PubMatic and Havas Launch the First Agentic CTV Campaign in Spain for Telefónica, Achieving 18% Lower CPM Vs Target
The campaign marks the first HoldCo adoption of agentic advertising in Spain, combining autonomous AI with direct access to premium CTV inventory for measurable efficiency gains
PubMatic (Nasdaq: PUBM), the leading AI-powered ad tech company delivering digital advertising performance, announces its first agentic advertising campaign in Spain, developed in partnership with Havas for client Movistar, part of Telefónica Group, a leading provider of telecommunication services. The campaign marks a key milestone in the adoption of agentic AI within programmatic media buying across Europe, bringing new levels of automation, transparency, and efficiency to Connected TV (CTV).
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 team to focus on strategy and client outcomes, while the platform delivered efficiency, precision, and full transparency across the entire campaign.
