NO-HEADQUARTERS / REDWOOD CITY, Calif., Sept. 30, 2026 (BUSINESS WIRE) — PubMatic (Nasdaq: PUBM), the leading AI-powered ad tech company delivering digital advertising performance, today announced that The Media Shop, one of Singapore’s leading independent media agencies, has run the first publicly-announced agentic advertising campaign to come out of Southeast Asia, and region’s first for a luxury advertiser.
Developed for a luxury watch brand, the display campaign used PubMatic’s AgenticOS platform to reach high-net-worth audiences across six Asia Pacific markets, including Australia, Hong Kong, Indonesia, Malaysia, Singapore and Thailand.
Running a luxury campaign across Asia Pacific requires agencies to coordinate audiences, platforms, and media environments across distinct markets. Using AgenticOS, PubMatic’s operating system for agent-to-agent advertising, The Media Shop brought that activation into a single workflow with access to premium,
The campaign delivered 23.8 million display impressions during its flight across the six markets. All markets overperformed The Media Shop’s CPM benchmarks, which meant efficiencies in delivering 9.1% more impressions than planned on premium site lists. On the performance front, viewability rose from 46.8% to 64.3%, an improvement of 17.5 percentage points, and rose in every market. Click-through rate climbed 10.3% over the same window¹.
The results add to growing momentum for AgenticOS globally. Across live campaigns, advertisers using AgenticOS have achieved setup-time reductions of 80% to 90%, CPMs as much as 53% below standard market benchmarks, and more than twice the qualified reach per dollar. While results vary by campaign, these outcomes demonstrate how agentic execution can reduce operational work while improving media efficiency.
“As an independent agency, our advantage has always been speed and running lean. The manual work in premium programmatic worked against that. Running this campaign agentically meant we set up in around 8 minutes instead of up to 40, and the team spent that time on strategy and the client relationship instead of coordination. For a luxury brief, where precision matters as much as speed, that changes what we can offer.”
— Jason Tan, Chief Operating Officer and Managing Partner, The Media Shop
“Asia Pacific’s fragmented media landscape has historically made premium campaigns complex and time-intensive to execute – a challenge independent agencies often feel most acutely. The Media Shop reduced setup time by approximately 80% while improving viewability and engagement across six markets. This is agentic advertising moving beyond experimentation and delivering measurable results at regional scale.”
— Genelle Hung, Country Manager Southeast Asia, PubMatic
The campaign comes as demand for programmatic advertising continues to grow across the region. In Singapore, programmatic is expected to account for 77% of digital advertising revenue by 2028, according to Statista. Yet for luxury advertisers, reaching
Agencies and advertisers interested in activating AgenticOS should contact their PubMatic account representative or visit pubmatic.com/agents.
¹ Performance data provided by client
About The Media Shop
The Media Shop (TMS) is an award-winning independent media and communications agency built on the belief that great thinking, not scale, drives the greatest impact. We partner with brands to navigate an increasingly complex media landscape through clarity, creativity, and smart use of data and technology. Our work is grounded in strategic rigour, deep platform expertise, and a relentless focus on delivering meaningful business outcomes for our clients. As an independent agency, we value agility, integrity, and entrepreneurial thinking — giving our teams the freedom to move fast, think boldly, and do work they’re proud of.
About PubMatic
PubMatic (NASDAQ: PUBM) is the leading AI-powered ad tech company delivering digital advertising performance. Through an intelligent, unified platform that connects buyers, publishers, data partners, and commerce media networks, PubMatic delivers superior performance with greater transparency, control, and efficiency. Since 2006, PubMatic has pioneered every major advance in programmatic advertising, from enabling the first OpenRTB transactions to embedding AI-driven optimization and privacy-focused innovation across its platform. With omnichannel scale, proven reliability, and a track record of continuous innovation, PubMatic is building a more intelligent, profitable, and sustainable open internet. Built to Connect. Powered to Perform.