KUALA LUMPUR, Dec 10 (Bernama) -- Equativ, an independent media platform, announced the global launch of its Media Planning Agent, an artificial intelligence (AI) co-planner embedded directly into the Maestro by Equativ platform.
Built on Equativ’s supply-side platform (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.
“Unlike many AI tools that simply provide answers, our agents take action while keeping human decision-making central. They enhance workflows, reduce repetitive tasks, and connect briefs directly to execution,” said Equativ Chief Product Officer, Greg Cornuz in a statement.
Meanwhile, its Chief Marketing Officer, Ben Skinazi said the company’s Media Planning agents keep traders fully in control while handling the complex tasks.
“We aim to empower buyers with scalable efficiency, enabling better results, successful campaigns, and more time to focus on strategic priorities," he said.
The agent offers instant guidance, enabling users to chat or share briefs to receive targeting advice, audience insights, deal packaging, and activation recommendations. Once approved, it can generate and activate optimal Private Marketplace (PMP) configurations aligned with campaign goals.
A unique feature allows the AI to bundle multiple deals into a single PMP, maximising insights, optimisation, and performance. The system also analyses over 400,000 sites and apps to prioritise premium supply, first-party data, and relevant audience segments.
Equativ said the Media Planning Agent can cut up to 40 per cent of planning time, allowing teams to focus on strategy, creativity, and client partnerships while maintaining transparency, accountability, and alignment with buyer goals.
Equativ plans to expand its suite of AI agents to cover optimisation, troubleshooting, and reporting, supporting an open platform that allows customers to integrate their own agents via protocols such as Ad Context Protocol (AdCP) and Agentic RTB Framework (ARTF).
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