PubMatic & Abovo Maxlead Deliver PubMatic’s First Agentic AI Advertising Campaigns in Europe
by on 10th Mar 2026 in News
Dutch independent agency Abovo Maxlead has activated an autonomous advertising campaign in Europe, running connected TV (CTV) campaigns in the Netherlands through a direct integration with PubMatic.
Traditional programmatic campaign management requires manual coordination, from brief to setup to optimisation. This integration removes that friction entirely, and the results are immediate: campaigns launch faster, optimise continuously, and deliver more budget to working media rather than overhead.
"In partnership with PubMatic, we are fundamentally changing how media is planned, activated, and optimised," said Theun Eijkemans, CEO of Abovo Maxlead. "The results speak for themselves – faster activation, greater transparency for clients, and a team freed to focus on the strategic work that creates real value. This is a concrete step in our long-term 'Waste to Value' strategy and our commitment to shaping a more intelligent media ecosystem in Europe."
For this partnership, Abovo Maxlead's proprietary Mediavision AI communicates directly with PubMatic's AgenticOS, an operating system that securely connects a series of autonomous agents to the OpenRTB programmatic marketplace. Abovo Maxlead's proprietary AI platform unifies ad campaigns, data sources, CRM, and media planning systems into a single central AI environment, forming a direct bridge to PubMatic's AgenticOS, where both agentic AI systems reinforce each other across the full programmatic buying and optimisation chain. PubMatic’s AI-powered workflows reduce setup time by up to 87% and troubleshooting time by up to 70%, freeing Abovo Maxlead's team to focus on strategy and client relationships rather than operational execution.
This partnership follows a proven, successful blueprint. PubMatic's first autonomous campaign in the United States, run with Butler/Till for the Geloso Beverage Group, channelled significantly more budget into premium inventory rather than intermediary costs, and drove measurable improvements in Return On Ad Spend (ROAS). The Abovo Maxlead activation brings that same model to Europe.
"This partnership shows Europe that AI innovation is ready to scale in digital advertising," said Emma Newman, chief revenue officer EMEA at PubMatic. "Agencies are now able to activate intelligent, autonomous campaigns across premium inventory in real time. Faster workflows, reduced fees, and always-on optimisation - this is the operational shift that programmatic has been moving toward."
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