PubMatic streamlines CTV and mobile ad execution

PubMatic has integrated its Creative Innovation Suite into its AgenticOS platform, aiming to simplify how advertisers deploy and manage cross-screen campaigns across connected TV (CTV) and mobile environments.

The move brings together creative formats, campaign execution, and performance measurement within a single system. The company positions the integration as a way to address fragmentation across creative production, media planning, and buying.

Unifying creative and execution workflows

The Creative Innovation Suite centralises access to custom ad formats developed by partners including Celtra, BrightLine, and KERV. These formats span pause ads, interactive CTV units, and shoppable video experiences.

Campaigns are deployed and optimised through AgenticOS, allowing advertisers to manage execution across screens within a single workflow. The integration aims to reduce the need for multiple vendors while improving coordination between creative and media strategies.

Expanding access to high-impact formats

The platform enables advertisers to plan, activate, and measure campaigns using formats such as pause ads and interactive units without relying on separate systems. According to industry data, these formats play an increasing role in driving engagement, particularly in streaming environments.

John Koenigsberg, EVP Product Partnerships, Horizon Media: "At Horizon, we’re building for where the industry is going by focusing on open, interoperable ecosystems that help teams make faster, smarter decisions. Bringing custom creative and agentic deployment into a single platform is not just about efficiency, it changes how advertisers connect with people in real time. PubMatic’s Creative Innovation Suite within AgenticOS stands out because it delivers this in a practical, scalable way that drives real, measurable growth for our clients."

Connecting premium inventory and audiences

The formats are available across PubMatic’s publisher network, which includes major streaming services such as Sling TV, operated by DISH Media. This gives advertisers access to premium inventory across CTV and mobile channels.

Liam Kristinnsson, Head of Programmatic & Strategy, SlingTV / DISH Media: "Sling viewers tune in with purpose — for live sports and other premium programming, all on their terms. They deserve advertising that meets that level of intention. Having our inventory accessible through PubMatic's Creative Innovation Suite means buyers can now activate engaging, custom creative formats against our audiences that go well beyond the standard ad experience — and do it without the complexity that has historically made those formats out of reach."

Streamlining campaign execution and measurement

AgenticOS enables marketers to launch and manage campaigns using natural language prompts, automating tasks such as targeting, inventory selection, and optimisation. Performance data, including engagement and conversion metrics, is consolidated within a unified reporting environment.

Bill McLaughlin, SVP Advertiser Solutions, PubMatic: "Every agency we talk to has innovative formats on their roadmap and operational fragmentation as their reason for not executing them. The Creative Innovation Suite changes that. Custom creative, agentic deployment, unified measurement, it's all one conversation now, with one partner."

Justin Scarborough, Head of Programmatic, Crossmedia: "Audiences aren't choosing between CTV and mobile — they're on both at once, all the time. Cross-screen advertising has to reflect that reality, but the operational fragmentation across planning, creative, and buying has always made that harder than it should be. PubMatic's Creative Innovation Suite within AgenticOS is the closest thing I've seen to actually solving that. Custom formats, agentic deployment, unified measurement — through a single partner. That's what modern cross-screen execution should look like, and it hasn't existed until now."

Ashley Hutchings, VP, Head of Digital & Partnerships, Kelly Scott Madison: "At KSM, the future of programmatic isn’t fragmented - it’s intelligent, unified, and provides precision, relevant creative for every audience. The convergence of custom formats and agentic execution within a single platform marks a turning point for the industry. By removing the complexity of traditional workflows, we can build, activate, and optimize campaigns across CTV and mobile with unprecedented speed and precision. With PubMatic’s Creative Innovation Suite within AgenticOS, we’re not preparing for that future, we’re already delivering it."

Scaling agentic advertising infrastructure

The integration runs on AgenticOS infrastructure, which connects to more than 100,000 sites and apps, as well as a wide network of data partners. PubMatic reports that early campaigns using the system have reduced buy-side fees and shortened campaign setup times while improving performance against key metrics.

The development reflects ongoing efforts within the advertising sector to simplify cross-screen execution and improve transparency in media buying and measurement.

www.pubmatic.com

Follow Marketing Report on LinkedIn