How Brand Agents Gave BridgeFund & Draft Digital Full Control Over Brand Suitability

+22% increase in investment on brand-suitable media

"With this approach, we could much more precisely determine where our ads should or should not appear. That gave us more control and noticeably better results."

~Mark Hoekx, Performance Marketer, Draft Digita

The Challenge

BridgeFund connects entrepreneurs who want to invest with other entrepreneurs without relying on banks. Their entire value proposition rests on transparency, speed, and trust. But their programmatic campaigns told a different story.

Running predominantly open market strategies with no ad verification, BridgeFund's ads were appearing next to exactly the wrong content: economic crisis articles, stories about financial fraud, predatory lending scandals—environments that directly contradicted their brand promise. For a lending platform built on trust, every misplaced impression wasn't just wasted spend; it undermined brand equity.

Draft Digital, their agency, knew traditional keyword blocklists wouldn't solve this. Blocking terms like "economic" or "crisis" would eliminate legitimate business content. They needed a solution that understood context, not just keywords—one that could maintain brand control at scale without over-blocking quality inventory.

The Solution

Draft Digital built a brand agent with Scope3 Brand Standards to run on Google's DV360, replacing blunt keyword blocking with an LLM-powered agent that understood which contexts to exclude based on brand preferences.

Working with BridgeFund, Draft Digital developed bespoke brand suitability requirements. Brand Standards isn't designed to block keywords; it's designed to understand context with nuance. As examples, BridgeFund's brand agent differentiated between:

• "Economic recession threatens small businesses" → EXCLUDE (crisis framing, vulnerability narrative)
• "Entrepreneurs seek alternative financing amid changing economy" → APPROVE (opportunity framing, entrepreneurial context)

This level of contextual intelligence gave BridgeFund precise control over brand suitability—protecting brand equity without over-blocking quality business content.

Beyond this nuanced understanding of economic content, the brand agent also filtered:

• Financial fraud, predatory lending, economic collapse stories
• Violence, war, death, sexually explicit material
• Economic crises or negative policies targeting vulnerable audiences
• Low-quality MFA sites, puzzle/gaming/radio sites
• Invalid traffic and brand safety risks

The prompt included exclusion criteria across eight languages, ensuring consistent brand protection across BridgeFund's entire target market. The exclusion logic was tested on 183,000 Dutch articles, with Draft Digital's team providing feedback on edge cases, training the brand agent to make increasingly sophisticated decisions about what to filter.

The Results

By identifying and blocking 18% of spend from running in unsuitable placements, the brand agent unlocked the ability to reinvest in more aligned, relevant content—resulting in a 22% increase in investment on brand-suitable media.

The shift delivered measurable improvements beyond budget reallocation. BridgeFund achieved nuanced control that keyword blocking couldn't match—differentiating between crisis-framed economic content (excluded) and opportunity-framed business content (approved). Media quality improved with +2.7% of impressions achieving ad exposure over 10 seconds and +2.4% viewability.

Exclusion criteria applied consistently across eight languages protected brand equity across BridgeFund's entire target market, giving Draft Digital scalable control without maintaining separate keyword lists for each region.

"Agentic advertising is the future. Thanks to this innovation, we can advertise at scale, internationally, and with content relevance for brands like BridgeFund."

~Aliks Roling, Digital Marketing Consultant, Draft Digital

What's Next

Following these results, BridgeFund committed to deploying Brand Standards across all programmatic display campaigns on the open market. The team is also preparing to activate Brand Stories, Scope3's targeting solution available with brand agents, to discover audiences aligned with campaign narratives.

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