PubMatic AgenticOS
@CES 2026
Objective
CES 2026 was the moment to make a statement. The launch of PubMatic AgenticOS wasn't about introducing a feature or a product add-on. It was about staking a claim on the future of programmatic advertising: the first operating system built for agent-to-agent advertising across premium digital supply. This is about infrastructure, not incremental updates. The creative mandate was equally ambitious: make AI tangible, credible, and urgent, through a bold, high-impact video and a live industry demonstration powerful enough to command the entire room’s attention.
Strategy
AgenticOS Launch Video — Built for CES
We produced the hero video specifically for the CES launch — designed as the centerpiece of the AgenticOS early access, and put it to work immediately across paid media, social, sales decks, and event presentations globally. The demand was instant: sales teams and field marketers were requesting the file directly so they could drop it into client presentations before the launch week was even over.
Full Creative Launch Suite
The video was the centerpiece, but we delivered a full campaign around it — everything needed to take AgenticOS from announcement to activation, from AgenticOS Solutions page and early access signup page, to launch email, press release, paid ad creatives, social assets for organic posts in English and Japanese, and blog posts.
Global Internal Mobilization
The whole company showed up for this one. On launch day, Co-Founder & CEO Rajeev Goel announced in global Slack channel, social posts went live across LinkedIn, X, and Facebook, and a global enablement session on January 5, 2026, brought all client-facing teams up to speed on how to talk about AgenticOS with confidence. When the entire organization is aligned on the story, the story travels further.
Impact
250+ agentic deals transacted: By Q4 earnings on February 26, 2026, over 250 agentic deals had run on PubMatic — the fastest early adoption of any product in company history.
Nearly 100 brands, agencies, and streamers: The Agentic AI Accelerator Program received unprecedented numbers of applications — a strong signal that the market was ready, and that PubMatic's positioning landed. The early access landing page, anchored by the AgenticOS video, generated 20 qualified inbound leads on launch day alone.
Industry-first campaign results: The Butler/Till × Geloso Beverage Group agentic campaign delivered an 80% reduction in buy-side costs, 40% more impressions, and 30% lower eCPMs. Numbers that now live in every sales pitch.
Global media coverage across the board: Digiday, AdAge, ExchangeWire, B&T, Marketech APAC, AI News, Mediashotz, and MarketingBörse (DE) all covered the launch — putting PubMatic at the center of the agentic advertising conversation.
Performance data now in active use globally: Campaign setup 87% faster, troubleshooting 70% faster than standard workflows — numbers that are showing up in event presentations and sales pitches around the world.
Recognition that came to us:
Rajeev Goel was named to Adweek's AI Power 50
PubMatic and AgenticOS were featured at NVIDIA GTC — otherwise known as the Super Bowl of AI
PubMatic AgenticOS at Marketecture 2026
Rajeev Goel presenting at NVIDIA GTC 2026
@Marketecture Live
In March 2026, PubMatic was invited to present at Marketecture Live — one of the more credible industry forums in ad tech, where the audience knows enough to ask hard questions. The session, titled "AdCP in Action: Let the AIs Rip," was built around three goals:
educate the market on AdCP (Ad Context Protocol);
clarify its relationship to IAB standards, and;
demonstrate AgenticOS capabilities in a live setting.
The subtext being: no other tech needed to transact via PubMatic. The creative challenge was to make that case not through a deck, but through a demo that could hold its own in front of a room full of skeptics.
How we pulled it off
Live Demo in Days, Not Weeks: Working alongside Sales, Product and UX, Creative produced a live, working demo video for the session. The timeline was tight by any standard, but the team turned it around in days, without cutting corners on quality or clarity. The demo was designed to do one thing exceptionally well: show AgenticOS in action in a way that was impossible to dismiss. Not a concept video, not a mockup — a real demonstration of what the platform could do, in real time.
Cross-Functional Collaboration: Each team brought a different lens to the same goal. Getting a live demo production-ready in that timeframe, with that level of polish, is the kind of thing that only works when everyone's pulling in the same direction. This team did exactly that.
Impact
"The demo shocked the room": Senior attendees publicly praised the session, specifically called out the team's preparation and commitment, with the demo cited as a turning point in how the industry perceived PubMatic's credibility in Agentic AI.
Marketecture named PubMatic "the leader": Among established players in Agentic AI — a designation that came directly out of the visibility and credibility earned at events like this one.
Industry education at the right moment: The session landed at a time when AdCP and agentic advertising were still being defined in the market. PubMatic didn't just show up to that conversation — it helped shape it.
