PubMatic and Havas have successfully executed the first agentic advertising campaign in Spain for Telefónica, achieving an 18% lower cost per mille (CPM) and exceeding impression targets by 23%. The initiative marks the first HoldCo adoption of agentic advertising in the country, combining autonomous AI with direct access to premium Connected TV (CTV) inventory to deliver measurable efficiency gains. This deployment underscores the growing adoption of agentic AI within programmatic media buying across Europe, bringing new levels of automation, transparency, and efficiency to CTV advertising.

The campaign was executed using AgenticOS, PubMatic's proprietary AI operating system that employs autonomous agents to plan, manage, and optimize campaigns in real-time through Activate, the company's direct-to-supply media buying platform. By processing a natural language brief via the Claude Large Language Model (LLM), AgenticOS converted campaign objectives into a live programmatic activation. Agents autonomously selected CTV inventory, applied frequency controls and brand safety parameters, and optimized bids in real-time, adhering to the client's specific guardrails and preferences.

Campaign Performance and Efficiency

The implementation of AgenticOS significantly reduced operational overhead, cutting setup time by up to 80% and enabling deployment within minutes while maintaining consistent standards of accuracy and transparency. The campaign ran in-stream across high-quality, brand-safe CTV environments, utilizing direct access to Spain's premium CTV publishers. Cost efficiency and reach performance improved simultaneously, demonstrating that the two metrics need not be a trade-off.

Strategic Implications and Market Context

The campaign results highlight the potential of agentic technology in the rapidly growing Spanish CTV market. According to the American Express Business Barometer, 68% of EU businesses believe adopting agentic technology will provide a competitive advantage. This activation demonstrates how agentic automation and direct inventory access at scale can meet that readiness.

Germán Becker, Digital Transformation Manager at Havas Media Network, stated that the campaign with Movistar is a clear example of how agentic AI can transform media planning and activation in CTV. He emphasized that Havas believes in solutions that bring greater control, transparency, and measurable results, noting that AgenticOS helps streamline execution across platforms and data sources.

Pablo Morales, Director, Advertiser Solutions at PubMatic, added that the campaign proves agentic technology is no longer a pilot concept. He highlighted that a global Holding Company and a Tier 1 telco have now run a fully agentic programmatic campaign in Spain with results that outperformed on every metric.

Esther López, Head of Media at Telefónica, commented that by working with Havas and PubMatic, the team demonstrated that agentic AI can operate with the level of rigour and performance that brands require. She described the initiative as the foundation of a smarter and more responsible way to invest in media, unlocking greater precision and less friction.

Technology and Expansion

AgenticOS, launched at CES in January 2026, is an operating system comprising more than 20 agents, including Audience Discovery, Inventory Marketplace and Curation, Media Activation, Deal Management, Fee Transparency, and Insights. These agents operate across PubMatic's compounding assets, which include premium inventory spanning 2,000+ publishers and 100,000+ sites and apps, and a data ecosystem of 300+ data and commerce media partners.

This Spanish activation follows the success of recent AgenticOS campaigns with Abovo Maxlead in the Netherlands and Amnet in France for its client InterBev, underscoring PubMatic's accelerating EMEA expansion and growing momentum in bringing AI-powered, agentic advertising solutions to market across the region.