inPowered AI Opens DecisioningOS to Agencies, Launching with PMG

San Francisco, CA—October 5, 2026

Enabling agencies to power their SSP marketplaces with proprietary, containerized AI

inPowered AI today announced that it is opening DecisioningOS, the containerized AI decisioning platform behind its own AI-powered SSP marketplaces, to agencies, with PMG as the launch partner. DecisioningOS will also be available to publishers and curators looking to build and operate their own AI-powered marketplaces across leading SSPs.

inPowered AI originally built DecisioningOS to power its own AI-powered marketplaces across SSPs, turning proprietary data into custom algorithms that could operate directly inside SSP infrastructure and make real-time decisions about which programmatic opportunities should enter a marketplace. DecisioningOS brought that decisioning together with the infrastructure required to create, activate, optimize and measure those marketplaces across SSPs.

Now, inPowered AI is opening that same infrastructure to agencies.

DecisioningOS started as the technology we built to power our own AI-powered marketplaces across SSPs,” said Peyman Nilforoush, CEO and Co-Founder of inPowered AI. “As agencies increasingly become marketplace owners themselves, we saw an opportunity to give them the same infrastructure. They can take the proprietary data and intelligence that differentiate their businesses, turn them into proprietary algorithms and use that intelligence to build and operate AI-powered marketplaces across SSPs.

PMG will use DecisioningOS as they continue to build and manage their own AI-powered marketplaces across their SSP relationships. The firm can connect its SSP marketplace seats, create and manage deals across supply partners, activate them through the DSPs its teams already use, and bring marketplace performance across SSPs into a unified view.

PMG has built a deep repository of proprietary data and intelligence around audiences, media and client outcomes. That knowledge becomes increasingly actionable the closer we can move it to how we make decisions,” said Mary O’Brien, Head of Programmatic at PMG. “DecisioningOS gives us further infrastructure to turn that intelligence into AI-powered marketplaces across supply partners, while maintaining the flexibility to activate through the buying platforms our teams already use.

The launch comes as leading SSPs are increasingly building infrastructure that allows proprietary data, algorithms and AI decisioning to operate closer to the auction—creating the foundation for AI-powered marketplaces across the programmatic supply ecosystem.

Index pioneered containerized infrastructure on the sell side to bring proprietary intelligence directly into the exchange,” said Andrew Casale, CEO of Index Exchange. “With Index Cloud, that intelligence can operate at the point of transaction and make decisions in real time. DecisioningOS brings the decisioning infrastructure that enables agencies to build on that foundation—turning their proprietary data and intelligence into AI-powered marketplaces.

At PubMatic, Decision Fabric on AgenticOS provides a native containerized environment for partner decisioning models to operate directly inside the programmatic supply path. inPowered AI is bringing its real-time decisioning infrastructure into Decision Fabric, enabling proprietary models and intelligence to make impression-level decisions within PubMatic’s infrastructure.

AgenticOS is built to bring AI-driven intelligence directly into the programmatic supply path,” said Rajeev Goel, Co-Founder & CEO at PubMatic. “Decision Fabric provides the environment for that intelligence to operate, while DecisioningOS brings the decisioning infrastructure agencies need to turn their proprietary data and models into real-time, impression-level decisions. Together, that enables agencies to build AI-powered marketplaces around the intelligence that differentiates them.

Magnite has described this broader transformation as the supply side evolving from transaction infrastructure into intelligent execution infrastructure, where proprietary models, real-time data and business logic can evaluate individual impressions close to the auction.

Programmatic is moving beyond transaction infrastructure toward intelligent execution,” said Sean Buckley, President, Revenue & Market Strategy at Magnite. “Bringing proprietary intelligence directly into the supply path allows decisions to be made on every impression in real time. DecisioningOS builds on that infrastructure by giving agencies the decisioning layer to put their own data, models and intelligence to work across their marketplaces.

OpenX has been advancing supply-side targeting and customized media decisioning, moving intelligence upstream so data and models can shape supply before a bid is placed.

The industry is increasingly recognizing the value of moving decisioning upstream, where intelligence can shape supply before the bid rather than simply optimize after it,” said Joel Meyer, CTO at OpenX. “Giving agencies the ability to bring their own proprietary models and intelligence into that environment creates an opportunity to build more dynamic, outcome-driven marketplaces.

DecisioningOS is designed to work across this emerging SSP infrastructure while agencies maintain their direct SSP and DSP relationships and retain control of the proprietary data, algorithms and strategies powering their marketplaces.

The first generation of programmatic marketplaces was largely about packaging data, audiences and inventory,” said Nilforoush. “We believe the next generation will be AI-powered. Proprietary AI will help determine how marketplaces are built, which opportunities enter them, how they’re optimized and how performance is understood. DecisioningOS gives marketplace owners the infrastructure to build that intelligence around what makes them unique.

DecisioningOS is available to agencies, publishers and curators beginning today.

About inPowered AI

inPowered AI is the company behind DecisioningOS, the containerized AI decisioning platform for programmatic advertising. DecisioningOS enables agencies, publishers and curators to build and operate AI-powered marketplaces across SSPs using their own proprietary data and algorithms, bringing that intelligence across marketplace creation and management, real-time AI decisioning, activation, optimization and measurement. For more information, visit inpowered.ai.

About PMG

PMG is a global, independent platform company helping the world's most iconic brands unlock their potential. Powered by amazing people and our proprietary operating system, Alli, PMG turns intelligence into momentum, driving lasting business impact with tailored solutions that sit at the intersection of business, marketing, and advertising. Developed in-house, Alli gives brands the immense benefits of unified media, data, creative, and strategy within a single, scalable solution. With offices in New York, London, Dallas & Fort Worth, Austin, Atlanta, Boston, Brighton, Costa Rica, Cleveland, Düsseldorf, Mexico City, and Toronto, PMG's team is made up of more than 1,000 employees globally. The firm's work for brands like Apple, Nike, CKE Restaurants, Dropbox, Zoom, Experian, Intuit, Kohler, Sephora, Travelex, and Whole Foods has received top industry awards, including Cannes Lions and Adweek Media Plan of the Year. PMG has also received recognition as MediaPost's 2025 Independent Agency of the Year, Fast Company's Best Workplaces for Innovators, Best Workplaces for Women, and is the only company named to Ad Age's Best Places to Work 11 years in a row. For more information, visit pmg.com.

For press inquiries please contact us at press@inpowered.ai

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