Optable has launched Optable Planner Agent, the first agentic ad planning tool built on open standards, designed to transform the traditionally slow and manual process of publisher ad planning from weeks to hours. The solution automates the end-to-end workflow from Request for Proposal (RFP) to audience activation, using AI to streamline collaboration across sales, data, and operations teams. Planner Agent is built on two key open protocols: the Model Context Protocol (MCP) and the Ad Context Protocol (AdCP), enabling secure, interoperable interactions between AI agents and advertising systems. This foundation ensures publishers maintain control, transparency, and compliance while leveraging automation. The tool operates through a six-step process. First, it ingests RFPs or campaign briefs and interprets objectives, target audiences, and constraints. Next, it generates audience recommendations using first-party and enriched third-party data signals. It then identifies and builds matching audience segments from available inventory. A human-in-the-loop step allows publishers to review, approve, or adjust recommendations with oversight on brand safety, compliance, and business rules. Once approved, the agent activates campaigns across configured SSPs, ad servers, or partner platforms. Finally, delivery data is analyzed for reporting and continuous optimization. Publishers have long struggled with fragmented, spreadsheet-heavy workflows that delay responses and reduce revenue potential. According to Bosko Milekic, Chief Product Officer at Optable, “Ad planning is broken—it’s too slow, too manual, and too reliant on overworked teams.” Planner Agent aims to fix that by enhancing human expertise with intelligent automation, not replacing it. Early adopters are already seeing tangible benefits. David Olesnevich, Head of Product at The Weather Company, emphasized the importance of open standards, stating that tools like Planner Agent help ensure the AI-driven future of advertising remains inclusive and transparent. Jessica Hogue, Chief Data Officer at Hearst, highlighted the tool’s ability to accelerate execution while maintaining high standards for data quality and compliance. Charlie Morris of Mediavine noted that Planner Agent enables teams to manage more campaigns without sacrificing precision or safety. By leveraging AdCP, Optable ensures that publishers can integrate Planner Agent into their existing tech stacks without vendor lock-in. The platform is designed to evolve with the industry, with more AI-driven capabilities and partnerships expected in the coming months. Optable’s mission is to create an open, agentic collaboration environment where publishers and their partners can securely connect, activate, and scale audience data for smarter, more profitable advertising. With Planner Agent, the company is setting a new benchmark for efficiency and intelligence in digital advertising.