PubMatic, a leading AI-powered digital advertising technology company, has announced a strategic partnership with Untapped Growth, a multibillion-dollar media buying collective that serves independent agencies and mid-market advertisers. This partnership will provide independent agencies with direct access to AgenticOS technology.
Through this integration, agencies within the Untapped Growth collective can deploy proprietary buyer agents directly inside PubMatic’s AgenticOS environment. These agents are capable of autonomously building and launching campaigns while tapping into PubMatic’s extensive ecosystem—including premium data partners, advanced curation tools, and billions of daily ad impressions across connected TV (CTV), mobile, and online video. The platform also utilizes high-performance GPU infrastructure to ensure speed, scalability, and reliability.
Early results from AgenticOS-driven campaigns highlight significant operational and performance gains. Agencies are seeing supply chain cost reductions of up to 40–50%, alongside a 40% increase in impressions delivered at 30% lower eCPMs. Additionally, campaign setup times have been reduced by 87%, while troubleshooting processes are 70% faster—allowing teams to shift focus from execution to strategic growth and client engagement.
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“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,” said Brendan Clifford, Co-Founder and Managing Partner at Untapped Growth.
Simplifying Campaign Execution with Agentic Workflows
The partnership offers an innovative workflow using AI technology with the help of a large language model (LLM) interface. Media buyers can now input campaign briefs in natural language and define the basic parameters of the campaign such as audience targeting, budget, and time scales.
AgenticOS processes this information to produce recommendations for audience targeting and inventory packages from top data providers and premium media environments. The campaign is then live in an instant after being approved and loading the creative assets.
The system then provides real-time performance insights and optimization signals in the agency’s existing environment. There is no longer a need to toggle between multiple dashboards, making it easier to operate. The need for manual troubleshooting is also removed.
Campaign execution is further simplified through PubMatic’s Activate solution—a native sell-side direct bidder that removes the need for intermediary integrations. With a single connection via MCP or AdCP protocols, agencies gain seamless access to billions of premium ad impressions across channels.
“Most recent agentic implementations don’t solve the fundamental supply chain problem. They simply replace manual hops with automated ones,” said Kyle Dozeman, Chief Revenue Officer, PubMatic. “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.”
“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,” adds Clifford.
Built for Scale: What Sets AgenticOS Apart
AgenticOS is built on PubMatic’s established infrastructure, which has supported buyer-publisher connections across the open internet for over two decades. This foundation enables several key differentiators that set the platform apart in the evolving programmatic landscape.
First, the platform provides access to supply with open internet scale through direct integrations with thousands of publishers and over 100,000 sites and apps. This includes access to 28 of the top 30 CTV streaming platforms, all through a single streamlined connection.
Second, AgenticOS provides integrations with over 250 data partners, allowing for real-time audience curation directly within the media buying workflow. This eliminates the requirement for additional data onboarding steps.
Third, the PubMatic platform is built on infrastructure that is specifically engineered for the demands of advertising workloads. By using NVIDIA GPUs, the company is able to provide the speed and compute necessary for complex and large-scale programmatic campaigns.
Finally, AgenticOS is designed for interoperability and ease of use. Built on open protocols such as MCP and AdCP, it allows agencies to connect through their existing systems and immediately access a suite of more than 20 agentic tools—without additional development work or technical overhead.
Advancing the Future of Independent Media Buying
This partnership is a testament to the wider shift towards agentic AI in the realm of programmatic ads—i.e., the shift towards automated systems that can be executed in intelligent and autonomous ways. For independent agencies, the introduction of AgenticOS is a major step forward and provides them with the opportunity to compete more effectively with the bigger players through speed, efficiency, and transparency.
As the digital ad landscape continues to develop and shift in the future, such a partnership ensures that independent agencies can provide improved performance while maintaining control and flexibility in an ever-automated environment.