Scope3

Before founding Scope3, Brian O'Kelley built the infrastructure of the modern internet at AppNexus, which sold to AT&T for $1.6B. Now he’s challenging the industry to build something better. In Fast Company, Brian shares how agentic AI can restore trust, value, and quality across the web, and why the internet we want is still possible if we choose to build it. Read it here: https://hubs.li/Q03P6gRr0 #AgenticAdvertising #AI #SustainableMedia #AdTech #FactCompany

“Let’s save the environment” was never going to move an industry built on KPIs. “Let’s cut out the crap” did. On AdExchangerTalks, our Co-Founder & COO, Anne Coghlan, explains how Scope3 used carbon data to expose inefficiency, and how that thinking is shaping the future of agentic advertising and sustainable AI. You’ll also get to learn a few fun facts about Anne. From her and Brian’s “bestie” origin story to what she was doing in her early work days (besides building AppNexus). 🎧 Listen to the full episode: https://hubs.li/Q03P0nyt0 #Scope3 #AgenticAdvertising #SustainableAdvertising #AdTech #AdExchanger

Something big just launched, and it could change how ads are bought and sold forever. Yesterday at Prebid.org Summit, our Co-Founder & CEO Brian O'Kelley left the audience with a question: “Why can’t every publisher be extraordinarily effective at driving user experience, monetization, and outcomes for advertisers?” That question set the stage for today’s announcement: the launch of the Ad Context Protocol (AdCP), a new open standard that enables AI agents to buy and sell ads across platforms. AdCP moves digital advertising from impression-based to outcome-based buying, opening up a future where publishers compete on quality and context, and advertisers gain unprecedented transparency and performance. It’s the infrastructure that will power agentic advertising, and the fact that it’s being built in the open is exactly why it will work. We’re proud to be one of the founding members bringing this to life. Read the full story in Digiday: https://hubs.li/Q03NMcth0 #AgenticAdvertising #AdCP #AdTech #AI #AgenticMediaBuying #Scope3 #Digiday

When our Co-Founder and COO Anne Coghlan took the stage at DMEXCO - Digital Marketing Expo & Conference 2025, she opened with a reminder from Tim Berners-Lee: “The future is still so much bigger than the past.” That thought set the tone for her keynote. Agentic AI represents more than another wave of automation. It is a fundamental shift from AI that advises to AI that acts. Intelligent agents can reason, plan, and make decisions that reflect a brand’s goals, values, and sustainability standards. We see this development as a chance to build a media ecosystem, that is not just more efficient, but fundamentally better than what’s come before. Watch Anne’s full keynote from DMEXCO for a preview into what’s next for our industry: https://hubs.li/Q03NlxBx0 #DMEXCO2025 #AgenticAI #SustainableAdvertising #AdTech #MediaTransformation #Scope3 Thank you to Koelnmesse GmbH and DMEXCO - Digital Marketing Expo & Conference for having Anne on stage!

The Scope3 team hit the ground running at Advertising Week NY this week. From early morning Strava runs with clients to insightful panels at Brand Innovators' #BISummit, our annual happy hour with partners, and a charity event supporting Harboring Hearts, we made the most of an inspiring week connecting with industry peers across the city. And there’s more great content to come — including: 💬 A fireside chat featuring Brian O'Kelley, Scope3 Co-Founder & CEO, and Rajeev Goel, PubMatic Co-Founder & CEO — coming late October 🎙️ Brian O'Kelley, Scope3 Co-Founder & CEO on the The Digital Marketeer podcast hosted by Stefanie Beach — coming October 21st 🎙️ Anne Coghlan, Scope3 Co-founder and COO on the @AdExchanger podcast hosted by Allison Schiff — coming October 14th Thank you to everyone who joined us this week.

💡 What does the rise of agentic AI really mean for marketers? Last week at RampUp: London, we explored “AI: The Rise of Agentic Technology: What It Means for Marketers” with Tim Collier, Chief Commercial Officer, Scope3, and Luke Fenney, SVP, Publishers & Platforms International, LiveRamp. 🤖 Luke posed some important questions: 👉 How do we evolve from conversational LLMs to fully fledged agents capable of acting on behalf of brands? 👉 If AI is making decisions, how do we ensure governance, accountability, and brand safety? 👉 What happens to the traditional marketing funnel when agents are driving actions, rather than humans? Agentic AI presents marketers with powerful opportunities to accelerate growth, but it also demands new ways of working, experimenting, and setting standards. The brands that start now will be best positioned for an agent-to-agent ecosystem that transforms the marketing funnel. Would you agree? 🧐 #AI #AgenticAI #MarketingInnovation #RampUpLondon

Before your final Advertising Week happy hour, hear Brian O'Kelley debate LIVE on the Ad Naseum podcast. 🎧 At 4 PM ET today Brian takes the mic alongside PMG’s Sam Bloom & Lenovo’s Santi Pochat to share their hot takes on the latest news in ad tech: - The SEC’s probe into AppLovin - HUMAN’s new IVT detection product for advertisers, not platforms - The Trade Desk’s new wrapper - Microsoft + Amazon DSPs latest partnership This is one you don’t want to miss -- catch the show on: + Youtube: https://hubs.li/Q03MW52d0 + X: https://hubs.li/Q03MW7Gp0 + Linkedin: https://hubs.li/Q03MW6820 #AdvertisingWeek #AWNY25 #Adnauseum #Podcast #AdTech #Scope3

With brand agents, advertising enters a new era. Now live on the Scope3 platform, brand agents are built by you, putting you back in control of campaign transparency, precision, and efficiency - all while driving measurable brand lift. You can design your brand agent today using powerful capabilities: ✅ Brand Stories is targeting that helps you connect with any audience to drive brand objectives using your ideal customer profile, content inclusions, brand voice, and customer interests. ✅ Brand Standards is how you define your guardrails, including brand context, target audience, content exclusions, industry concerns, and more. ✅ Media quality gives you fine-grain control to customize media quality criteria across your media buying. Ready to take the agentic leap forward and see your brand lift soar? Check out the blog and watch the video to learn how to build your brand agent. https://hubs.li/Q03Mmng60

Did you know 1,000 CTV ad impressions generate ~1,100 grams of CO₂ — the same as a load of laundry? When emissions are measured alongside performance, brands uncover waste hiding in their media plans. In one campaign, emissions dropped 41% *while* CPA improved 92%. Discover what other small changes drive big results in our joint report with the Association of National Advertisers: https://hubs.li/Q03M9j0q0 #Scope3 #Sustainability #SustainableMedia #AdTech #CTV #ANA

Agentic advertising poses a huge opportunity for brands, but the positive impacts will ripple far beyond the buy-side. It strengthens the entire ad ecosystem by: → redirecting spend toward quality publishers and trusted journalism → creating smarter alignment between brand values and media content → freeing ad ops and strategists to focus on creativity and relationships Agents cut waste, elevate media quality and improve the whole system — that’s great for advertisers, publishers, and audiences alike. Read our latest blog at the link in the comments for more on agentic advertising.