PubMatic has integrated custom CTV and mobile ad formats into its AgenticOS platform. This integration aims to unify creative, planning, buying, and measurement functionalities in a 'run-as-one' cross-screen workflow.
PubMatic is tightening more of the ad workflow inside AgenticOS, moving custom CTV and mobile formats into the same system that handles planning, buying, and measurement. That matters because it reduces the number of handoffs required to run a cross-screen campaign. For streaming and ad-tech teams, the relevant signal is whether AgenticOS can actually keep creative, execution, and measurement in one workflow across CTV and mobile rather than treating them as separate steps.
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