PubMatic AI agent trials cut supply chain costs 50%, eCPM 30%
PubMatic has partnered with media buying consortium Untapped Growth to integrate its member agencies with the AgenticOS platform. The collaboration enables agencies to use proprietary buyer agents within PubMatic's advertising infrastructure to run campaigns across connected TV, mobile, and online video. Initial trials reportedly yielded a 40-50% reduction in supply chain costs, an 87% increase in campaign setup speed, and a 30% decrease in eCPM.
Key Takeaways
- Initial AgenticOS trials reduced supply chain costs by 40-50% and lowered effective cost per mille (eCPM) by 30%.
- Participating agencies also recorded an 87% increase in campaign setup speed and a 70% improvement in error troubleshooting.
- The integration allows Untapped Growth's member agencies to deploy proprietary buyer agents directly within PubMatic’s cloud infrastructure.
- PubMatic's CRO framed the move as a way to fix supply chain inefficiencies by offering a single connection point for data and premium inventory.
Why It Matters
This integration gives independent agencies automation tools for media buying directly on the supply-side. The reported 40-50% cost reduction and 30% eCPM drop provide a strong financial incentive for agencies to run their buying logic within PubMatic's infrastructure rather than through external platforms. By hosting buyer-side agents, PubMatic moves beyond a traditional SSP role, offering tools that simplify the ad supply path. This strategy could capture spend that would otherwise pass through more intermediaries, appealing to buyers focused on efficiency. Watch if these initial performance metrics hold as more Untapped Growth agencies adopt the platform.
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