BUTLER/TILL UNLOCKS GREATER EFFICIENCY AND PERFORMANCE WITH PUBMATIC AgenticOS
Butler/Till partnered with PubMatic to test the industry’s first fully autonomous, end-to-end agentic campaign for Geloso Beverage Group. Leveraging PubMatic’s AgenticOS platform, the campaign ran across premium CTV and sports inventory and was planned and executed entirely through AI-driven decisioning. The result was a campaign that delivered greater efficiency, higher impression volume, and premium supply quality while maintaining strong completion rates.
THE CHALLENGE
Butler/Till was looking to improve efficiency and performance for Geloso Beverage Group while maintaining the quality standards required for premium video campaigns.
Traditional programmatic workflows can introduce multiple intermediaries and manual steps, increase supply chain costs, and reduce the share of budget that goes toward working media. Butler/Till wanted to explore whether an agentic approach could streamline campaign execution, reduce costs, and improve performance without compromising inventory quality.
THE SOLUTION: AgenticOS
Butler/Till partnered with PubMatic to run the campaign using PubMatic AgenticOS, enabling the industry’s first fully autonomous, end-to-end agentic campaign execution. Through a direct connection between Butler/Till’s inputs and PubMatic Activate, the campaign was planned, executed, and optimized by AI agents operating entirely within PubMatic’s platform.
By collapsing traditional supply chain steps and enabling the entire transaction to occur within a single platform, more campaign spend was directed toward working media while allowing AI agents to make optimization decisions directly within the buying workflow.
PubMatic’s agentic infrastructure provided Butler/Till access to open internet supply at scale, including premium CTV and sports inventory from thousands of publishers. Running on infrastructure purpose-built for advertising workloads, AgenticOS continuously evaluated inventory availability, pricing, and campaign performance signals in real time, allowing the system to dynamically select high-quality placements at efficient pricing and optimize delivery throughout the campaign.
By combining streamlined supply paths, real-time AI decisioning, and direct access to premium inventory, the campaign delivered lower effective CPMs, higher impression volume, and strong completion rates while maintaining strict quality standards.