Optable has announced the general availability of its Planner Agent, an AI-powered agentic solution designed to automate the complex and manual process of publisher advertising planning. The tool reads advertiser RFPs, interprets goals, builds audience segments, recommends inventory packages, and activates campaigns, compressing a workflow that typically takes weeks into a matter of hours while maintaining essential human-in-the-loop controls for publisher oversight.
Optable launches Planner Agent, an AI-powered agentic solution for publisher ad planning.
Automates the RFP-to-activation workflow, reducing process time from weeks to hours.
Reads RFPs, builds audience segments, recommends inventory, and activates campaigns automatically.
Built on open standards (MCP, AdCP) to ensure interoperability and publisher control.
Features human-in-the-loop review for compliance, brand safety, and final approval.
Early adopters include The Weather Company, Hearst, and Mediavine.
The traditional publisher ad planning process is notoriously slow and inefficient, involving manual coordination between sales, operations, and data teams across spreadsheets and emails. This fragmentation leads to bottlenecks, errors, and lost revenue opportunities. Planner Agent is designed to unify this workflow by acting as an intelligent automation layer that interprets campaign briefs and executes the subsequent planning steps with speed and consistency, freeing up publisher teams for higher-value strategic work.
Bosko Milekic, Chief Product Officer at Optable, positioned the tool as a fundamental shift: “Planner Agent represents our vision for how AI should work in advertising: intelligent automation that amplifies human expertise rather than replacing it. By building on open standards like AdCP, we're ensuring that publishers can participate in the agentic future on their own terms, with full transparency and control. This isn't just about making one workflow faster—it's about fundamentally reimagining how publishers can compete and scale their businesses in an AI-driven ecosystem.”
Planner Agent functions through a defined six-step process that maintains publisher oversight. It begins by ingesting and interpreting the RFP. It then generates audience and inventory recommendations based on the publisher's first-party and third-party data. The system automatically builds these audience segments within Optable. A human reviewer then approves or modifies the plan. Upon approval, the agent activates the campaign in connected supply-side platforms (SSPs) or ad servers. Finally, it facilitates reporting and optimization based on delivery data.
The launch has garnered support from major publishing partners who see it as critical infrastructure for the future. David Olesnevich of The Weather Company highlighted the importance of open standards, while Jessica Hogue of Hearst noted the tool's potential to generate stronger proposals and streamline execution. Charlie Morris of Mediavine emphasized its role in managing more campaigns without sacrificing quality or compliance standards. This endorsement underscores the tool's aim to become a new operational standard for publishers navigating an increasingly agentic advertising ecosystem.
About Optable
Optable is the Agentic Collaboration platform connecting the advertising ecosystem. Our mission is to empower publishers and their partners to securely connect and activate audience data to drive smarter, more relevant and more profitable advertising. With our Agentic Collaboration framework, Optable transforms manual, human-mediated workflows into intelligent agent-to-agent collaboration that accelerates execution, reduces complexity, and drives better outcomes. Trusted by leading publishers, platforms, and brands, Optable provides an open and interoperable foundation for secure, policy-governed data activation in the age of AI.
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