PubMatic, the leading AI-powered ad tech company delivering digital advertising performance, announced that its AgenticOS platform has delivered the first end-to-end agentic CTV campaign in India in partnership with ThinkResult, a data-led digital media and ad tech company, marking the first agentic media buying deployment across APAC.

For a leading global technology brand, ThinkResult deployed the campaign through AgenticOS. Setup, quality assurance (QA), and activation: 30 minutes. An up to 90% reduction from legacy platforms. Against a fixed budget across India's premium CTV publishers, the campaign delivered 17% more impressions than a fixed-bid approach, with video completion rates improving consistently week-on-week throughout the flight. The campaign reached over one million households on premium CTV devices at a lower effective CPM than planned.

"We used to spend 3–4 hours coordinating setup across vendor integrations and QA. With AgenticOS, that's now 30 minutes. That time back is what lets our team focus on audience strategy and campaign optimisation." Jignesh Shah, co-founder, ThinkResult.

This pattern is consistent globally. Early campaigns across France, Spain, the Netherlands, and the United States have delivered similar results: setup-time reduction of 80–90%, higher working media, lower effective CPM, and cleaner execution. Every advertiser that has activated an agentic campaign has returned to run additional campaigns. India's deployment validates that agentic media buying works at scale across geographies and markets.

Throughout the campaign flight, AgenticOS's native reporting and insights agents provided real-time visibility into delivery, audience engagement, and working media performance, eliminating the manual reporting work that typically consumes trader time after campaign conclusion.

The operational efficiency matters because India's CTV market is growing at 20–22% annually, according to WPP's This Year, Next Year (TYNY) 2026 report, driven by rising smart TV adoption and a strategic shift toward premium video environments. Media planners spend significant time on manual setup, coordination across multiple vendors, and troubleshooting—work that pulls them away from strategy and optimisation. AgenticOS removes that friction.

"The way campaigns are configured today still requires hours of manual steps and coordination across intermediaries," said Amit Yadav, VP, south Asia and mid-market, PubMatic. "AgenticOS removes that friction entirely."

PubMatic

PubMatic is the leading AI-powered ad tech company delivering digital advertising performance.   Through an intelligent, unified platform that connects buyers, publishers, data partners, and commerce media, PubMatic delivers smarter advertising an...

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