Advertisers face mounting pressure to deliver better results with fewer resources. While agentic workflows promise efficiency and automation, proof of measurable performance in live programmatic environments has been limited-until now. Chalice AI and PubMatic are collaborating to bridge this gap, advancing interoperability across emerging agentic frameworks and demonstrating how AI-driven decisioning can directly improve real-time ad performance.
Chalice AI, a platform-independent AI media decisioning company, and PubMatic, a leading AI-powered ad tech provider, have implemented a standards-based integration that connects Chalice’s agentic decisioning intelligence to PubMatic’s programmatic execution infrastructure. By combining Chalice’s Model Context Protocol (MCP) with a custom bidding agent built on the IAB Tech Lab’s Agentic Real-Time Framework (ARTF), the integration allows AI agents to operate seamlessly within live programmatic workflows.
At the heart of this capability is PubMatic’s AgenticOS, an operating system for agentic execution embedded directly into programmatic infrastructure. AgenticOS coordinates native PubMatic agents across discovery, activation, optimization, and troubleshooting, while enabling external intelligence-like Chalice AI-to plug into the same workflows. Human operators retain strategic control through defined objectives and guardrails, while AgenticOS autonomously executes and continuously optimizes campaigns in real time.
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“Agentic systems cannot scale in isolation,” said Adam Heimlich, CEO of Chalice AI. “Interoperability between decision layers and execution infrastructure is what turns automation into accountable performance. This work with PubMatic reflects a shared commitment to building infrastructure that can support agent-driven execution at scale.”
Enabling Real-Time Coordination Between Decisioning and Execution
As advertisers transition from experimental AI pilots to operational deployments, seamless coordination between planning, optimization, and live supply is critical. The Chalice AI and PubMatic integration allows buyers to apply intelligent, agent-driven decisioning directly to live programmatic inventory with full transparency, faster execution, and performance alignment across channels.
“Buyers want more control over how decisions are made programmatically, without adding complexity or slowing execution,” said Kyle Dozeman, Chief Revenue Officer of PubMatic. “This partnership with Chalice allows buyers and agencies to apply custom AI decisioning directly within PubMatic’s agentic workflows, combining Chalice’s intelligence with our native agents to drive faster activation, more precise optimization, and better outcomes across the open internet.”
By connecting decision intelligence and execution infrastructure, this collaboration sets a new standard for agentic performance in programmatic advertising, providing marketers and agencies with the tools to scale AI-driven campaigns with accountability, transparency, and measurable impact.