First fully agentic campaign launches for Clubtails from Geloso Beverage Group, powered by PubMatic and executed within agency’s preferred generative AI platform
PubMatic and independent agency Butler/Till announced the launch of a fully autonomous, end-to-end agentic advertising campaign across CTV for Clubtails, a leading flavored malt beverage brand from Geloso Beverage Group.
“We are building the foundation for the next era of digital advertising. This activation with Butler/Till and Clubtails shows how agentic capabilities are already delivering real value in market,” said Kyle Dozeman, CRO, Americas, PubMatic.
Powered entirely by PubMatic’s agentic application, and launched inside Butler/Till’s preferred Gen AI environment, the campaign introduces a new operational model for media activation. The workflow uses AdCP (Ad Context Protocol), an open protocol from AgenticAdvertising.org, enabling standardized, transparent API for agent-to-system communication. Butler/Till submitted a natural language brief through Claude, Anthropic’s Gen AI platform, and PubMatic’s agents interpreted the brief, generated the media strategy, initiated campaign setup, and will continuously optimize pacing, targeting, and performance across premium programmatic supply. While the workflow originates in the agency’s chosen AI platform, the underlying intelligence and execution are driven by PubMatic’s agentic application layer, delivering true agent-led activation with real brand assets, real distribution, and real-time decisioning.
The campaign is delivering geo-targeted, premium CTV inventory through agentic workflows, pairing high-quality supply with contextually aligned creative and age-appropriate audience controls.
Marketing Technology News: Martech Interview with Aquibur Rahman, CEO of Mailmodo
“We’re very intentional about innovating on behalf of our clients,” said Scott Ensign, Chief Strategy Officer, Butler/Till. “We’ve set up an Innovation Fund that allows us to test emerging technologies early, bringing new concepts like this to clients who want to move fast. Leveraging PubMatic’s agentic services to autonomously build, activate and optimize a live campaign has the potential to materially shift how we operate.”
“PubMatic is proud to be a leader in advancing AI and agentic advertising across the ecosystem,” said Kyle Dozeman, Chief Revenue Officer, Americas, PubMatic. “From helping to shape AdCP (Ad Context Protocol) to releasing a series of autonomous agents and publishing the industry’s first specification for agent-to-agent communication in programmatic, we are building the foundation for the next era of digital advertising. This activation with Butler/Till and Clubtails shows how agentic capabilities are already delivering real value in market.”
Marketing Technology News: Beyond the Trend: How CMOs Are Using Cultural Intelligence to Lead Culture, Not Chase It
The campaign is running through PubMatic’s Activate platform which enables Agentic Buying across its premium, direct supply footprint. The agentic workflow unlocked significant operational efficiencies during discovery, planning, and activation phases, delivering an optimal media plan in seconds. This capability sits within PubMatic’s three-layer Advertising Intelligence architecture, a combination of accelerated computing, real-time signal intelligence, and an agentic application layer that is purpose-built for autonomous media. The infrastructure layer, powered by NVIDIA-accelerated computing, enables the microsecond-level inferencing, real-time stream processing, and high-throughput networking required for true agentic execution at scale. Combined with Activate’s direct supply path, the campaign also realized financial efficiencies. Full results will be released in Q1 2026.
