• by Laurie Sullivan , Yesterday

WPP Media, Butler/Till, MiQ and others today announced they are working with supply-side platform PubMatic to launch its new agentic operating system designed to drive autonomous, agent-to-agent advertising across premium digital platforms that plan, transact, and optimize programmatic advertising.

News of the OS and partnerships made today as CES gets underway this week in Las Vegas is intended to reveal and demonstrate the limitless performance opportunities from all types of AI, as the technology moves advertising into its next version.

Skyler McGill, head of video and programmatic at Wpromote, an independent marketing agency, believes the industry is witnessing the biggest transformation in programmatic since real-time bidding, and agentic media buying is at the core.

“The shift from theory to practice is happening remarkably fast, launching full campaigns through conversational AI interfaces, optimizing autonomously in real-time,” he explained.
 
Amanda Grant, executive vice president of global head of data and tech partnerships at WPP Media, added that WPP and Choreograph use agentic AI to strengthen WPP Open and Open Intelligence. “AgenticOS underscores WPP’s commitment to agile innovation and to advancing what autonomous advertising can deliver,” Grant stated, referring to the company’s tests with the OS.

PubMatic worked with independent agency Butler/Till and Geloso Beverage Group’s Clubtails in December to run an early agentic campaign on AgenticOS.

Guided by natural-language input through Anthropic’s Claude AI assistant, PubMatic AgenticOS autonomously recommended campaign tactics, executed media buys, and optimized performance in real time within predefined parameters.

This automation allowed the agency team to focus on higher-value strategic planning, creative development, and measurement, while the platform handled continuous execution and optimization.

The list of companies offering agentic OS infrastructures continues to get longer, including, but not limited to Google, Microsoft, IBM, PwC, Stagwell, and Intuit.

Advertisements have begun to serve on new types of formats and devices, and will soon become available on wearable displays from Google, Meta Platform, and possibly like the one launched today from Xreal, which focuses on augmented reality and AI.

These types of wearable displays, along with hundreds of thousands of new advertisers, and billions of global users are placing increasing pressure on legacy programmatic systems.

The ad industry now requires advanced systems that can sense, learn, adapt in real time, while giving marketers greater control of campaigns through data, and consumers more clarity on products and services the brands sell.

AgenticOS, the result of PubMatic’s multi-year investment in agentic AI and interoperability, lets advertisers define objectives, guardrails, brand-safety requirements, and creative parameters in their preferred large language model (LLM) interface, according to PubMatic’s announcement.

The platform then relies on intent signals through a set of intelligent agents that plan, execute, and optimize campaigns continuously within those defined guardrails.

Supporting adoption, PubMatic also launched the Agentic AI Acceleration Program, a initiative designed to help advertisers, agencies, publishers, and partners move from early testing to live agentic workflows within weeks. The program emphasizes execution, governance, and measurable outcomes, supporting in-market deployments throughout Q1 2026.