How Jellyfish & a Leading Global Beauty Brand Expanded Reach into Premium Destinations Using a Brand Agent

“Partnering with Scope3 allowed us to demonstrate the power of agentic advertising for our brand partners. By combining AI-driven content classification with human-in-the-loop strategic control, we’ve shown how brands can expand reach responsibly, without compromising on impact or integrity.” ~ Camille Baud, Ad Tech & Partnerships Director, Jellyfish

The Challenge: Traditional brand safety tools caused excessive overblocking

Legacy brand safety tools limited a global beauty brand’s ability to reach valuable audiences in premium environments. Rigid keyword blocklists and sensitive category exclusions prevented delivery on leading publications like ELLE.fr (a natural fit for a beauty brand) and blocked suitable content from 366, which manages monetization for 50+ local news publishers.

As a result, the brand missed out on relevant and effective media opportunities, reducing overall campaign performance and limiting engagement with its target audience.

The Solution: Custom brand agent enabled more expansive, nuanced media investment

Jellyfish, the brand's agency, saw an opportunity to take a more nuanced approach to media buying and partnered with Scope3 to build a custom brand agent.

Using a detailed natural language prompt, they encoded the beauty brand’s values, audience insights, and suitability preferences directly into the agent, enabling precise, brand-aligned media decisions. Jellyfish also implemented protections against MFA sites, IVT, and climate-risk inventory, ensuring high-quality delivery while maintaining campaign reach.

Once built, the brand agent was activated in a controlled test against a standard keyword blocklist and sensitive category exclusion, with each campaign running on identical inventory across ELLE.fr and a network of leading local news sites from 366. This setup allowed Jellyfish to directly measure the impact of the brand agent on both reach and campaign performance, while maintaining a control for comparative analysis.

The Results: Global beauty brand improved cost per sale by 54% and expanded campaign delivery

In reviewing performance, Jellyfish found that the brand agent expanded suitable reach on ELLE.fr and on local news content from 366 by reducing the broad overblocking seen in the control group.

Across ELLE.fr, the brand agent expanded suitable reach from just three articles to 175 – more than a 57x increase – while delivery on aligned local news articles also grew by 10%. Additionally, cost per sale improved (decreased) by more than 50%.

The results show that applying nuanced, brand-specific suitability not only unlocks more high-quality inventory but also drives measurable improvements in campaign efficiency and effectiveness.

"Traditional approaches to brand safety have limited monetization for our news sites, impacting the health of independent, local journalism. By enabling more precise classification, the brand agent unlocked ad opportunities across our properties, helping us generate more revenue while maintaining editorial integrity.” ~ Antoine Saglier, Director of Technology & Innovation, 366

"Scope3’s brand safety AI has revealed the full editorial potential of ELLE.fr by moving beyond the arbitrary limitations of category-based blocking. It’s a long-awaited, concrete, and value-creating breakthrough for brands and for our inventory.” ~ Priya Saint Oliver, Chief Data & Digital Officer, CMI Media

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