PubMatic launches first head to head agentic vs legacy buying test at Cannes

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Hanna Syniavska

25.06.2026

PubMatic launches first head to head agentic vs legacy buying test at Cannes — PubMatic debuts agentic buying test

PubMatic made a major announcement at Cannes, introducing the industry’s first head to head test comparing agentic and legacy programmatic buying. The results indicate agentic approaches delivered superior outcomes over traditional methods.

Additionally, PubMatic revealed new initiatives that will bring Gracenote to its award-winning Live Sports platform, further enhancing its content capabilities. These moves underscore the company’s commitment to innovation in programmatic advertising and live sports broadcasting.

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PubMatic has recently expanded its digital video strategy through new CTV partnerships with Channel4 and Sony Pictures at Cannes Lions, as detailed in earlier announcements. The company also introduced AgenticOS and Activate at a WPP event in Tokyo to highlight AI-driven solutions for advertisers and agencies in Japan, according to previous reports. These developments reflect PubMatic's ongoing focus on technology-driven advertising solutions.

This material may contain third-party opinions, none of the data and information on this webpage constitutes investment advice according to our Disclaimer. While we adhere to strict Editorial Integrity, this post may contain references to products from our partners.

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