PubMatic Inc. (NASDAQ: PUBM) and Havas Media Network completed an advertising campaign for Telefónica's Movistar brand using artificial intelligence technology in Spain's Connected TV market.

The campaign utilized PubMatic's AgenticOS system, which processes campaign briefs through natural language and autonomously manages media buying decisions. The technology selected CTV inventory, applied frequency controls and brand safety parameters, and optimized bids without manual intervention.

The campaign achieved an 18% reduction in cost per mille (CPM) compared to target levels and exceeded impression targets by 23%. Setup time was reduced by up to 80% compared to traditional methods, according to the companies.

"This campaign with Movistar is a clear example of how agentic AI can transform the way we plan and activate media in CTV," said Germán Becker, Digital Transformation Manager at Havas Media Network. "AgenticOS helps us streamline execution across platforms and data sources, enabling our team to dedicate more time to strategy and client partnerships."

The AgenticOS system operates through more than 20 autonomous agents that handle functions including audience discovery, inventory marketplace operations, media activation, and deal management. The platform launched at CES in January 2026 and connects to PubMatic's network of over 2,000 publishers and 100,000 sites and apps.

"By working with Havas and PubMatic, we have demonstrated that agentic AI can operate with the level of rigour and performance that brands require," said Esther López, Head of Media at Telefónica.

This marks PubMatic's expansion of AI-powered advertising campaigns in Europe, following previous implementations in the Netherlands and France. The information is based on a press release statement from PubMatic.