Scope3

Next week, I'm diving into a popular conversation: how AI moves from hype to genuine human insight. Joining PTTOW! NXT, I'm looking forward to moderating their Think Tank on "Artificially Intelligent // The Power of AI to Drive Real Insights" with some of the sharpest emerging marketing leaders. What I love about the way PTTOW! curates their content is the open honesty. No vendor pitches. No buzzwords. Just practitioners sharing what's actually working (and what isn't) as they navigate the future of marketing. We're exploring the gap between AI's promise and its practical application—where the real insights come from human judgment applied to machine intelligence, not from the technology alone. What questions are you and your teams grappling with as you implement AI? Would love to hear what's top of mind before I head into these discussions. See you there Samantha Rabstein and team! #AI #Innovation #PTTOW #EmergingLeaders #MarketingInnovation

Christina Cubeta, Scope3 CMO is asking the question every marketing leader should be wrestling with coming out of the Association of National Advertisers' GLOBAL CMO GROWTH COUNCIL: How do we become genuine guardians of trust in AI? We're curious: How is your organization balancing speed with responsibility? Who's championing trust in your AI initiatives? What frameworks are actually working (not just looking good in decks)? The agentic universe is being built right now. Let's build it right.

Brand Standards keeps you safe and out of trouble. Brand Stories builds brand equity. Scope3's brand agents give you AI-powered media buying you can actually control, configured with your standards, your strategy, and your values. Brand Stories is a new capability that trains your brand agent to buy impressions based on the narratives and contexts that resonate with your audience and drive measurable brand lift. It's not just smarter targeting. It's strategic media buying at the speed of culture. Read how it works:  https://hubs.li/Q03PJz8k0

What happens when some of the world’s biggest advertisers apply sustainability to CTV buying? Chipotle Mexican Grill, General Motors, Honda, HP, Mastercard and Prudential Financial partnered with the Association of National Advertisersand Scope3 to find out. The results: - Brands hit their performance goals while spending less to get there. - Budgets were freed up for additional reach and new marketing investments. - More than **381kg of CO₂ was avoided.** This week at the ANA Masters of Marketing Conference, Scope3 CMO Christina Cubeta joins industry leaders to discuss how sustainable media strategies are reshaping marketing performance and growth. Read the full report to see the strategies behind these outcomes: https://hubs.li/Q03PpLy00 #CTV #SustainableAdvertising #Media #Scope3 #ANAMasters

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