Equativ Launches Media Planning Agent
The Media Planning Agent transforms media briefs into actionable deal strategies, helping agencies and advertisers plan faster, execute with precision, and improve outcomes while maintaining full transparency and control.
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Equativ, the independent media platform, has announced the global launch of the Media Planning Agent, an AI co-planner embedded directly into the Maestro by Equativ platform.
Built on Equativ’s SSP infrastructure, the Media Planning Agent transforms media briefs into actionable deal strategies, helping agencies and advertisers plan faster, execute with precision, and improve outcomes while maintaining full transparency and control.
“With our Media Planning agents, traders stay fully in the driver’s seat, and the agent does the heavy lifting,” said Ben Skinazi, CMO, Equativ.
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“Our goal is clear: Empower buyers with scalable performance and efficiency, producing better work that leads to tangible outcomes, delivering campaign success, and giving them much-needed time back.”
Key Benefits for Media Buyers:
- Instant Guidance: Chat with the agent or share a brief to receive targeting guidance, audience insights, deal packaging, and activation recommendations.
- Automated Activation: Once approved, it generates and activates the most optimal PMP (Private Marketplace) configurations within the platform, aligned with the buyer’s goals.
- Advanced Meta Deals: A feature in Maestro is now elevated by the agent’s ability to automatically bundle multiple deals into one easy-to-activate PMP, leading to better opportunities for insights, optimisations and performance.
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- Optimised Performance: Analyses 400K+ sites and apps to prioritise premium supply, first-party data, and the most relevant audience segments for each campaign.
- Time Savings & Focus: Cuts up to 40% of planning time, freeing teams to focus on creativity, strategy, and client partnership.
- Transparency & Trust: Operates with neutrality, accountability, and visibility, ensuring all recommendations align with buyer goals and ethical standards.
“Unlike many AI tools that simply provide answers, our full suite of AI agents for buyers takes action while keeping decision-making human-led,” said Greg Cornuz, CPO, Equativ. “Our AI Agents are deeply embedded into the platform’s workflow, connecting briefs to enhance human expertise and eliminate repetitive work.”
Building on this foundation, Equativ is expanding its suite of AI agents to include solutions focused on optimisation, troubleshooting, and reporting—advancing its vision of an open, interoperable platform where customers and partners can integrate their own agents through open protocols such as the Ad Context Protocol (AdCP) initiative or the Agentic RTB Framework (ARTF).
