Chalice AI and PubMatic Partner to Advance Agentic Interoperability Across the Open Internet
Chalice AI, a platform‑agnostic AI media decisioning company, and PubMatic have announced a collaboration to enhance agentic AI interoperability across the open internet, aiming to bridge the gap between AI‑driven decision‑making and real‑time programmatic execution. Under this partnership, PubMatic has become the first independent ad tech provider to connect the Model Context Protocol (MCP) with a custom bidding agent built on the IAB Tech Lab’s Agentic Real‑Time Framework (ARTF), creating a standards‑based link that enables AI agents to operate directly within live programmatic workflows.
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This integration is powered by PubMatic’s AgenticOS, an operating system for agentic execution embedded into its infrastructure that coordinates both native and external AI agents for discovery, activation, optimisation and troubleshooting. This collaboration lets advertisers and agencies apply their custom AI decisioning inside of programmatic ad processes, with greater clarity, control, and performance harmonization due to frictionless interaction between strategic decision layers and transaction‑level execution. This reflects a broader industry movement into autonomous, accountable AI systems that can improve efficiency and performance across open web media buying.
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