PubMatic and Untapped Growth partner on AI ads

PubMatic has partnered with Untapped Growth to provide independent agencies with direct access to its AgenticOS platform, aiming to streamline campaign execution and improve efficiency across programmatic advertising.

The collaboration enables agencies within the Untapped Growth collective to deploy proprietary buyer agents inside AgenticOS, giving them access to premium inventory, data partners and campaign tools through a single integration.

Faster workflows and reduced costs

Early campaigns executed through AgenticOS show supply chain cost reductions of 40 to 50 percent, alongside 40 percent more impressions at 30 percent lower eCPMs. Campaign setup times are reported to be 87 percent faster, with troubleshooting reduced by 70 percent.

Brendan Clifford, Co-Founder and Managing Partner, Untapped Growth: "Through this partnership with PubMatic, member agencies now have the ability to activate high-performing agent-driven campaigns at scale, delivering premium inventory with greater efficiency, and without the added operational tax."

The platform is designed to allow traders to input campaign briefs using a large language model interface, generating recommended audiences and curated inventory packages across connected TV, mobile and online video.

Simplifying programmatic activation

Campaigns run through PubMatic’s Activate infrastructure, enabling direct access to supply without intermediary integrations. Agencies can connect once and manage campaigns within their own environments, reducing reliance on multiple platforms.

Kyle Dozeman, Chief Revenue Officer: "Most recent agentic implementations don't solve the fundamental supply chain problem. They simply replace manual hops with automated ones. PubMatic's approach is fundamentally different. This is a single connection through AgenticOS, where a buyer agent has access to PubMatic’s full scope of data, premium inventory, and some of the most sophisticated and reliable GPU technology in the world. Now, nimbler agencies are delivering real strategic value to their clients and gaining immediate access to billions of premium daily ad impressions with no other tech vendor touching the workflow."

Brendan Clifford: "This partnership helps member agencies gain valuable speed to market which is a key differentiator for Indies. The ability to leverage PubMatic’s AgenticOS provides the speed, quality, and transparency required to create competitive advantage for their clients."

Infrastructure built for scale

AgenticOS operates on PubMatic’s core infrastructure, with direct integrations across thousands of publishers and more than 100,000 sites and apps. The platform also connects to over 250 data partners, enabling audience curation within the buying workflow.

The system runs on GPU-based infrastructure designed to handle the demands of advertising workloads, while open protocol standards allow agencies to connect without additional development or integration requirements.

Expanding access to programmatic markets

The partnership reflects a broader push to simplify access to programmatic advertising, particularly for independent and mid-sized agencies. By consolidating workflow, inventory access and data into a single system, AgenticOS aims to reduce operational barriers.

Since its launch in January, AgenticOS has supported more than 250 agent-driven deals, with close to 100 brands, agencies and streaming platforms applying to join PubMatic’s Agentic AI Acceleration Program.

www.pubmatic.com

www.untappedgrowth.co

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