The programmatic supply chain has spent the past decade optimizing around distance — separating data, decisioning, and execution across multiple hops in the name of scale. Now, a growing cohort of ad tech firms is trying to reverse that architecture altogether.
On June 1, PubMatic became the latest to formalize that shift, launching its containerization layer, Decision Fabric, built on AgenticOS. The product allows partners — including inPowered, MiQ, Chalice, and SWYM — to run their own decisioning models directly within the supply path, as soon as an impression becomes available.
This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.