Dive Brief:
- PubMatic and Untapped Growth, a media collective for independent agencies, announced a partnership that gives the collective’s member agencies direct integration into AgenticOS, PubMatic’s end-to-end operating system, per a press release.
- Through the integration, Untapped Growth’s member agencies can deploy proprietary buyer agents that operate directly inside AgenticOS to create and launch campaigns with full access to PubMatic’s data partners and curation capabilities.
- AgenticOS, launched by PubMatic in January, has delivered 40% more impressions at 30% lower effective cost per mille in early campaigns, per press details. The tie-up could offer independent agencies additional leverage as consolidation at major ad-holding groups poses a threat to business.
Dive Insight:
PubMatic and Untapped Growth are attempting to help small and independent agencies streamline their programmatic campaigns through an integration with the former’s AgenticOS operating system. The move could provide a welcomed boost for independents, which face significant challenges amid the consolidation of major ad-holding groups.
With the deal, Untapped Growth’s member agencies can now activate custom buyer agencies within AgenticOS and gain access to PubMatic’s data partners along with billions of impressions across mobile, online video and premium connected TV, including 28 of the top 30 streamers, per release details. The deal also gives access to GPU infrastructure, which offers faster and more reliable performance for tasks like data analysis and real-time ad rendering.
“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,” said Brendan Clifford, co-founder and managing partner at Untapped Growth, in press details.
Advertisers leveraging the integration can now use a large language-powered interface to submit campaign briefs in natural language, and AgenticOS would return recommended audiences and curated inventory packages from top data partners and premium CTV, mobile and online video. The advertiser would approve the suggestions, provide creative and activate, and an agent would surface real-time delivery data within the agency’s own environment, eliminating the need to toggle between multiple dashboards or manually troubleshoot.
Additionally, campaigns run through PubMatic’s Activate, its direct bidder built natively on the sell side, meaning that there are no additional intermediary integrations required.
AgenticOS, which is built on PubMatic’s core infrastructure, launched in January and has since transacted over 250 agentic deals. Early AgenticOS campaigns have reduced supply chain costs by up to 50%, sped up campaign setup by 87% and led to 70% faster troubleshooting than standard workflows. By removing the friction for independent advertisers, AgenticOS could expand participation in the $67 billion global programmatic marketplace, per release details.
The consolidation of major holding groups, namely Omnicom’s $13 billion-plus acquisition of Interpublic Group in November, poses challenges for independents, particularly in the way of scale. However, some have predicted independents to be challengers, especially by positioning themselves as alternatives to sprawling, more complex networks. A number of brands have recently delegated more work to upstarts, especially in regards to creative.
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