Marketecture: Get Smart. Fast.

Episode 158: Rajeev Goel Is Making Agentic Advertising a Reality

Jan 30, 2026
Guest
Rajeev Goel
Rajeev Goel, CEO of PubMatic and ad-tech leader focused on programmatic advertising and AI-enabled media transactions. He explains how agentic AI and AgenticOS can automate planning, buying, and optimization. Conversations cover collapsing the ad-tech value chain, AdCP and MCP integrations, seller agents for publishers, and how AI could shift more spend to the open web.
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INSIGHT

RTB Is Only Part Of The Puzzle

  • RTB optimizes only the atomic impression moment while planning and measurement remain manual and fragmented.
  • Rajeev Goel argues automating upstream and downstream steps unlocks major upside for digital advertising.
ANECDOTE

ClubTails: A Real Agentic Campaign

  • Butler Till used Claude connected to PubMatic's MCP and Agentic OS to plan and buy a ClubTails campaign end-to-end.
  • The trader reviewed agent recommendations, purchased via PubMatic Activate, and received ongoing reporting and optimizations.
INSIGHT

Training Agents With Real-Time Data

  • PubMatic trains agents on APIs, massive historical campaign data, and third-party data partners for real-time recommendations.
  • Rajeev highlights NVIDIA hardware and a unified architecture of infrastructure, application, and transaction for AI-enabled ad tech.
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