Microsoft Unveils The Copilot Of Media Planning

You've heard of Copilot. Now there's "CoPlanner," a new AI-powered media planning tool Microsoft says will simplify the process for advertisers and agencies.

Like CoPilot, which Microsoft brands as "your everyday AI companion," CoPlanner leverages Microsoft's generative AI technology to turn text prompts into media planning specs and recommendations.

"It uses the power of advanced language models such as OpenAI's GPT-4 to turn free-form textual order details into structured JSON data that contains relevant information such as dates, pricing, and targeting criteria," Microsoft Director of Global Data Science and Analytics Alex Iovine explains in a blog post introducing CoPlanning going live today.

Titled, "Revolutionizing Ad Operations With Advanced AI," Iovine says, "Our ambition is for CoPlanner to set a new standard across future managed service engagements."



Once a media planner enters the parameters of ad campaign details, he says CoPlanner automatically connects to:

  • Yield Analytics: Using the YA API, CoPlanner checks whether there is enough available inventory to run the campaign. The tool also includes a feature to run multiple combinations of campaigns to test different scenarios for media planning.
  • (OMS): If the campaign is good to go, CoPlanner then prefills fields required for object creation in the order management system (OMS), saving a large amount of manual effort.

The tool enables planners and marketers to apply seasonal models to areas of inventory when there are known, seasonal business fluctuations in a publisher’s impression volume.

For example, a sports publisher like ESPN might see a huge spike once per year in late January that corresponds with the Super Bowl.

The tool then checks to determine whether there is enough available inventory to run the campaign. It aims to reduce tedious manual tasks and features options to run multiple combinations of campaigns to test different scenarios for media planning. The tool then pre-fills fields required for object creation in the order management system (OMS), saving a large amount of manual effort.

Ironically, CoPlanner is not a self-service tool, but is part of a "new standard across future managed service engagements.

Microsoft says publishers or other sell-side companies need to work with ad reps to use the tool. It is also a way to build on Microsoft’s existing forecasting product, known as "Yield Analytics."

Another feature available in CoPlanner is its ability to use large language models (LLMs) for parsing, which analyzes a sentence into its parts to describe their syntactic roles. This allows for automation in two key areas simultaneously — forecasting and campaign set-up.

Microsoft says the tool begins with an order form, brings in forecasting via Yield Analytics, and ends with a new campaign in its order management system, which sounds like CoPlanner actually an insular tool for planning media through Microsoft's platforms and not the open media universe.

"In essence, CoPlanner is a single tool that handles the entire media planning workflow," Iovine explains.

3 comments about "Microsoft Unveils The Copilot Of Media Planning".
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  1. Jim Meskauskas from Media Darwin, Inc., May 23, 2024 at 2:01 p.m.

    This is much in the way of being an AI-enhanced planning tool. It seems more like all the "automated" digital planning tools that have been put forth since Doubleclick first tried to make something like it available through DART. There have been any number of iterations from any number of other companies since. It feels more AI "hype" than "ripe."

  2. Marcelo Salup from Iffective LLC, May 23, 2024 at 4:04 p.m.

    When I was a baby and there was only television, the optimizer was invented. 85% of media poobahs derided the thing. Then 2 things happened: (1) I saw media costs in offices where we did have optimizers drop 30% and (2) we lost the Nabisco account to another agency that promised a 30% reduction in their media costs using an optimizer. I thought to myself "shiiiiit, this changes everything".

    Same thing now. 85% of poobahs will pooh-pooh it, 15% will use it to beat the crap from non-users. Technology will improve so quickly that in 2 years we will have a Lambo where we right now have a Fiat 500

  3. Ed Papazian from Media Dynamics Inc, May 23, 2024 at 5:27 p.m.

    When BBDO launched its computerized media seklection model---"Linear Programming" ---1n1961 advertisers were promised a 67% increase in the media "efficiency" of their buys as a way to promote the agency for new business purposes. Soon, all of the other large agencies joined in as a way of protecting themselves. So each had its own "model" and this  exciting new refinement was the rage of the media buzz world at the time. However, in reality, all that the computers actually did was to reallocate ad  dollars away from high CPM prime time, sports, news and other TV content into daytime and fringe evening TV because of their lower CPMs. The same thing happened with magazine buying---it was CPM all the way. Why? because there wasn't any real information about how ad campaigns worked, the interaction between media, etc.  Even t6hough we at BBDO added estimates of ad attentiveniveness and ad impact into the calculations the CPMs always were decisive.  Once they saw this advertisers quickly lost interest iand the early "media selection models" passed from the media scene.

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