PubMatic announced a partnership with Untapped Growth that will give member agencies direct access to the company’s AgenticOS platform, enabling the deployment of proprietary buyer agents and AI‑powered media buying across connected TV, mobile app, and display inventory. The collaboration builds on a December 2025 joint effort with tvScientific that focused on CTV buying power and measurement for independent agencies.
The deal is designed to broaden PubMatic’s reach into the independent agency segment, a key customer group that traditionally relies on third‑party demand platforms. By providing agencies with direct integration, PubMatic aims to increase adoption of its AI‑enabled infrastructure and capture additional transaction volume from this growing market. The partnership also positions PubMatic to strengthen its end‑to‑end platform offering, reinforcing its strategy of moving beyond a pure supply‑side platform into a comprehensive advertising ecosystem.
PubMatic’s recent financial performance underscores the strategic value of the partnership. In Q4 2025, the company reported revenue of $80.05 million, beating the consensus estimate of $75.27 million, and a GAAP net loss of $14.5 million. The earnings beat—$0.29 versus an estimate of $0.08—was largely driven by strict cost controls that allowed the company to maintain margins despite a 4 % revenue decline. PubMatic’s Q1 2026 revenue guidance of $58 million to $60 million reflects confidence in continued demand for its AI platform, and the new partnership is expected to generate incremental revenue and deepen relationships with mid‑market buyers.
Untapped Growth is a multibillion‑dollar media‑buying collective that serves a large network of independent agencies and mid‑market advertisers. While the fact‑check report does not provide exact figures for the collective’s managed spend, the partnership is expected to unlock significant transaction volume for PubMatic’s AgenticOS platform, which launched in January 2026 and has already demonstrated supply‑chain cost reductions and faster campaign setup for early adopters.
Market reaction to the announcement was muted, with no notable movement in PubMatic’s stock. However, the company’s Q4 2025 earnings had already generated a positive investor response, and the partnership is viewed as a positive step toward diversifying revenue streams and enhancing the value proposition of PubMatic’s AI‑powered platform. Brendan Clifford, Co‑Founder and Managing Partner at Untapped Growth, noted that the integration “allows agencies to prioritize strategy over operations and gain valuable speed to market.”
The partnership signals PubMatic’s continued focus on AI and CTV growth, and it helps mitigate concentration risk by expanding its customer base beyond large DSP partners. By embedding its AgenticOS platform directly into the workflows of independent agencies, PubMatic is positioning itself to capture a larger share of the growing AI‑driven media buying market and to reinforce its transition to a full‑stack advertising ecosystem.
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