Independent agencies are getting a major upgrade. PubMatic, Untapped Growth, and tvScientific have formed a new alliance aimed at fixing one of digital advertising’s most outdated problems: a slow, fragmented, and opaque CTV supply chain. Their joint solution brings AI-driven infrastructure, direct premium inventory access, and performance-grade measurement into a single workflow that puts independent buyers on equal footing with holding companies.

The partnership offers a streamlined path to premium CTV, allowing agencies to optimize faster, measure more clearly, and scale without sacrificing their agility. It is part of a broader industry shift as CTV transforms into a performance channel rather than a branding-only medium.

A Modern Supply Chain Built for Speed

The companies are tackling a long-standing issue in programmatic advertising. Over the past two decades, layers of intermediaries accumulated across the supply path, often adding cost and friction without adding value. PubMatic argues that AI is finally creating the opportunity to rebuild the system.

PubMatic’s AI-powered infrastructure gives agencies direct access to premium CTV supply, while Untapped Growth aggregates buying power across boutique firms without minimizing their independence. tvScientific adds a performance layer that ties impression-level data to business outcomes. Together, the trio delivers a supply chain designed around speed and clarity rather than legacy toll booths.

Independent agencies working with Untapped Growth report faster access to quality CTV inventory, reduced setup drag, and better visibility into what drives campaign performance. Much of that improvement comes from real-time measurement and AI-driven optimization through PubMatic and tvScientific.

AI Agents Enter the Ad Transaction Layer

One of the most ambitious elements of the partnership is its use of agentic AI. PubMatic’s accelerated compute layer and Model Context Protocol allow AI agents to automate campaign setup, troubleshoot delivery, and handle diagnostics across systems. This approach reduces campaign troubleshooting time by up to 70 percent.

The implementation marks an early commercial use of agentic AI within the transaction layer of digital advertising. It hints at a future where AI handles the operational heavy lifting, leaving agencies free to focus on strategy and creative differentiation.

tvScientific strengthens this system by linking every impression to a measurable business outcome. That closes the loop between exposure and conversion, enabling CTV to perform like a digital performance channel rather than a broad-reach awareness tool.

Independent Agencies Gain Enterprise-Level Firepower

Level Agency, an Untapped Growth member, offers a real-world look at the partnership’s impact. The agency positions itself as a hybrid—big enough for enterprise-grade performance but small enough to deliver hands-on service. Through this collaboration, Level gains pricing power and transparency traditionally reserved for holding companies.

The consolidated supply chain allows Level to pair competitive CPMs with its high-touch strategic approach. According to Level’s leadership, brands no longer need to choose between scale and agility. The unified infrastructure helps mid-market advertisers unlock efficiencies once available only to the largest buyers.

A Growing CTV Opportunity

The timing of this partnership reflects the rapid rise of connected TV. U.S. CTV ad spend is expected to reach $33 billion in 2025, climbing nearly 16 percent year-over-year. Much of that growth is driven by independent agencies and mid-market brands expanding their budgets into premium video and performance-led CTV campaigns.

This collaboration positions PubMatic, Untapped Growth, and tvScientific at the center of that momentum. By unifying infrastructure, inventory, and measurement, the companies offer a scalable model for the next wave of CTV buyers—particularly those that value speed, transparency, and outcomes.

As the CTV market matures, the trio’s combined approach signals a shift away from consolidation as the industry’s growth engine. Instead, success is being built on expansion—empowering independent agencies with tools and technology once reserved for the largest holding groups.

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