PubMatic and Untapped Growth Bring AI-Driven Media Buying to Independent Agencies

PubMatic has partnered with Untapped Growth to provide independent agencies with access to sophisticated “agentic” media buying tools through a direct integration with its AgenticOS platform, representing a paradigm shift in programmatic advertising. The partnership enables agencies to utilize AI-powered “buyer agent” technology to independently plan, execute, and optimize media campaigns through natural language inputs, in addition to accessing premium connected TV, mobile, and digital video supply at scale. Initial results have demonstrated significant efficiency improvements, with supply chain costs reduced by 40-50%, impressions delivered increasing by 40%, and campaign setup times accelerated by up to 87%.

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Agencies can also benefit from this move because they can bypass intermediaries and work directly with PubMatic’s platform. This will allow them to control their campaigns within a single environment. This is also a step towards democratizing access to top-notch inventory and advanced data solutions that were traditionally reserved for big players. This is a step towards a new world where advertising is changing with AI-driven automation and a simpler supply chain.

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