PubMatic has launched AgenticOS, a system that integrates agentic artificial intelligence into the digital marketing infrastructure. ## Efficiency and cost reduction AgenticOS aims to optimize advertising campaigns through AI agents that operate within user-defined objectives and parameters. Early tests show an 87% reduction in campaign setup times and a 70% reduction in issue resolution. This translates into lower operating costs and an increased ability for marketing teams to manage more campaigns simultaneously. ## Improved decision-making The system promises faster and more consistent decisions, overcoming the limitations of human reporting cycles. Agentic AI enables real-time optimizations, resulting in improvements in campaign effectiveness and budget utilization. Banks can define objectives, constraints, and success criteria, shifting the focus from troubleshooting to strategic planning. ## Governance and security AgenticOS operates in compliance with advertiser objectives, brand safety rules, and creative parameters. Widespread adoption of agentic AI requires governance to be integrated at the system level. Companies must codify their marketing intentions, define performance priorities, establish brand constraints, and escalation thresholds. ## Future outlook Over the next two years, agentic AI will become a standard in programmatic advertising, with a focus on intent modeling and agent coordination. Marketing teams will become smaller and manage larger, more complex portfolios, spending more time on strategic planning. Vendors of system-level agentic platforms will be able to deliver a high return on investment. ## Practical advice Companies should consider AgenticOS and similar platforms as infrastructure investments. Pilot programs should focus on high-volume, rules-based campaigns where efficiency gains are easier to measure. Success can be evaluated based on performance metrics and time saved. The precise definition of objectives and constraints is essential for the effective operation of autonomous systems.