PubMatic and Havas Media expand Agentic AI in Spain

The campaign marks a significant step in the adoption of agentic AI for programmatic advertising in Europe

PubMatic has executed its first agentic advertising campaign in Spain, working with Havas Media Network and Telefónica-owned Movistar to automate the planning, activation and optimisation of a Connected TV (CTV) campaign using artificial intelligence.

The campaign marks a significant step in the adoption of agentic AI for programmatic advertising in Europe, with PubMatic positioning its AgenticOS platform as a tool for increasing efficiency, transparency and automation in media buying.

AgenticOS powers campaign execution

The campaign was delivered through AgenticOS, PubMatic’s AI operating system, which uses autonomous agents to manage campaign processes through the company’s Activate media buying platform.

Using a natural language brief processed through the Claude large language model, AgenticOS translated campaign objectives into a live programmatic activation. The platform automatically selected CTV inventory, applied brand safety measures and frequency controls, and adjusted bidding strategies in real time while adhering to client-defined parameters.

According to PubMatic, the automation enabled the Havas team to focus on strategy and client management rather than manual campaign execution.

Results exceed campaign targets

The campaign delivered performance above initial expectations, with CPM 18 per cent below target and impressions exceeding objectives by 23 per cent.

The activity ran across premium connected TV inventory in Spain, incorporating user-level frequency controls and direct access to major CTV publishers.

PubMatic said the results demonstrate how agentic technology can improve both efficiency and scale without compromising transparency or campaign quality.

Growing adoption of agentic AI

Germán Becker, Digital Transformation Manager, Havas Media Network: "This campaign with Movistar is a clear example of how agentic AI can transform the way we plan and activate media in CTV. At Havas, we believe in solutions that bring greater control, transparency, and measurable results for our clients, and this collaboration with PubMatic clearly moves us in that direction. AgenticOS helps us streamline execution across platforms and data sources, enabling our team to dedicate more time to strategy and client partnerships."

The launch comes as businesses increasingly explore agentic AI technologies. PubMatic cited research indicating that 68 per cent of European businesses believe adopting agentic technology will provide a competitive advantage.

Expansion across EMEA

Pablo Morales, Director, Advertiser Solutions, PubMatic: "This campaign proves that agentic technology is no longer a pilot concept. A global Holding Company and a Tier 1 telco have now run a fully agentic programmatic campaign in Spain, with results that outperformed on every metric. The question for the rest of the market is not whether agentic works. It is how quickly they choose to move."

Esther López, Head of Media, Telefónica: "By working with Havas and PubMatic, we have demonstrated that agentic AI can operate with the level of rigour and performance that brands require. This is not an experiment. It is the foundation of a smarter and more responsible way to invest in media. What it unlocks for the future—greater precision, less friction, and more room for the thinking that truly drives business results—is what excites us the most."

Building momentum for AI-driven media buying

AgenticOS was introduced at CES 2026 and consists of more than 20 AI agents covering areas including audience discovery, inventory curation, media activation, deal management, fee transparency and campaign insights.

The Spanish campaign follows previous AgenticOS deployments in the Netherlands and France, as PubMatic continues to expand the platform across EMEA and promote agentic AI as a practical tool for programmatic advertising.

www.pubmatic.com

www.havasmedianetwork.com

Follow Marketing Report on LinkedIn