PubMatic and Optable's agentic AI deal already powers 30 programmatic campaigns

August 4, 2026 · AdExchanger

Abbie Reichner, PubMatic's VP of customer success, says agentic deal-making has moved beyond direct-sold campaigns into curated programmatic private marketplace deals, an area where PubMatic has already run roughly 30 agentic campaigns. Optable's sell-side agent has powered about half of those, packaging Mediavine and other publishers' first-party data into campaign-specific audiences that PubMatic's buyer agent then queries in real time under the AgenticOS framework, PubMatic's system for connecting buy-side and sell-side AI agents. Mediavine, whose ad network covers more than 18,000 publishers, already runs Optable as its data management platform, and gaming media company Livewire is testing the same integration through its Gamer.ID data asset.

Curated PMP deals built on first-party publisher data become easier to find and buy without a publisher's sales team pitching every agency individually, since Optable's audience agent exposes event-level and taxonomy-based data directly to PubMatic's buyer agent. Charlie Morris of Mediavine expects agencies to route incremental, direct-buy style budgets toward agentic activation as a way to show brands they're testing new tech, even where no dedicated AI budget exists yet. Buyers gain a faster, more automated path to publisher audiences that previously required manual tagging and deal-ID matching, and publishers like Livewire see it as a route to get categories such as gaming into more omnichannel programmatic plans.