Forty to 50 percent supply chain cost reduction. That's what PubMatic (Nasdaq: PUBM) is claiming from early AgenticOS campaigns run through its new partnership with Untapped Growth, a media buying collective representing 20 independent agencies. The press release dropped March 25, and it's loaded with the kind of numbers that make a CMO lean forward in their chair: 40% more impressions, 30% lower eCPMs, 87% faster campaign setup, 70% faster troubleshooting.
I've seen this pitch before. Let's check the receipts.
The deal, stripped down
PubMatic and Untapped Growth are giving independent agencies the ability to deploy proprietary buyer agents directly inside AgenticOS, PubMatic's agentic advertising platform launched at CES in January 2026. Agencies submit campaign briefs through an LLM-powered interface in natural language, specifying audience parameters, budget, timing, and brand safety requirements. AgenticOS returns recommended audiences and curated inventory packages. The trader approves, provides creative, and activates.
Campaigns run through PubMatic's Activate, a direct bidder built natively on the sell side that launched in 2023. The pitch: no DSP required. One connection gets you access to billions of daily impressions across CTV (including 28 of the top 30 streamers, according to PubMatic), mobile, and online video, plus 250+ data partners.
"Through this partnership with PubMatic, member agencies now have the ability to activate high-performing agent-driven campaigns at scale, delivering premium inventory with greater efficiency, and without the added operational tax," said Brendan Clifford, co-founder and managing partner at Untapped Growth, in the press release.
Kyle Dozeman, PubMatic's chief revenue officer, was more pointed: "Most recent agentic implementations don't solve the fundamental supply chain problem. They simply replace manual hops with automated ones."
That's a spicy claim from an SSP that is, let's be honest, trying to eat the DSP's lunch.
Where the numbers don't add up
Here's where my vendor scorecard gets interesting. The press release claims 40-50% supply chain cost reduction and 87% faster campaign setup from "early AgenticOS campaigns." But an Adweek report published the day before tells a different story: a third agency testing AgenticOS (not an Untapped Growth member) saw an 82% reduction in buy-side costs and close to 90% reduction in campaign setup time.
