PubMatic (NASDAQ: PUBM) announced the launch of Decision Fabric, a containerization layer built on its AgenticOS platform that allows partner decision-making models to operate within the programmatic advertising supply chain. The technology enables audience qualification during live auctions using real-time signals across unfiltered inventory.

Four companies will pilot the new capability: inPowered AI, MiQ, Chalice AI, and SWYM.AI. The platform runs partner algorithms inside PubMatic's auction infrastructure, allowing decision-making to occur at the moment inventory becomes available rather than after traffic filtering.

"Decision Fabric builds on our success with Activate and gives partner intelligence a native environment inside the supply path where signals are most complete," stated Rajeev Goel, co-founder and CEO of PubMatic.

The system operates on GPU-accelerated computing with AI inferencing servers designed for advertising's microsecond requirements, achieving approximately one millisecond inference latency with 85% fewer auction timeouts. PubMatic's infrastructure processes 2.7 trillion advertiser bids daily across more than 100,000 streaming channels, apps, and websites globally.

Decision Fabric uses the IAB Tech Lab's ARTF open containerization protocol, allowing partners to deploy on a standard architecture without proprietary restrictions. The platform connects to AgenticOS, which includes more than 20 autonomous agents and 1,000 AI-powered deals across discovery, deal management, and optimization functions.

Each pilot partner brings specific capabilities: inPowered AI qualifies outcomes against live bidstream signals, MiQ provides buyer-side trading intelligence, Chalice AI offers custom algorithms trained on advertiser-specific data, and SWYM.AI applies real-time inventory curation and bid optimization.

The announcement follows the ANA's December 2023 study showing working media efficiency ranges as low as 36 cents per dollar in programmatic advertising.