NO-HEADQUARTERS / REDWOOD CITY, Calif.–(BUSINESS WIRE)–PubMatic (Nasdaq: PUBM), the leading AI-powered ad tech company delivering digital advertising performance, today announced the integration of its Creative Innovation Suite across its AgenticOS platform, giving marketers access to custom, engagement-driven ad formats across premium CTV, mobile app, and more.
“The Creative Innovation Suite changes that. Custom creative, agentic deployment, unified measurement, it's all one conversation now, with one partner.”
Today's audiences don't choose between screens. They're on CTV and mobile simultaneously, and the most effective advertising has to reach them on both, with creative built for each environment. For years, doing that meant managing separate creative vendors, media planners, and buying platforms, a fragmentation that added cost, slowed execution, and made unified measurement nearly impossible. In this integration, creative assets are built by PubMatic's creative technology partners: Celtra for pause ads and interactive formats, Brightline for advanced CTV units, and KERV for AI-powered interactive and shoppable video experiences that connect content context to commerce at the frame level. Campaigns are then deployed and optimized agentically through AgenticOS, bringing the creative sophistication the moment demands and the operational simplicity to execute it at scale in a single platform.
New Formats, Without New Complexity
Creative formats are emerging as a defining factor in CTV and mobile advertising. According to eMarketer research, pause ads are rated the most effective CTV ad format, with 51% of viewers taking action after exposure. Yet accessing these formats at scale and within the same campaign has meant assembling multiple vendors, fragmenting measurement, and absorbing compounding costs.
PubMaticâs Creative Innovation Suite solves this by providing a unified execution layer for high-impact creative formats. Rather than…