PubMatic and Abovomaxlead cut CTV setup time 87%
PubMatic partnered with Dutch agency Abovomaxlead to execute an automatically managed Connected TV (CTV) advertising campaign in the Netherlands, utilizing their respective AI systems, AgenticOS and Mediavision AI. This autonomous, agent-to-agent campaign demonstrated a 97% video completion rate, a 15% lower effective CPM than planned, and an 87% reduction in campaign setup time. The project aimed to prove that an agentic buying model could surpass human-managed campaigns in efficiency and quality.
Key Takeaways
- Abovomaxlead and PubMatic ran one of Europe’s first fully autonomous, agent-to-agent CTV campaigns across the Netherlands.
- The campaign used Abovomaxlead’s Mediavision AI connected directly to PubMatic’s AgenticOS through the AdCP protocol.
- Campaign setup time fell 87%, shifting setup from days to hours.
- The CTV campaign posted a 97% video completion rate and a 15% lower effective CPM than planned.
- PubMatic created the campaign on Activate, its direct-to-supply media activation platform.
Why It Matters
The immediate signal is that an end-to-end, agent-managed CTV workflow can run without manual intervention while still delivering strong delivery metrics: 97% video completion, 15% below planned CPM, and 87% faster setup. That matters for streaming ad operations because it compresses the traditional setup and optimization loop into a direct buyer-to-supply path. The broader competitive angle is the use of PubMatic’s AgenticOS with Abovomaxlead’s Mediavision AI, showing how AI systems can coordinate across the buying and supply sides inside a closed loop. The next concrete signal to watch is whether more campaigns are launched on Activate using the same AdCP-based workflow.
Read full article at pubmatic.com
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