Equativ, the independent media platform, has rolled out its Media Planning Agent, an AI co-planner embedded directly into the Maestro by Equativ platform. Designed to transform media briefs into actionable strategies, the agent promises faster planning, precision execution, and measurable campaign improvements—all while keeping buyers fully in control.
Built on Equativ’s SSP infrastructure, the agent provides agencies and advertisers with tools to plan smarter, optimize spend, and cut repetitive tasks. By analyzing over 400,000 sites and apps, it prioritizes premium inventory, first-party data, and the most relevant audience segments for each campaign.
How It Works
- Instant Guidance: Users can chat with the agent or upload a brief to get targeting recommendations, audience insights, deal packaging suggestions, and activation advice.
- Automated Activation: Approved plans are converted into the most optimal PMP (Private Marketplace) configurations within Maestro.
- Advanced Meta Deals: The agent bundles multiple deals automatically, enabling better measurement, optimization, and insights.
- Time Savings: Cuts up to 40% of planning time, freeing teams to focus on strategy, creativity, and client engagement.
- Transparency & Trust: Recommendations are neutral, accountable, and aligned with buyer goals.
Ben Skinazi, CMO at Equativ, emphasizes the human-led approach: “With our Media Planning agents, traders stay fully in the driver’s seat, and the agent does the heavy lifting… delivering campaign success and giving teams much-needed time back.”
Early adopters are already seeing the benefits. Kristina Craig, Deputy Director of Investment & Accountability at Omnicom Group, notes that the agent enhances Maestro’s Meta Deals, allowing for faster testing, learning, and smarter investment decisions.
Greg Cornuz, Equativ’s CPO, highlights the platform’s human-AI integration: “Unlike many AI tools that simply provide answers, our full suite of AI agents takes action while keeping decision-making human-led… connecting briefs to enhance human expertise and eliminate repetitive work.”
Looking ahead, Equativ plans to expand its AI agents into optimization, troubleshooting, and reporting, while supporting integrations via open protocols such as the Ad Context Protocol (AdCP) and the Agentic RTB Framework (ARTF).
Early testers like Małgorzata Waśniewska, Head of Platform Solutions at Kinesso, praise the agent for delivering smarter planning, faster operations, and sharper performance predictions, calling it a clear indicator of the future direction for MarTech and AdTech.
With the Media Planning Agent, Equativ positions itself at the forefront of AI-powered programmatic advertising, offering a blend of speed, transparency, and actionable insights to modern marketers.
