Introducing Brand Agents: Take Control of Every Impression

For too long, programmatic advertising has forced marketers into difficult trade-offs: blunt brand safety filters that limit reach, opaque algorithms that hide decision-making, and targeting systems built on proxies rather than genuine audience understanding. The result? Wasted media dollars, low audience attention, and an unchecked carbon footprint.

Agentic advertising changes this dynamic. Instead of surrendering control to outside systems, you control the AI that powers your campaigns. These agents evaluate every impression in real time, where they apply your strategy, standards, and values to ensure high media quality and drive brand lift

Now, with brand agents live on the Scope3 platform, this intelligence can be activated across the open web and Meta. Brand agents form the foundation of a new media buying approach that puts marketers back in control, reduces waste, and enables advertising that's both effective and sustainable.

Start with a guide for building your brand agent

What are brand agents?

Think of a brand agent as your always-on media buyer—an AI system you train to evaluate every impression against your brand's unique priorities.

Unlike black-box legacy tools, brand agents are designed by you, the brand or agency. You determine how your agent makes trade-offs, what values it enforces, and how it interprets content.

The benefits of advertising with brand agents are clear:

• Control: Your agent is yours. It reflects your brand's voice and evolves with your input.
• Transparency: Every decision can be traced back to the prompts and controls you've set.
• Precision: By evaluating each impression across more criteria, your agent can unlock premium inventory while eliminating waste.
• Efficiency and Effectiveness: Smarter decisioning drives better media performance, lowers costs, reduces emissions, and strengthens ROI.

In short, brand agents give marketers something they've never truly had before: full control over how and where their brand appears to audiences across the open internet.

How do brand agents work?

Building a brand agent on Scope3's platform is straightforward - with powerful results. Rather than juggling blocklists, keywords, or rigid audience categories, you build your agent using intuitive configuration options that translate your Brand Stories, Brand Standards, and media quality inputs into real-time decisioning.

Brand Stories

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. By writing prompts that include these elements, you teach your agent to move beyond keywords and connect with authentic stories that resonate with your audience.

Brand Standards

Here you define the guardrails: brand context, target audience, content exclusions, industry concerns, and media quality standards. Every brand agent comes equipped with baseline brand safety guidelines to avoid dangerous placements like fraud and illegal content. With clear prompting, your agent can go further, distinguishing risk from relevance for your brand's specific needs. Brand Standards filters content with nuance, unlocking premium inventory that blunt keyword-based systems would block.

Media quality

Scope3's media quality controls allow you to define what "quality" means for your brand agent by setting thresholds for emissions, attention potential, and viewability. MFA, IVT, and unsafe content are automatically excluded by default, and you can further filter out indirect supply paths and undesirable placements.

Together, these configuration options give you unmatched control of your brand agent. You can build multiple Brand Stories to reflect different narratives, layer them with your core Brand Standards and media controls, and guide your agent to prioritize lower-emission supply, avoid wasteful impressions, and favor placements that deliver meaningful engagement. The result is an agent that drives brand results, putting your intention into action across all your media.

Where can I activate brand agents?

After you've built your brand agent on the Scope3 platform, you can activate it seamlessly across the media ecosystem through our partnerships and integrations.

Your agent can run in all the places you already buy media, including:

• SSPs such as Equativ, Index Exchange, Media.net, and OpenX
• DSPs like Amazon, Google, and The Trade Desk
• Social platforms, such as Meta

In these environments, your brand agent evaluates each impression in real time, applying your strategy, standards, and values to make impactful decisions at scale.

When can I get started?

Brand agents are live today on Scope3's Agentic Advertising Platform. You can log in now to create your agent, write prompts, calibrate them against sample artifacts, and activate campaigns.

Or, if you'd like support, you can reach out to the Scope3 team for help designing, refining, and launching your first brand agent.