Free programmatic media planner powered by live DSP benchmarks and Bellwether-verified inventory quality.
AdLib Planner is a media planning tool built for advertising agencies to create data-backed programmatic media plans in minutes. Rather than relying on outdated industry averages, it pulls live CPM data from real AdLib DSP campaigns to power reach, frequency, and conversion forecasts. The platform includes a Site List Generator that produces campaign-ready, ads.txt-verified site lists by vertical and audience — filtering out MFA (made-for-advertising) inventory. Built by former MediaMath veterans Mike Hauptman and Dan Bougourd, AdLib Planner is the planning interface for the broader AdLib Media Group ecosystem, which includes a Meta DSP with access to 20+ enterprise demand-side platforms.
Key Features
⚡ Rapid Media Plan Generation
- Generate complete full-funnel programmatic strategies in under 5 minutes
- Paste a brief or answer questions to receive channel allocation, targeting, and creative recommendations
- Plans include reach, frequency, and conversion forecasts backed by live campaign data
📊 Live DSP Benchmarks
- Real CPM data from actual AdLib DSP campaigns — not modeled estimates or stale industry averages
- Continuously updated pricing benchmarks across channels and formats
- Trustworthy projections that agencies can confidently present to clients
🎯 Strategic Targeting & Audience Segments
- Access to 1M+ audience segments from 50+ data providers
- Industry-specific targeting powered by Oracle, LiveRamp, and Experian
- Pre-built vertical segments for automotive, finance, health, tech, CPG, and more
🛡️ Bellwether-Verified Inventory Quality
- Every placement ranked by Bellwether quality scores
- Brand safety powered by Integral Ad Science, DoubleVerify, Peer39, and JOUNCE
- Campaign-ready site lists filtered for ads.txt compliance — no MFA, no mystery inventory
📄 Pitch-Ready Exports
- One-click export to PDF, PowerPoint, and Word
- Agency-quality formatting designed to win RFPs and impress clients
- Team collaboration features with version control
📋 Site List Generator
- Input a vertical and audience to receive a curated, campaign-ready site list
- Every domain is ads.txt verified
- Pre-built lists across 23+ verticals including automotive, beauty, business, entertainment, finance, health, news, sports, tech, and travel
- Quantcast-ranked options available (top 500, 5,000, and 10,000 sites)
Business Impact
- 73% faster media plan creation compared to manual spreadsheet workflows
- 500+ media plans created on the platform to date
- $2.4 billion in media planned through AdLib Planner
- 4.9/5 agency satisfaction rating from platform users
- Enables independent agencies to produce RFP responses that compete with holding-company quality
Enterprise Features
🏢 Team & Collaboration
- Share plans across agency teams with version control
- Collaborative planning workflows for multi-planner agencies
- Team-level plan management and templates
🔗 Integrations & Ecosystem
- Part of the AdLib Meta DSP ecosystem with access to 20+ premium DSPs (Magnite, Microsoft Advertising, Moloco)
- Data partnerships with Oracle, LiveRamp, Experian, and 50+ audience providers
- Plans can flow directly into AdLib DSP campaign execution
- Export to PDF, PowerPoint, and Word for client presentations
🛡️ Quality & Brand Safety
- Bellwether inventory quality verification built into every plan
- Always-on brand safety from IAS, DoubleVerify, Peer39, and JOUNCE
- Ads.txt-verified site lists eliminate domain spoofing risk
- No MFA (made-for-advertising) inventory in curated lists
Getting Started
📋 Implementation Timeline
- Instant: Sign up for free and start creating plans immediately
- No training required — the guided interface walks planners through each step
- Team plans available for agencies needing collaboration features
💰 Investment Details
- Free forever for individual planners — no credit card required
- Team plans available for agencies needing collaboration (pricing not publicly disclosed)
- No setup fees, no training fees
- Part of the broader AdLib Media Group, which also offers managed service buying, programmatic APIs, white-labeled DSP, and automated client billing
Perfect For
- Independent agencies competing against holding companies for programmatic RFPs who need data-backed plans that look polished and professional
- Media planners who want to replace hours of spreadsheet work with live-benchmarked, export-ready plans in minutes
- In-house marketing teams evaluating programmatic channel mixes and needing accurate CPM forecasts without a DSP seat
- Agency new business teams responding to RFPs who need fast, credible programmatic proposals
Why Choose AdLib Planner?
✅ Live CPM benchmarks: Real data from active DSP campaigns, not outdated industry averages ✅ Free to use: Full planning functionality at no cost for individual planners ✅ Quality-first inventory: Bellwether-verified placements and ads.txt-compliant site lists with no MFA ✅ Built by programmatic veterans: Founded by former MediaMath leaders with deep ad tech expertise ✅ Plan-to-execution pipeline: Plans created in AdLib Planner can flow directly into AdLib DSP for campaign activation
Frequently Asked Questions
How much does AdLib Planner cost? AdLib Planner is free forever for individual planners. No credit card is required to sign up. Team plans for agencies needing collaboration features are available at undisclosed pricing.
What is the Site List Generator? The Site List Generator lets you input a vertical and audience to receive a curated, campaign-ready site list. Every domain is ads.txt verified, and the lists exclude MFA (made-for-advertising) sites. Pre-built lists cover 23+ verticals including automotive, beauty, business, entertainment, finance, health, news, sports, tech, and travel.
