PUBMATIC AND HAVAS MEDIA LAUNCH THE FIRST AGENTIC CTV CAMPAIGN IN SPAIN ACHIEVING 18% LOWER CPM VS TARGET
Connected TV is one of the fastest-growing segments in digital advertising, and Spain is no exception. As streaming audiences expand and programmatic pipes mature, brands and agencies face mounting pressure to do more with less. PubMatic, Havas Media and Movistar, part of Telefónica Group, came together to test a bold hypothesis: could agentic AI not only automate the mechanics of campaign execution, but actively improve performance at the same time? This campaign was built to prove it.
THE CHALLENGE
CTV campaigns at scale require real-time control across multiple dimensions: inventory quality, frequency management, brand safety, and cost efficiency. For a brand like Movistar, the stakes were correspondingly high and the brief left little room for compromise: hit CPM targets, maximise reach across Spain’s premium CTV ecosystem, and maintain full transparency on how every euro of budget was being deployed.
The complexity of meeting that standard through traditional programmatic workflows is well known. Manual effort across planning, inventory curation, trafficking, and optimisation is substantial, and it comes at a cost, both in time and in the strategic attention it pulls away from teams. The question Havas and PubMatic set out to answer was whether agentic technology could absorb that complexity entirely, without sacrificing the control and precision the client required.
THE SOLUTION: AgenticOS
The campaign was executed using AgenticOS, PubMatic’s proprietary AI operating system that uses autonomous agents to plan, manage, and optimise campaigns in real-time through Activate, PubMatic’s direct-to-supply media buying platform.
By processing a natural language brief through the Claude Large Language Model (LLM), AgenticOS converted campaign objectives into a live programmatic activation. Agents working across the platform ingested the campaign brief, autonomously selected CTV inventory, applied frequency controls and brand safety parameters, and optimised bids in real-time, all while following the client’s specific guardrails and preferences.
This process freed the Havas Media team to focus on strategy and client outcomes, while the platform delivered efficiency, precision, and full transparency across the entire campaign.