The Media Planning tool ChatGPT couldn't be
Silverpush
Year
2025
Duration
6 Months
Media planners had no dedicated tool for contextual campaign planning. They were stitching together briefs using ChatGPT, historical files, and four open tabs. Silverpush had the proprietary contextual data no generic AI tool could replicate. I designed the platform end to end, from a conversational AI brief to a per-platform forecast, across YouTube, TikTok, Meta, Programmatic Web, and CTV. Campaign execution rate improved from 72% to 84% through three post-launch iterations
Contributors
TLDR;
Media planners were building campaign targeting strategies using ChatGPT, old Excel files, and a lot of hope. Not because they wanted to, but because nothing better existed for contextual planning across multiple platforms.
Silverpush had what no one else did: proprietary contextual signal data across YouTube, TikTok, Meta, Programmatic Web, and CTV. My job was to turn that data advantage into a product planners would actually open every morning.
What started as a trending dashboard for one client became a full AI-assisted campaign planning platform in six months. It shipped. It went to sales. Campaign execution rate jumped from 72% to 84% after three post-launch iterations, each one grounded in how real planners were actually using it
The Problem
Ask a media planner how they build a campaign targeting strategy and you will hear the same story: open Reach Planner for YouTube, switch to TikTok Ads Manager for interests, dig out last quarter's campaign file, open a blank spreadsheet, and start typing.
Four tabs. No connection between them. No live data. No way to see estimated reach before committing to a direction
The team identified this not through formal research but through watching what planners were actually doing. They were using ChatGPT to generate tactic ideas, pulling from historical campaign data for context, and stitching it all together manually. Nobody designed this workflow. It was improvisation born out of necessity
The pain was real enough to drive workarounds. That is usually the clearest signal a product needs to exist
Silverpush is one of a handful of contextual targeting platforms with proprietary signal data across multiple platforms simultaneously. That data was already powering client campaigns. The gap was that planners had no way to access it before campaigns were briefed to platforms. A dedicated planning tool could change that
How This Actually Started
Project Origin
In September 2024, Etsy commissioned a "Trend Intelligence Dashboard" to track trending topics across YouTube, Meta, TikTok, and OpenWeb
The Intelligence-Action Gap
While building the dashboard, it became evident that while clients had the intelligence, they were still manually executing planning decisions in spreadsheets rather than within the tool
Actionable Design
User feedback revealed that "clickable" topic chips were not actionable. This led to a design pivot where chips were replaced with a numbered list featuring color-coded momentum indicators
Implementation
This new design was applied to the Campaign Planning Suite and backported to the original Etsy dashboard to ensure consistency and usability
Who This Was Built For
Two types of people needed this product. I used both throughout the project to pressure-test design decisions and push back when features served the product vision more than the person using it
