PubMatic

James and I are launching a new company! This time, we’re joined by two co-founders, Kyle Dozeman and Andrew Mueller , whom we’ve worked with previously at PubMatic and Martin. We’re solving a problem I’ve personally experienced – media buyer workflows and operational drag of managing buys. We’ve had dozens of conversations with Agencies and Brands in the past couple of months (thank you!) and you’ve all validated what we suspected: AI is optimizing work within the platforms, but the majority of your day is spent between the platforms – in excel sheets and pivot tables, troubleshooting spend, figuring out the cause of discrepancies between platforms and trying to put together insights for clients. Kovva takes some of this work off your plate, so you can focus on strategy and client relationships. AI Agents for media buying teams – it works where you work (Slack, Email, Teams, Zoom etc) and is integrated with all your platforms – DSPs, creative ad servers, measurement providers, verification partners and more. Allison Schiff from AdExchanger covered our launch today as well – the link is in the comments. So – if you’re a media buyer and want to talk, please reach out!

A few weeks ago, I demoed an AI agent query a deal, pull performance signals, create campaigns, and find the media-buys — all without me writing an API call, or any code. That moment made something click for me too. The agent wasn't magic. It was connected. And the protocol making that possible is called MCP — Model Context Protocol or in AdTech world it is #AdCP . #MCP is an open standard that lets AI models plug into external tools, APIs, and data sources in a structured, composable way. Think of it as the USB-C of AI integrations. one standard interface, and suddenly everything just works together. For product and engineering teams, the implications are significant: → AI stops being a chat box and starts being an operator → Workflows that once required human handoffs can be automated end-to-end → Context flows between systems without duct-tape integrations What does this look like in practice? #PubMatic is a strong example. #PubMatic platform exposes #MCP servers that allow #AI to interact directly with their ad tech infrastructure, querying deals, managing media buys, pulling signals — all through a standardised interface. Instead of building one-off scripts or internal dashboards, teams can let #AI agents drive those workflows with the right guardrails in place. That's the shift MCP enables: from AI as a tool you use → to AI as a teammate that acts. We're early. But the companies building on open protocols like #AdCP today are the ones that will move fastest when agentic #AI hits mainstream scale in #AdTech Space. Curious how others are thinking about this, are you evaluating #Agentic integrations in your stack? There are lots of things you can achieve with this protocol, i have listed only a few in my diagram #MCP #AIAgents #AdTech #ProductStrategy #GenerativeAI

EMEA NL Case Study Alert: Efficiency empowered. Performance elevated. 🚀 When KINESSO , part of Omnicom Media Group, set out to transform programmatic performance for a leading global energy brand, they turned to PubMatic ’s Activate. The results spoke for themselves — 50% higher CTR, 19.7% lower CPM, and a more transparent, efficient path to premium inventory. Special thanks to the amazing Omnicom Media team — Hessel Visser , Cas Eckhardt , Marit Kreikamp and Michiel Veugelers — for your trust in PubMatic and for making this great success story happen. And of course, to my fantastic PubMatic colleagues Vincent Moraal and Niels Stam , who drove this from our side. 🙌 Discover how direct supply activation unlocked better outcomes across every major metric 👉 https://lnkd.in/eJe2SFFg #PubMatic #OmnicomMedia #Activate #Programmatic #AdTech #Kinesso #DigitalAdvertising

I’m thrilled to announce that PubMatic Japan team launched linear tv business as a premier partner of Ad Reach Max last year, which is a programmatic buying solution offered by Nippon TV, and we are honored to be selected as one of the best partner. Linear TV is still high quality and cost effective media with covering the most population in Japan and now we support global advertisers and buyers to onboard their video campaigns across screens of linear tv, connected tv, and mobile devices in Japan market. Please feel free to reach out to us for more details!

We just completed the PubMatic Hackathon, we have 135 teams coming together and building projects in Agentic AI, Machine Learning and Software Optimizations. It is so exciting to see the range of ideas that the team has, and the energy in the teams is phenomenal! I love this team!

Excited to have joined the IAB SEA + India Commerce Media Council. The opportunity for Commerce and Retail Media growth in those markets is huge, and PubMatic is proud to be working with industry peers and customers to deliver on the potential.

I'm just having a blast doing comms for PubMatic right now. We aren't building agentic systems for the same old ecosystem, we're building for the best of what's next. From live sports to unique creative formats, I keep working on projects that use exciting tech to solve real problems for advertisers. And not just simplify them - but make the whole thing more performant, more measurable, and more cutting-edge than anything that existed before. Today's announcement is one of those moments where I genuinely felt like I was part of something, not only big, but beneficial. Full release in comments!

New Case Study Alert 🚀 Excited to reshare this great collaboration between PubMatic and Butler/Till ! Together, we explored how supply-side targeting can transform programmatic performance — especially for sensitive, condition-based campaigns in the pharma space. The results speak for themselves: stronger reach, greater efficiency, and higher audience quality 🙌 See how upstream audience decisioning made all the difference 👉 https://lnkd.in/eQ6_FyjZ #PubMatic #ButlerTill #ProgrammaticAdvertising #CaseStudy #DigitalMarketing #SupplySideCuration

Let's talk numbers for a second. 82% reduction in buy-side costs. 40% lift in impressions. Campaign setup time cut by 80%. 250+ agentic deals already transacted. Not a roadmap. Not a pilot. Real campaigns, running now. Since launching AgenticOS in January, we have seen the fastest product adoption in PubMatic's history. And in EMEA, things are moving quickly. Abovo Maxlead, the largest independent agency in the Netherlands, is running fully autonomous CTV campaigns through a direct integration with AgenticOS. Setup time down by up to 87%. Troubleshooting time down by up to 70%. Their team is spending less time on operational overhead and more time on strategy. Amnet in France has just activated the country's first agentic advertising campaign. A team went from natural language brief to live campaign in minutes, using the Claude LLM. What used to take hours now takes minutes. I know there is a lot of noise around agentic advertising right now. Acronyms everywhere. Big claims. So here is the simple version: AgenticOS connects five autonomous agents across the full campaign lifecycle, from audience discovery through to live optimisation, running on infrastructure built specifically for this, not retrofitted. And because trust matters as much as performance: every exchange is structured and logged, enabling auditability and strengthening partner trust. Agents must authenticate each exchange, access only approved datasets, and leave transparent audit trails. This was not bolted on after the fact. It has been core to how AgenticOS was built from the start. If you want to see what this looks like in practice, read the full article in the comments. Or better still, reach out to your PubMatic contact to book a demo or run a test campaign. Happy to connect you with the right person if you are not sure where to start.