Social Rocket
The wellness brand Rouge Care had a Connected TV campaign planned and bought by AI agents. According to the company, 2026 25.000 US dollars went into the campaign in the second quarter; it generated more than 125.000 US dollars in attributable revenue. That corresponds to a reported ROAS of 5x.
The figures come from Rouge Care and the providers involved and should not be understood as an independently audited benchmark. The workflow is the most interesting part: the campaign was executed via Klever Programmatic and PubMatic's AgenticOS, with specialised agents handling different steps of the media buying.
One agent plans, another buys
Adweek describes the setup as a two-agent system for planning and buying. Klever confirms the case on its own website and cites a target ROAS of 2,5x, which was exceeded with 5x.
PubMatic describes AgenticOS as an operating system in which AI agents can plan, run and optimise campaigns, while humans set goals, guardrails and creative guidelines. In its official Q2 figures, the company reported by the end of June 2026 more than 80 fully autonomous end-to-end campaigns worldwide.
This differs from classic automation: it is not just individual bids or budgets being adjusted algorithmically, but several work steps being distributed to agents as independent tasks.
Why the case matters for media buyers
The case shows where programmatic media buying is heading. Many platforms are currently building systems in which campaigns are no longer controlled exclusively through forms and dashboards. Instead, goals are defined in natural language and then translated by agents into planning, targeting, buying and optimisation.
This fits a broader trend we already classified in our article AI in media buying: why platform automation needs control. The more systems decide for themselves, the more important independent measurement, clear guardrails and traceable attribution become.
Social platforms are moving in the same direction too. TikTok combines AI features with analytics, creative production and campaign work in its Agentic Hub and Symphony. Reddit has meanwhile opened its automated Max campaigns to all advertisers.
The 5x ROAS needs context
A high reported ROAS sounds spectacular, but on its own says little about transferability. Decisive factors include target audience, product margin, attribution, creative, duration and the question of which sales were actually caused by the campaign.
In the Rouge Care case, Adweek mentions an awareness campaign in the second quarter 2026. The brand puts the attributable revenue at more than 125.000 dollars for 25.000 dollars spent. That these figures come from the parties themselves should be taken into account when evaluating them.
For marketers, the concrete 5x figure is therefore less decisive than the operational evidence: agentic systems are not only being presented as demos, but are already in use in real CTV campaigns.
Agentic media buying moves from experiment to product
PubMatic points to further live campaigns in Europe. In June 2026 the company reported, for example, a Spanish CTV campaign with Havas and Telefónica in which AgenticOS was used; according to PubMatic, the CPM there was 18 percent below the target value.
This makes clear that the market is moving from individual AI features to complete agentic workflows. For agencies and in-house teams, the work shifts more strongly towards goal definition, data quality, approvals and control of results.