PubMatic (Nasdaq: PUBM), Untapped Growth, and tvScientific have announced a new partnership designed to strengthen how independent agencies buy, optimize, and measure connected TV (CTV).

By combining modern AI-driven infrastructure, direct access to premium inventory, and transparent performance measurement, the collaboration delivers a faster, more efficient, and more accountable CTV buying experience for independent agencies.

The partnership brings together PubMatic’s AI-powered infrastructure and premium supply, Untapped Growth’s collective buying power for independent agencies, and tvScientific’s patented performance TV measurement platform.

Together, the companies are building a simplified supply chain centered on clarity, outcomes, and speed, enabling independent agencies to innovate faster, optimize smarter, and compete at scale across CTV and omnichannel environments.

Over the past year, agencies within the Untapped Growth collective have expanded access to premium CTV inventory, reduced setup friction, and gained clearer performance visibility through PubMatic’s infrastructure and tvScientific’s real-time optimization and measurement capabilities.

Infrastructure That Moves at the Speed of Independent Agencies

“The programmatic supply chain was built 20 years ago, and over time, toll booths—not innovation— became the accepted business model,” said Kyle Dozeman, Chief Revenue Officer, Americas, PubMatic. “The AI revolution creates a new opportunity for fast-moving independent agencies to disrupt, and together we’re giving them the infrastructure to capitalize on it.”

Untapped Growth aggregates the buying power of boutique agencies while preserving their independence and agility. Through PubMatic, members gain direct access to premium CTV inventory from publishers such as Roku and A&E Networks, with simplified optimization powered by tvScientific’s AI.

“This partnership lets our members deliver enterprise-level performance and accountability without sacrificing the creativity, flexibility, or personal attention that define independent agencies,” said Ryan Ricci, Co-Founder of Untapped Growth.

AI Agents and the Next Leap in Speed

The collaboration represents one of the first commercial deployments of agentic AI within the digital advertising transaction layer. Powered by PubMatic’s accelerated compute infrastructure and Model Context Protocol (MCP), AI agents can now communicate directly across systems.

This enables automated campaign setup, faster diagnostics, real-time optimization, and a reduction in campaign troubleshooting time by up to 70%.

“By connecting impression-level data to real business outcomes, we’re turning CTV into a true performance channel,” said Jason Fairchild, CEO and Co-Founder of tvScientific.

Accelerating Independent Agencies With Unified Infrastructure

Level Agency, a member of Untapped Growth, exemplifies the benefits of this partnership. Positioned as a “Goldilocks” agency for mid-market and enterprise brands, Level blends enterprise-grade sophistication with independent speed and service.

By consolidating buying power, simplifying supply paths, and layering tvScientific’s measurement tools, Level is unlocking pricing efficiencies and performance transparency previously reserved for large holding companies.

“For too long, brands had to choose between scale and agility,” said Patrick Patterson, CEO of Level Agency. “This partnership proves we don’t have to compromise—combining strong CPMs, accountability, and high-touch strategy to win in CTV.”

Expanding the CTV Ecosystem

The partnership reflects a broader industry shift toward market expansion rather than consolidation. According to eMarketer, U.S. CTV ad spend is projected to reach $33 billion in 2025, growing nearly 16% year over year.

Independent agencies and mid-market brands are a driving force behind this growth. By combining PubMatic’s AI-first infrastructure, Untapped Growth’s buying collective, and tvScientific’s performance measurement, the companies are powering the next wave of scalable, profitable growth across the open internet.