PubMatic (NASDAQ: PUBM) announced the integration of its Creative Innovation Suite into its AgenticOS platform, allowing marketers to access custom ad formats across connected TV, mobile, and other channels through a single workflow.

The integration provides access to formats including pause ads, interactive CTV ad units, and PubMatic's proprietary Click to Cart mobile experience. Creative assets are developed through partnerships with Celtra for pause ads and interactive formats, Brightline for CTV units, and KERV for AI-powered interactive video experiences.

The company said campaigns can be deployed through natural language prompts within AgenticOS. Marketers can instruct the platform to run campaigns across different formats and channels, with the system handling inventory identification, targeting, and deployment automatically.

Launch partners include Horizon Media, SlingTV, Crossmedia, and Kelly Scott Madison. The Creative Innovation Suite provides access to PubMatic's publisher network, which includes 28 of the top 30 streaming services.

"At Horizon, we're building for where the industry is going by focusing on open, interoperable ecosystems that help teams make faster, smarter decisions," said John Koenigsberg, EVP Product Partnerships at Horizon Media.

According to the company, initial campaigns run on AgenticOS showed up to 82% reductions in buy-side fees and more than 90% time savings in campaign setup. The platform operates on PubMatic's owned infrastructure using GPU architecture.

The Creative Innovation Suite is available immediately through PubMatic account representatives.