Leading AI-powered ad tech company PubMatic announced its first Agentic CTV Campaign in Spain. The campaign was a big step toward the deployment of Agentic CTV Campaigns across Europe. The project also brought more automation, transparency and efficiency to Connected TV advertising. The Agentic CTV Campaign also showed how AI changes programmatic media buying at scale.
The campaign used AgenticOS, PubMatic’s proprietary AI operating system. Through Activate, PubMatic’s direct-to-supply media buying platform, the system planned, managed, and optimized campaign performance in real time. By processing a natural language brief through the Claude Large Language Model (LLM), AgenticOS transformed campaign goals into a live programmatic activation. Subsequently, autonomous agents analyzed the campaign brief and selected suitable CTV inventory.
The agents also applied frequency controls and brand safety settings. In addition, they optimized bidding strategies in real time. Throughout the process, the platform followed the client’s preferences and campaign guardrails. Consequently, the Havas team focused more on strategic planning and client outcomes. Meanwhile, AgenticOS delivered efficiency, precision, and transparency throughout campaign execution.
Agentic AI Delivers Stronger Results in Connected TV
Spain’s Connected TV market continues to expand rapidly. Furthermore, European companies increasingly recognize the value of agentic technology. According to the American Express Business Barometer, 68% of EU businesses believe agentic technology can provide a competitive advantage. This campaign highlighted the potential of combining agentic automation with direct inventory access. As a result, AgenticOS reduced campaign setup time by up to 80%. Therefore, teams deployed campaigns within minutes while maintaining accuracy and transparency. The campaign results strongly validated the approach. CPM finished 18% below target, while impressions exceeded expectations by 23%. Additionally, the campaign ran across premium and brand-safe CTV environments. The solution maintained frequency controls for individual users and provided direct access to Spain’s leading CTV publishers. Consequently, the campaign improved both cost efficiency and audience reach simultaneously.
As Germán Becker, Digital Transformation Manager at Havas Media Network, explains, “this campaign with Movistar is a clear example of how agentic AI can transform the way we plan and activate media in CTV. At Havas, we believe in solutions that bring greater control, transparency, and measurable results for our clients, and this collaboration with PubMatic clearly moves us in that direction. AgenticOS helps us streamline execution across platforms and data sources, enabling our team to dedicate more time to strategy and client partnerships.”
Pablo Morales, Director, Advertiser Solutions, PubMatic, adds “This campaign proves that agentic technology is no longer a pilot concept. A global Holding Company and a Tier 1 telco have now run a fully agentic programmatic campaign in Spain, with results that outperformed on every metric. The question for the rest of the market is not whether agentic works. It is how quickly they choose to move.”
Esther López, Head of Media, Telefónica, also commented, “By working with Havas and PubMatic, we have demonstrated that agentic AI can operate with the level of rigour and performance that brands require. This is not an experiment. It is the foundation of a smarter and more responsible way to invest in media. What it unlocks for the future—greater precision, less friction, and more room for the thinking that truly drives business results—is what excites us the most.”
PubMatic launched AgenticOS at CES in January 2026. Since then, the platform has expanded across multiple international markets. The operating system includes more than 20 specialized agents. These agents support audience discovery, inventory curation, media activation, brand safety management, budget controls, deal management, fee transparency, and campaign insights. Additionally, AgenticOS connects with partner agents, inventory providers, and data partners through existing and emerging protocols. The platform operates across PubMatic’s premium inventory network. This network spans more than 2,000 publishers and over 100,000 sites and applications. It also includes 28 of the world’s top 30 streaming platforms. Furthermore, AgenticOS leverages a data ecosystem containing more than 300 data and commerce media partners. As a result, the system continuously improves audience targeting and campaign optimization.
The platform also supports direct activation through Activate. Therefore, advertisers can execute real-time media buying without intermediaries. PubMatic powers these capabilities through its advanced infrastructure designed for accelerated computing and analytics. The Spanish campaign follows successful AgenticOS deployments with Abovo Maxlead in the Netherlands and Amnet in France for InterBev. Consequently, PubMatic continues to expand its presence across the EMEA region while accelerating the adoption of AI-powered agentic advertising solutions.
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News Source: Businesswire.com
