direct bidding infrastructure to transact in real time across Programmatic Guaranteed and Private Marketplace transactions. This layer ensures agent-led workflows remain compatible with existing buying models while enabling more intelligent, adaptive execution over time.

Accelerating agentic adoption across the ecosystem

To support real-world adoption, PubMatic is also launching the Agentic AI Acceleration Programme, a focused initiative designed to help advertisers, agencies, publishers, and partners move from early testing to live agentic workflows within weeks. The programme emphasises execution, governance, and measurable outcomes, supporting in-market deployments throughout Q1 2026.

PubMatic is inviting additional ecosystem partners to participate and help shape how agentic workflows are deployed, governed, and scaled across the open internet.

To learn more about PubMatic’s AgenticOS and participate in upcoming agentic pilots, visit this link.

PubMatic

PubMatic (Nasdaq: PUBM) is an independent technology company maximising customer value by delivering digital advertising’s supply chain of the future.PubMatic’s sell-side platform empowers the world’s leading digital content creators across the...

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