London, UK – 9 March 2026 – Dutch independent agency Abovo Maxlead has activated an autonomous advertising campaign in Europe, running Connected TV (CTV) campaigns in the Netherlands through a direct integration with PubMatic (Nasdaq: PUBM). Traditional programmatic campaign management requires manual coordination, from brief to setup to optimisation. This integration removes that friction entirely, and the results are immediate: campaigns launch faster, optimise continuously, and deliver more budget to working media rather than overhead.
“In partnership with PubMatic, we are fundamentally changing how media is planned, activated, and optimised,” said Theun Eijkemans, CEO Abovo Maxlead. “The results speak for themselves – faster activation, greater transparency for clients, and a team freed to focus on the strategic work that creates real value. This is a concrete step in our long-term ‘Waste to Value’ strategy and our commitment to shaping a more intelligent media ecosystem in Europe.”
For this partnership, Abovo Maxlead’s proprietary Mediavision AI communicates directly with PubMatic’s AgenticOS, an operating system that securely connects a series of autonomous agents to the OpenRTB programmatic marketplace. Abovo Maxlead’s proprietary AI platform unifies ad campaigns, data sources, CRM, and media planning systems into a single central AI environment, forming a direct bridge to PubMatic’s AgenticOS where both agentic AI systems reinforce each other across the full programmatic buying and optimisation chain. PubMatic’s AI-powered workflows reduce setup time by up to 87% and troubleshooting time by up to 70%, freeing Abovo Maxlead’s team to focus on strategy and client relationships rather than operational execution.
This partnership follows a proven, successful blueprint. PubMatic’s first autonomous campaign in the United States, run with Butler/Till for the Geloso Beverage Group, channeled significantly more budget into premium inventory rather than intermediary costs, and drove measurable improvements in Return On Ad Spend (ROAS). The Abovo Maxlead activation brings that same model to Europe.
“This partnership shows Europe that AI innovation is ready to scale in digital advertising,” said Emma Newman, Chief Growth Officer at PubMatic. “Agencies are now able to activate intelligent, autonomous campaigns across premium inventory in real time. Faster workflows, reduced fees, and always-on optimization – this is the operational shift that programmatic has been moving toward.”
About Abovo Maxlead
Founded in 1999, Abovo Maxlead is the largest independent media agency in the Netherlands, managing media and consultancy budgets of €250 million for clients including Basic-Fit, Corendon, KFC, and Lidl. In October 2019, Abovo Media acquired online marketing agency Maxlead. The combined group employs 230 people and has been B Corp certified since June 2025. In 2026, Abovo Maxlead acquired digital agency awesome., specialists in social media, content creation, and performance marketing.
About PubMatic
PubMatic (NASDAQ: PUBM) is the leading AI-powered ad tech company delivering digital advertising performance. Through an intelligent, unified platform that connects buyers, publishers, data partners, and commerce media networks, PubMatic delivers superior performance with greater transparency, control, and efficiency.
Since 2006, PubMatic has pioneered every major advance in programmatic advertising, from enabling the first OpenRTB transactions to embedding AI-driven optimization and privacy-focused innovation across its platform. With omnichannel scale, proven reliability, and a track record of continuous innovation, PubMatic is building a more intelligent, profitable, and sustainable open internet. Built to Connect. Powered to Perform.