"AgenticOS provides a system-level layer that allows agents to plan, transact, and optimise programmatic advertising with speed, consistency, and control. PubMatic is launching AgenticOS in close partnership with a group of forward-leaning advertisers, agencies, and publishers actively engaged in testing, shaping, and deploying agent-led workflows, providing real-world validation and innovation for the next phase of AI-native advertising. Advertising is compounding across new devices and formats, hundreds of thousands of new entrant advertisers, and billions of global users, placing increasing pressure on legacy programmatic systems."
"In this environment, effective decision-making must happen continuously and coherently, without adding operational complexity or fragmentation. Meeting this opportunity requires advanced systems that can sense, learn, and adapt in real time, while giving humans greater strategic control and clarity. AgenticOS is designed to meet that moment, enabling intelligent execution without latency or operational drag. From agent innovation to an operating system With AgenticOS, advertisers define objectives, guardrails, brand-safety requirements, and creative parameters in their preferred LLM interface."
AgenticOS provides a system-level operating layer that coordinates autonomous agents to plan, transact, and optimise programmatic advertising across premium digital environments. Advertisers define objectives, guardrails, brand-safety requirements, and creative parameters through preferred LLM interfaces. PubMatic operationalises expressed intent via coordinated intelligent agents that continuously plan, execute, and optimise campaigns within defined constraints, reducing manual setup and troubleshooting. The system is engineered to sense, learn, and adapt in real time while preserving human strategic control and clarity. Launch partners include advertisers, agencies, and publishers validating agent-led workflows and advancing AI-native advertising.
Read at Exchangewire
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