Scope3's agentic AI platform aims to reimagine media buying

Scope3 has launched two new adtech platforms in a bid to drive efficient and sustainable media buying for advertising clients.

Founded in 2022, Scope3 initially offered advertisers the ability to measure their carbon footprint. It had previously focused on using artificial intelligence (AI) to make incremental improvements to decades-old infrastructure within the digital supply chains. 

Now, it is aiming to reimagine the entire media supply chain with AI at its core with the launch of Scope3’s Agentic Media platform.

The new platform helps partners build and sell agentic media products—AI-enabled media products that are efficient and sustainable by design. 

Publishers, adtechs, curators and agencies can use the platform to create agentic media products that leverage expert AI agents and custom algorithms to deliver more effective media buying for brands.

The Agentic Media platform has the following features:

• A centralised hub to create and manage agentic media products, which can connect data, expert agents, and custom algorithms across PMPs, programmatic campaigns, and direct buys.
• Access to third-party expert agents, which is integrated with industry leaders who provide specialist data and algorithms, including LiveRamp, Classify, Sy.nexus and Compliant.
• Safe and sustainable media by design helps eliminate MFA, fraud, IVT, non-brand-safe and climate-risk inventory by default.

The platform also includes proprietary Scope3 media quality data—including attention potential, problematic placement detection, and placement-level viewability—and there is no additional charge for using Scope3 data.

Amazon DSP is the first to integrate with the Scope3’s Agentic Media platform, helping its customers buy quality media at scale. 

Other companies already signed as launch distribution partners include Index Exchange, Equativ, and media.net. Several firms will also initiate pilots with Scope3 in early April, including MiQ, Elcano, and Azerion.

How AI can power better brand safety

With the current advertising ecosystem forcing brands to choose between reach and safety, Scope3 is launching Brand Standards.

Legacy brand safety tools rely on keyword lists and category blocking. Whereas Brand Standards is built on top of the company’s agentic platform to offer a supply chain protection, and custom brand definitions and control across all buying methods, whether that is open web or programmatic.

Brand Standards offers advertisers reduced false blocking, greater control over where a brand’s ads appear online, and consistency in implementing their unique safety measures. It includes:

• AI-powered decision making that can enable brands to connect expert agents to improve compliance, responsibility, and effectiveness.
• Bespoke safety and suitability protections: custom models learn from brand values, standards, and objectives to ensure all purchased media adheres to a brand’s specific needs, dramatically improving precision to increase reach and reduce risk.
• A trusted supply chain with end-to-end protection to ensure ads only flow through verified, transparent supply paths and through trusted intermediaries.
• Complete transparency for the brand, the publisher and the platform where the ad delivers, enabling them to see whether content meets or fails a brand’s standards, with clear visibility into safety and scale tradeoffs. This includes a human-in-the-loop calibration process that incorporates direct feedback from brands, publishers, and any other stakeholders, enabling the model to learn and improve over time.

Brand Standards is available now across multiple platforms from the open web to closed ecosystems. As part of the launch, Scope3 is allowing brands to build bespoke and automated standard models, while offering enhanced brand protection for advertisers on the Meta platform.

'Reimagining the ad ecosystem for the future'

Commenting on the launch, Anne Coghlan, COO and co-Founder at Scope3 said, "Scope3 has been a leader in creating solutions that help brands deliver sustainable, high-quality advertising. Now with the launch of our new platform, an industry-first, we are pioneering the era of agentic AI. Our customers are the leading media advertisers and publishers, and our work together will empower them to run brand-safe, sustainable campaigns with greater efficiency. This innovation marks a major step forward in reimagining the ad ecosystem for the future. We recognise the power of AI but also understand the responsibility we have in ensuring it is used sustainably. I am incredibly proud of our work to rearchitect how digital ads are transacted and look forward to supporting our customers on their journey to deliver both effective, safe, and sustainable growth.”

Paul-Antoine Strullu, General Manager of EMEA at Scope3 added, "At Scope3, we've seen first-hand how the advertising ecosystem struggles with quality, transparency, and environmental impact. Our new platform fundamentally reimagines media buying through advanced AI, making it simpler for brands to execute campaigns that are both effective and sustainable. This launch represents our ongoing commitment to an advertising ecosystem that works better for everyone, brands, publishers, consumers, and the planet. For our partners across EMEA, we're delivering on our promise to enable growth that is both safe and sustainable, without compromise."