PubMatic and Abovomaxlead run Europe’s first agentic CTV campaigns
Dutch independent agency Abovomaxlead has become the first European agency to run autonomous programmatic campaigns through PubMatic, activating connected TV (CTV) inventory in the Netherlands via a direct AI-to-AI integration.
How the Integration Works
Abovomaxlead’s proprietary Mediavision AI platform connects directly to PubMatic’s AgenticOS, an operating system that hooks autonomous agents into the OpenRTB programmatic marketplace. Mediavision unifies ad campaigns, data sources, CRM, and media planning into one environment. AgenticOS then handles the buying and optimisation side autonomously.
PubMatic reports that its AI-powered workflows cut campaign setup time by up to 87% and troubleshooting time by up to 70%.
The US Blueprint It Follows
This is not PubMatic’s first autonomous campaign. The same model ran in the United States with agency Butler/Till for the Geloso Beverage Group, where the approach channelled significantly more budget into premium inventory rather than intermediary costs and drove measurable improvements in return on ad spend. The Abovomaxlead activation brings that structure to Europe.
The Operator Angle
For agencies and in-house media teams watching programmatic costs, the signal here is that agentic buying is no longer a proof of concept. The setup-time reduction claims are from PubMatic, so treat them as vendor figures until independently verified. But if the Butler/Till precedent holds in a European CTV context, the budget shift from overhead to working media is the number worth tracking.
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