Case Study: Movistar achieves 18% lower CPM vs target with PubMatic's AgenticOS

Movistar achieves 18% lower CPM vs target with PubMatic

PubMatic partnered with Havas Media to address challenges faced by their client Movistar, part of Telefónica Group, in Spain's CTV advertising landscape. The challenge was to execute a large-scale connected TV campaign that required hitting strict CPM targets, maximizing reach across premium inventory, and maintaining full transparency and control, all while reducing the manual complexity of traditional programmatic workflows.

The solution was implemented using PubMatic's AgenticOS, an AI operating system that used autonomous agents to plan and optimize the campaign in real time. By processing a natural language brief, the system autonomously managed inventory selection, bidding, and brand safety. This agentic approach allowed PubMatic to deliver a campaign that achieved an 18% lower CPM versus the target and increased impressions by 23%, while freeing the agency team to focus on strategy.

Movistar