Scope3 introduces AI-powered media buying to shift industry practices

Scope3 is implementing artificial intelligence (AI) in media buying, aiming to alter how advertising functions by integrating AI directly into transactions. With advancements in AI and hardware efficiency, the company proposes AI-driven media transactions as a potential new standard for digital supply chains.

The digital advertising ecosystem, particularly programmatic advertising, relies heavily on energy-intensive decision-making processes. AI, while also requiring significant resources, can process inconsistent data and learn from patterns. Scope3 is positioning AI as a means to modify the existing advertising infrastructure rather than incrementally adjusting outdated systems.

By embedding AI into media buying, Scope3 seeks to change aspects of the supply chain, removing certain inefficiencies and modifying current advertising practices.

The Agentic Media Platform

Scope3 has introduced the Agentic Media Platform, designed for partners looking to develop AI-enabled media products. The platform is intended for use by publishers, ad tech platforms, curators, and agencies to create AI-driven solutions.

Features of the Agentic Media Platform include:

• Centralized hub: A system for managing AI-based media products across advertising channels.
• Third-party AI integration: Incorporation of tools from companies such as LiveRamp, Classify, Sy.nexus, and Compliant.
• Inventory filtering: Identification and removal of fraudulent, non-brand-safe, and climate-risk inventory.
• Data insights: Access to Scope3’s media data, including placement-level viewability and problematic placement detection.

Amazon DSP has integrated with the Agentic Media Platform, allowing its customers to use the system for media transactions. Other launch partners include Index Exchange, Equativ, and media.net, with companies like MiQ, Elcano, and Azerion planning pilot programs.

Brand Standards for Ad Safety

The digital advertising industry presents challenges in balancing ad reach and safety. Traditional brand safety tools rely on keyword lists and category blocking, which do not always address supply chain complexities and transparency concerns.

Scope3 has introduced Brand Standards, a system built on its AI-powered platform that aims to modify brand safety approaches. This system includes:

• AI-powered decision-making: AI agents assist with compliance, responsibility, and ad effectiveness, with integrations such as Ebiquity’s Effective and Responsible Advertising Curriculum.
• Custom safety and suitability settings: Adaptive models based on brand values and standards.
• Supply chain verification: A process designed to track ad placements through verified pathways.
• Transparency measures: Real-time data on ad placements, with feedback mechanisms to refine the system.

Brand Standards is available across multiple platforms, including open web and closed ecosystems. The system is designed to give advertisers control over ad placements, adjust blocking mechanisms, and ensure brand safety measures are maintained. Scope3 is enabling brands to create automated and customized safety models, with specific protections available for advertisers on Meta.

Scope3 says initial partners for Brand Standards include Ebiquity, major digital publishers, leading DSPs, and multiple supply-side platforms (SSPs).