Story Time: Three major updates from the front lines of the agentic advertising revolution

Three months ago, we posed a question to the ad industry: What if AI were fast enough and cheap enough to make decisions on every impression?

Today, brands have their answer. They’re moving beyond legacy ad tech by adopting intelligent agents that drive better outcomes — from improved ROAS and efficiency to reduced media waste to achieve safe and sustainable growth.

Here are three major updates from Scope3 showing how agentic advertising is already transforming the industry:

• Live campaign performance of Brand Standards
• The launch of News Access for monetizing news
• The launch of Brand Stories for intelligent targeting

Breaking from legacy: Agentic brand safety and suitability delivers exceptional results

As part of its commitment to innovation, Butler/Till was the first to deploy a brand agent in a live campaign — putting Brand Standards to the test as a next-generation approach to brand safety and suitability. The agency deployed Scope3 Brand Standards for all the safety and suitability decisioning across a pharmaceutical client's recent campaign.

The results demonstrated the power of agentic decisioning:

• Brand suitability scores increased 7%, reflecting an impactful uplift through the use of Brand Standards.
• Ad fraud and brand safety violations dropped, indicating strong safeguards in place during the campaign.
• Language-related incidents decreased substantially, demonstrating enhanced contextual alignment.
• There was no compromise on quality, scale or efficiency — viewable rates remained consistent, CPMs reduced slightly.

Campaign reporting also revealed that Brand Standards enabled greater access to brand-aligned inventory, demonstrating the value of having a tailored brand agent. Implementing Brand Standards pre-bid allowed the campaign to capture more opportunities that aligned with the brand’s unique values, driving both efficiency and impact.

"Brand Standards surpassed our expectations, opening up new opportunities for our clients,” said Nick Morticelli, Biddable Media Supervisor at Butler/Till. “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."

News, unblocked: A new chapter for publisher monetization

For too long, outdated systems have over-blocked news, penalizing quality journalism and leading to missed opportunities for advertisers and suffering monetization for publishers.

As part of Brand Standards, publishers gain full transparency into how content is evaluated and the ability to challenge misclassifications. BuzzFeed, owner of HuffPost, is the latest publisher using the Agentic Media Platform to unlock the true value of their content.

Further, we’re introducing a new agentic media product: News Access. Built using the same LLM-based classification technology that powers Brand Standards, it sits on the media side and enables monetization of news media by ensuring a brand suitable environment.

Leading SSPs such as OpenX can use News Access to create PMPs that facilitate advertising with news publishers. This will help solve the news publisher demonetization problem, benefit SSPs by allowing them to build on top of the Agentic Media Platform and drive additional revenue, and benefit advertisers through streamlined access to high-quality news publishers while ensuring brand safety.

With Brand Standards agents working on the buy side and News Access agents working on the media side, media owners like BuzzFeed finally gain the monetization opportunities their content merits.

"Scope3's transparency and innovation are exciting.," said Jason Nadel, VP of Revenue Operations at BuzzFeed. "Giving buyers the power to see how articles are classified and appeal those designations will fundamentally change how brand safety is discussed and deployed. I'm optimistic this new, agentic approach will give buyers more confidence to invest in quality news websites”

Introducing Brand Stories: Reach that resonates

We're also expanding the capabilities of Scope3 brand agents with the launch of Brand Stories. Omnicom Media Group has partnered with us as the first agency to test and implement this agent.

Brand Stories revolutionizes how marketers connect with audiences by understanding the personal narratives that drive behavior and decision-making. Using the power of LLMs, it identifies content that aligns with the values and motivations that shape how people engage with the world around them, and enables marketers to quickly and easily build fully bespoke targeting segments to engage and influence those audiences. With Brand Stories, brands can engage their exact target audience faster and more efficiently than ever before.

“This partnership with Scope3 will help us bridge the gap between cultural insights and media activation," said Alex Siddall, Chief Strategy Officer at OMG. "With Q, we already have incredible cultural intelligence on emerging subcultures and micro-communities, but Brand Stories gives us the mechanics to curate inventory at the speed of culture itself — finding exactly where these conversations are happening and activating against them.”

Brand Stories can be paired with Brand Standards in a single brand agent to not only avoid unsuitable content, but connect with your audience where your narrative will resonate most.

Together, these advancements signal a turning point for the industry. Brands and publishers alike are embracing agentic infrastructure and the scale, safety and performance it unlocks.

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