AUTONOMOUS CTV IN ACTION: PUBMATIC AND ABOVOMAXLEAD DRIVE EFFICIENCY AND QUALITY
Independent Dutch agency Abovomaxlead partnered with PubMatic to activate one of Europe’s first fully autonomous, agent-to-agent advertising campaigns, running Connected TV (CTV) across the Netherlands. By connecting Abovomaxlead’s proprietary Mediavision AI directly to PubMatic’s AgenticOS, the campaign was planned, executed and continuously optimised through AI agents, with no intermediaries and no manual intervention. The result: near-perfect video completion, CPMs that came in roughly 15% below plan, and campaign setup measured in hours rather than days.
THE CHALLENGE
Abovomaxlead set out to answer a question the industry has been circling: could a fully agentic buying model not only eliminate the friction of traditional campaign setup (the manual steps, approval cycles, and delays that erode speed-to-market and budget efficiency) but actually outperform human-managed campaigns on the metrics that matter most: cost, quality, and delivery?
Using its proprietary Mediavision AI, the agency had already unified campaign data, CRM inputs, and media plan settings into a single intelligent system. The next step was connecting that environment directly to a supply-side infrastructure capable of acting on those signals in real time, autonomously, continuously, and at scale.
The ambition went beyond operational convenience. Aligned with Abovomaxlead’s ‘Waste to Value’ strategy, the goal was to prove that a fully agentic buying model could outperform human managed campaigns across every dimension: cost, speed and quality of delivery.
THE SOLUTION: AGENTICOS
Abovomaxlead partnered with PubMatic to run the campaign entirely through a direct, secure connection between Mediavision AI and PubMatic’s AgenticOS, where agents used the AdCP protocol to understand campaign goals, set up parameters, and create the campaign on Activate, PubMatic’s direct-to-supply media activation platform.
This architecture removed the need for intermediaries and manual setup steps. Instead, AI agents on both sides communicated continuously, making real-time decisions on budget allocation, inventory selection, and campaign optimisation; all within a single, closed intelligent loop.
By collapsing traditional supply chain steps into a direct buyer-to-supply path, more of every euro was directed toward working media. PubMatic’s agentic infrastructure provided Abovomaxlead with access to premium CTV inventory, evaluating pricing and performance signals in real time to dynamically select high-quality placements at efficient CPMs throughout the campaign.