PubMatic expands agentic advertising platform

Decision Fabric enables auction-time audience targeting

PubMatic has introduced Decision Fabric, a containerisation layer built on AgenticOS that allows partner decisioning models to operate directly within the programmatic supply path, enabling real-time audience qualification at the point of auction.

The platform launches with pilot partners inPowered AI, MiQ, Chalice AI and SWYM.AI. By running decisioning models inside PubMatic's auction infrastructure, advertisers can access live bidstream signals across the full inventory pool before traffic shaping occurs, with the aim of improving audience targeting and media efficiency.

Extending supply-side decisioning

According to the ANA's Programmatic Media Supply Chain Transparency Study, published in December 2023, working media efficiency can be as low as 36 cents on the dollar. This has contributed to growing interest among advertisers in supply-side solutions that offer greater transparency and direct inventory access.

PubMatic said Decision Fabric builds on the architecture behind Activate, its direct-to-supply media activation platform. The company has used Activate as a native bidder on the sell side, allowing decisioning to occur within the auction environment using live signals.

Rajeev Goel, Co-Founder and CEO, PubMatic: "Advertising works best when advertisers and publishers work closely together. Decision Fabric builds on our success with Activate and gives partner intelligence a native environment inside the supply path where signals are most complete, inventory scale is greatest, and AgenticOS agents are already at work. The longer partner models run here, the smarter the whole system gets, and the more value flows back to buyers and publishers alike."

AgenticOS integration

Decision Fabric enables algorithms developed by agencies, curators, demand-side platforms and specialist technology providers to run directly within PubMatic's infrastructure. Audience qualification takes place in real time as inventory becomes available.

The platform is connected to AgenticOS, PubMatic's operating system for agentic advertising. According to the company, the system includes more than 20 autonomous agents and over 1,000 AI-powered deals operating across inventory discovery, deal management and campaign optimisation.

PubMatic said the infrastructure processes approximately 2.7 trillion advertiser bids per day and supports more than 100,000 streaming channels, applications and websites globally.

Launch partners bring specialised capabilities

Each launch partner contributes a different form of decisioning technology. inPowered AI focuses on outcome-based audience qualification using live bidstream signals, while MiQ brings trading intelligence into the supply path to optimise media performance.

Chalice AI contributes advertiser-specific algorithms trained on brand outcomes data, and SWYM.AI provides inventory curation and bid optimisation technology designed to identify high-performing inventory opportunities.

Georgiana Haig, Global Strategy & Partnerships Director, MiQ: "We've always known that better signals produce better outcomes. The promise of Decision Fabric is that it gives us the ability to act on those signals at the moment they matter most right at the auction, across the full pool of available inventory. For our clients, that translates directly into campaigns that reach the right people with more of their budget channeled into media and not fees."

Industry partners outline expected benefits

PubMatic said Decision Fabric has been built using the IAB Tech Lab's ARTF open containerisation protocol, allowing partners to deploy models on a standard architecture without requiring proprietary integrations.

Peyman Nilforoush, Co-Founder and CEO, inPowered: "The containerized environments enable impression-level decisioning across the entire exchange. PubMatic’s Decision Fabric enables us to host our models on the sell-side with the strongest signals for outcomes all done prebid. Having AgenticOS operating in the same environment as our models means the whole system is working together, and that's something we haven't had anywhere else."

Adam Heimlich, CEO, Chalice AI: "Chalice builds some of the most advanced algorithms for agentic advertising in the market today. But an algorithm is only as powerful as the environment it runs in. Decision Fabric gives our models access to the full inventory pool, live signals at the moment of the auction, and an agentic infrastructure that can act on what our models surface in real time. That's what turns a great algorithm into measurably better outcomes for buyers."

Ravi Patel, CEO, SWYM.AI: "The buy side has been optimizing against a filtered view of supply for a decade. Decision Fabric flips that — our algorithms now run where the inventory actually lives, on every bid request, in the moment it matters. That’s outcome-driven bid shaping at full supply-side scale, and there’s no equivalent of it on the buy side of the fence."

www.pubmatic.com

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