How does AdLib Planner compare to Bionic? Bionic is a full-suite media planning and buying platform priced at $199/user/month with a 5-user minimum. AdLib Planner is a free, programmatic-focused planning tool with live CPM benchmarks from its own DSP. Bionic covers all media channels (TV, radio, print, digital); AdLib Planner specializes in programmatic. Agencies needing omnichannel planning may prefer Bionic; those focused on winning programmatic RFPs with real benchmark data may prefer AdLib Planner.
How does AdLib Planner compare to Halliard? Halliard is a connected media planning platform with cross-channel reach and frequency forecasting across 18+ channels and agentic media buying via PubMatic MCP. AdLib Planner focuses specifically on programmatic planning with live DSP benchmarks. Halliard offers broader planning-to-execution workflows; AdLib Planner offers deeper programmatic CPM intelligence and free entry-level access.
How does AdLib Planner compare to Mediatool? Mediatool is a cloud-based media management platform for tracking spend and performance across channels. AdLib Planner is a planning-first tool focused on generating programmatic media plans with live CPM data. Mediatool is stronger on ongoing campaign management; AdLib Planner is stronger on upfront plan creation and RFP response.
Is AdLib Planner only for programmatic media? AdLib Planner is focused on programmatic media planning. For agencies needing cross-channel planning that includes traditional media (TV, radio, print, OOH), tools like Halliard, Bionic, or Strata may be more appropriate.
Who founded AdLib? AdLib Media Group was founded by Mike Hauptman (CEO) and Dan Bougourd (CTO), both long-time MediaMath employees. Mike was among the first 100 employees at MediaMath; Dan served as VP of Engineering there for 11 years. The company is bootstrapped and profitable with no VC funding.
Where are AdLib Planner’s CPM benchmarks sourced from? The benchmarks come from real, live campaigns running through the AdLib DSP — not from surveys, panels, or industry reports. This gives agencies access to current market pricing rather than outdated averages.
User Reviews & Social Proof
AdLib Planner holds a 4.7/5 rating on G2 and reports a 4.9/5 agency satisfaction rating. The broader AdLib DSP platform has served 500+ billion impressions across 250+ countries.
“AdLib Planner helped us respond to an RFP in 30 minutes that would have taken our team half a day with spreadsheets.” — Agency media planner (paraphrased from platform testimonials)
The platform is trusted by agencies working with brands including Spotify, Zillow, CNN, McDonald’s, Kohl’s, and The New York Times (via AdLib DSP campaigns).
AdLib Planner vs Alternatives
AdLib Planner vs Bionic
Bionic is a full-suite media planning and buying platform at $199/user/month. AdLib Planner is free for individual planners and specializes in programmatic with live DSP benchmarks. Bionic covers all media channels; AdLib focuses on programmatic. Choose Bionic for omnichannel agency operations; choose AdLib Planner for fast, data-backed programmatic proposals.
AdLib Planner vs Halliard
Halliard offers connected media planning with proprietary cross-channel reach and frequency across 210 DMAs and agentic media buying. AdLib Planner offers free programmatic planning with live CPM data. Halliard is broader in scope; AdLib Planner is deeper in programmatic benchmark intelligence.
AdLib Planner vs Mediatool
Mediatool is a cloud-based media management platform for spend tracking and collaboration. AdLib Planner is a planning-first tool for generating programmatic plans with live benchmarks. Mediatool is better for ongoing campaign management; AdLib Planner is better for upfront plan creation.
AdLib Planner vs MediaPlanHQ
MediaPlanHQ is a lightweight collaborative planning tool with invoice validation. AdLib Planner offers deeper programmatic intelligence with live CPM data and Bellwether quality verification. MediaPlanHQ is simpler and more general; AdLib Planner is more powerful for programmatic-specific planning.
AdLib Planner vs GaleForce Media
GaleForce Media targets regional and mid-market agencies with digital and local media buying. AdLib Planner focuses on programmatic planning with live DSP benchmarks. GaleForce is more buying-oriented; AdLib Planner is more planning-and-proposal oriented.
Recent Updates (2025–2026)
- March 2026: Launched Site List Generator — free tool producing ads.txt-verified, campaign-ready site lists by vertical and audience
- 2025: Platform surpassed $2.4 billion in media planned
- 2024: Company rebrand from AdLib DSP to AdLib Media Group with expanded product suite
- 2024: Launched AdLib Planner as standalone free media planning tool
- 2023: Pivoted to Meta DSP model after MediaMath’s collapse, unifying access to 20+ enterprise DSPs
Explore More Media Planning Tools
- Halliard — Connected media planning platform with cross-channel reach/frequency and agentic media buying
- Bionic — Full-suite media planning and buying platform with Jaime AI assistant
- Mediatool — Cloud-based media management for spend tracking and team collaboration
- MediaPlanHQ — Collaborative media planning tool with invoice validation
- GaleForce Media — Affordable media planning and buying for mid-market agencies
- Guideline — Media intelligence platform with MCP integration for campaign data
- Basis — Digital media platform for planning, buying, and analytics