PubMatic adds AI governance solution

The system allows organisations to define how AI agents can execute campaigns while providing audit trails and approval processes for key decisions

PubMatic has introduced a governance framework for its AgenticOS platform designed to give advertisers and agencies greater control over autonomous advertising campaigns.

The system allows organisations to define how AI agents can execute campaigns while providing audit trails and approval processes for key decisions.

Rise, a Quad agency, is among the first agency partners to pilot the framework as part of its use of AgenticOS.

Framework embeds governance into campaign execution

According to PubMatic, the framework is built directly into the infrastructure used to create and activate campaigns rather than being applied after execution. Organisations configure governance policies using natural language prompts that establish approval structures, spending limits, inventory controls and other campaign parameters.

The framework also operates independently alongside the Ad Context Protocol (AdCP), validating transactions processed through PubMatic's platform regardless of which AI buying agent initiates them.

Five-step approach to campaign oversight

PubMatic's governance model is based on five stages: defining platform and buyer guardrails, setting business rules before campaigns begin, limiting AI agents to pre-approved assets, requiring authenticated human approval for decisions outside agreed parameters, and maintaining audit trails with continuous drift detection.

The company said the system is designed to ensure campaigns remain within approved guidelines while allowing human intervention when required.

Rise pilots the framework

Klaudia Smykowska, Group Director, Media Investment, Rise, a Quad agency: "Transparency and accountability have always been non-negotiable for us. They're core to how we work and how we earn our clients' trust. As we bring agentic advertising into our practice, those standards don't change. The governance architecture PubMatic has built reflects exactly the kind of structured, auditable approach we need to deploy autonomous buying with confidence."

Nishant Khatri, Executive Vice President, Product Management at PubMatic: "What we've heard consistently is that buyers know what they want this technology to deliver, what controls they need to see, and where the system has to hold. This five-step architecture is the answer to what they told us. We believe that if we get this foundation right, there's no ceiling on what this technology can do."

AgenticOS expands global adoption

AgenticOS launched in January 2026 and, according to PubMatic, has since supported more than 80 autonomous campaigns across more than 100,000 websites, apps and streaming services, with over 4,000 direct deals completed.

The company said advertisers using the platform have recorded improvements including up to 50 per cent greater fee efficiency, campaign setup times up to 87 per cent faster and issue resolution up to 70 per cent faster, based on internal and partner data.

www.pubmatic.com

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