Montreal, August 3, 2026 (Ad Exchanger) — End-to-end agentic ad campaigns are no longer hypothetical; they’re in market.

For publishers that have struggled to activate their first-party data, AI agents offer a more automated and bespoke approach to deal curation that wasn’t possible before.

PubMatic and Optable are both productizing this shift with agentic tech and collaborating on a new end-to-end workflow for AgenticOS, which is PubMatic’s framework for connecting buy-side and sell-side AI agents.

The integration connects Optable’s sell-side agent, which packages first-party publisher data into audiences based on a campaign brief, with PubMatic’s buyer agent, which ingests the prompts – a new role for a company that previously positioned itself as a pure-play SSP.

Until recently, agentic tech was used mainly to automate direct-sold campaigns. PubMatic has itself completed more than 1,000 such deals. But now, agentic solutions are starting to show up in curated programmatic private marketplace (PMP) deals, too, said Abbie Reichner, PubMatic’s VP of customer success.

The Optable integration has powered roughly half of the 30 or so agentic programmatic campaigns that have run through PubMatic’s platform so far.

This type of integration allows publishers to agentically curate completely new audiences tailored to specific campaigns, said Charlie Morris, VP of partnerships and data strategy at publisher ad network Mediavine.

Publishers can “unlock a data asset that’s been there but untapped for quite some time,” he said.

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