PubMatic deploys AI agents with Untapped Growth to automate media buying and bypass DSPs

PubMatic is deploying its AgenticOS platform, built in collaboration with Nvidia, through a new partnership with Untapped Growth, a collective of 20 independent agencies, replacing traditional programmatic campaign workflows with specialized AI agents that handle audience discovery, execution, and optimization without requiring buyers to log into multiple platforms or route through a DSP. A third agency piloting AgenticOS reported an 82% reduction in buy-side costs and nearly 90% reduction in campaign setup time, with two Untapped Growth agencies expected to go live shortly. PubMatic's sales engineering director Harry Tong, said the traditional programmatic supply chain, where buyers connect through a DSP to an SSP to publishers, is “collapsing,” with the partnership aimed at giving independent agencies access to buying capabilities and negotiated commercial terms typically reserved for larger holding companies.