PubMatic has launched AgenticOS, a revolutionary ad-tech operating system that utilizes intelligent agents for programmatic advertising execution. Designed to automate campaign management, it allows marketers to define objectives and guidelines using natural language, streamlining processes from media buying to real-time optimization. AgenticOS features a three-layer architecture: an Infrastructure layer for speed, an Application layer for embedded intelligence, and a Transaction layer for seamless integration with PubMatic’s platforms. Early adopters, including WPP Media and Butler/Till, report significant efficiency gains, including an 87% reduction in setup time. This technology represents a paradigm shift in AI-driven advertising, enabling faster, defined campaign execution while still requiring human input for strategic decisions. As marketers adapt to this innovation, they may need to invest in new training and infrastructure. Overall, AgenticOS aims to minimize manual workflows, potentially reshaping how programmatic advertising is planned and executed in the future.
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