Reinventing Brand Safety with Butler/Till: First Agency to Launch a Scope3 Brand Agent

The challenge

For Butler/Till, ensuring their pharmaceutical client only appeared in brand-safe environments was mission-critical. But traditional brand safety tools were blocking too much, including valuable news content and nuanced but appropriate articles, and missing high-risk content that didn’t match keyword lists. Butler/Till needed a precise, intelligent solution to reduce risk while unlocking reach to key patient audiences.

The opportunity

Butler/Till constantly seeks innovative tools to improve outcomes for clients. Scope3’s Brand Standards, powered by agentic AI, offered a breakthrough. Unlike rigid verification tools, Brand Standards uses large language models (LLMs) with human-in-the-loop supervision to deeply understand content, opening the door to greater reach and performance.

The results

Butler/Till extended their client's reach to more relevant patients without compromising safety. The campaign’s success highlighted how agentic decisioning can reshape outdated approaches to brand safety and deliver better results, including a 75% reduction in unique incident rate. As a result, Butler/Till was named an AdExchanger Awards 2025 Finalist in the Best Use of Technology by an Agency category.

"Brand Standards surpassed our expectations, opening up new opportunities for our clients. We're now empowered to make brand-specific decisions that both protect brand integrity and maximize reach. As technology continues to evolve, Butler/Till is proud to lead the way in advancing brand safety.” -Nick Morticelli, Manager, Strategy & Partnerships, Biddable Media, Butler/Till