Advertisers are under pressure to deliver more with less. Agentic workflows promise efficiency, but buyers need proof that AI-driven decisioning improves measurable performance in live programmatic transactions. This collaboration makes that connection real.
Chalice AI, the platform-independent AI media decisioning company, and PubMatic (Nasdaq: PUBM), the leading AI-powered ad tech company delivering digital advertising performance, are working together to advance interoperability across emerging agentic frameworks.
PubMatic is the first independent ad tech company to connect Model Context Protocol (MCP) infrastructure with a custom bidding agent developed within the IAB Tech Lab’s Agentic Real Time Framework (ARTF), demonstrating how agent-driven decisioning and programmatic execution work together. The integration creates a standards-based bridge between agent-driven decision systems and transaction-level programmatic execution, enabling AI agents to operate directly within real-time media workflows.
The integration is powered by PubMatic’s AgenticOS, its operating system for agentic execution embedded directly into programmatic infrastructure. AgenticOS coordinates native PubMatic agents across discovery, activation, optimization, and troubleshooting, while providing an open environment where external intelligence, like Chalice’s AI decisioning, can operate with the exact same workflows. Human operators define objectives and guardrails, while AgenticOS continuously executes and optimizes across live programmatic transactions.
“Agentic systems cannot scale in isolation,” said Adam Heimlich, CEO of Chalice AI. “Interoperability between decision layers and execution infrastructure is what turns automation into accountable performance. This work with PubMatic reflects a shared commitment to building infrastructure that can support agent-driven execution at scale.”
As advertisers and agencies move from AI experimentation to operational deployment, seamless interaction between planning, optimization, and live supply becomes essential. By linking MCP and ARTF, the Chalice AI and PubMatic integration enables buyers to apply coordinated decisioning directly to live programmatic inventory and transactions with greater transparency and stronger performance alignment across the ecosystem.
“Buyers want more control over how decisions are made programmatically, without adding complexity or slowing execution,” said Kyle Dozeman, Chief Revenue Officer of PubMatic. This partnership with Chalice allows buyers and agencies to apply custom AI decisioning directly within PubMatic’s agentic workflows, combining Chalice’s intelligence with our native agents to drive faster activation, more precise optimization, and better outcomes across the open internet.”
As the industry shifts from automation to autonomy, standards-based interoperability will define which systems scale responsibly across the open internet.
About Chalice AI
Chalice AI is the leading AI platform for advertising growth. Advertisers’ custom models can be deployed in all major DSPs/SSPs, as well as Meta and YouTube. In 2024, Chalice pioneered the first containerized bidding agent in an SSP, enabling advertisers to optimize supply around their goals — bringing quality, context, and performance together in a single buying strategy. For more information, visit www.chalice.ai.
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.
To learn more, visit pubmatic.com.
Media Contact
Hollis Guerra
hollis@purposenorthamerica.com
