Agentic AI Transforms Digital Marketing Infrastructure: A Shift to Continuous Execution and Cost Containment.

Agentic artificial intelligence is transforming digital marketing, moving from innovation labs to operational core. PubMatic's AgenticOS redefines AI as infrastructure for complex advertising systems, focusing on cost containment, consistency, and faster performance learning. This shift addresses the disproportionate increase in operational burden due to complexity in programmatic campaigns. AgenticOS enables autonomous agents to handle execution and optimisation, compressing the operational layer and reducing setup and issue-resolution time. Governance is a prerequisite for adoption, requiring formalised marketing intent in ways that machines can act on reliably.