PubMatic and independent agency Butler/Till have partnered to pioneer a fully agentic AI-powered advertising campaign across Connected TV (CTV), marking a significant evolution in programmatic media execution. The initiative, executed for Geloso Beverage Group’s Clubtails brand, uses the AdCP (Ad Context Protocol) – an open standard that enables AI agents to communicate with ad systems through a unified API – to automate strategic planning, campaign setup, activation and real-time optimization based on natural language briefs submitted via Butler/Till’s preferred generative AI platform.
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This agent-driven workflow understands goals, makes the media plan, and activates premium programmatic CTV inventory. It continuously adjusts pacing, targeting, and performance without manual help. This delivers contextually aligned creative in age-appropriate, geo-targeted settings. The campaign runs on PubMatic’s Activate platform. Autonomous AI workflows can simplify operations. They cut human costs and boost efficiency in CTV media buying. This could change how agencies and brands handle large-scale video advertising strategies.