Agentic advertising introduces AI-driven agents into the ad ecosystem.
These agents are capable of making real-time decisions on behalf of advertisers, agencies, DSPs, SSPs, or publishers based on highly complex inputs and data computation. AI agents can optimize bidding, negotiate deals, and enforce media quality criteria, solving for signal loss and media quality while driving better marketing outcomes.
Agentic advertising introduces an AI-driven infrastructure that enables advertisers to make more intelligent decisions. Agents give marketers full control over what they buy, and allow them to tailor media to the intended outcome of a campaign. As a result, they improve media effectiveness and marketing outcomes.
Agents can factor in performance metrics, brand safety, viewability, and sustainability goals (e.g., carbon emissions), and actively negotiate for inventory that meets these standards. Plus, they learn in real time, ensuring continuous alignment with evolving quality criteria.
One key benefit of this intelligent decision-making is that it solves for signal loss—an issue that has long distorted media quality.
Media quality is an umbrella term that evaluates inventory based on a number of signals, including sustainability, viewability, and MFA, as well as more pernicious media like fraud and illegal content. Buyers want to know that they’re purchasing high-quality media, but in the complex advertising ecosystem, publishers’ signals can get distorted through the myriad of supply chain hops between the sell and buy sides. AI agents can be deployed right at the start of a media transaction (as close as possible to the publisher), allowing for decision making that uses near-perfect data and signal from the source.
Beyond media quality, these agents can integrate additional intelligence—such as audience insights, contextual relevance, or performance predictions—further enhancing a marketer’s ability to assess and select the right media for their goals. When buyers use AI agents to avoid low-quality media, they will only purchase the inventory they want and need, and will know exactly what they are purchasing.
Existing ad tech infrastructure will be able to leverage agents to wholly redesign workflows. AI agents will navigate the nuanced and complex decisioning with intelligence and efficiency for every player in the ad ecosystem:
We also anticipate new enterprises that will push the agentic advertising era forward:
To unlock the full potential of agents across the ecosystem, they need a centralized environment where they can be built, trained, and deployed in coordination. That’s where the Agentic Media Platform comes in.
An agentic media platform supports the creation, management, and deployment of agents tasked with making a universal decision about whether or not to buy an ad. Advertisers, DSPs, SSPs, publishers can use expert agents to drive specific goals. These agents operate within a shared ecosystem, using real-time data to optimize performance and sustainability.
Here’s how Scope3’s Agentic Media Platform works:
On the platform, a brand designs a bespoke media agent or a Brand Standards agent using a Scope3 or third-party agent blueprint.
Follow along on our blog as we continue to share more about agentic advertising, including how and why it will transform digital advertising for the better. Ready to employ your own agent on your next campaign?
Scope3 makes media more effective, driving safe and sustainable growth. Our trusted activation and measurement products open up new growth opportunities through better media quality, eliminated waste, improved brand safety and sustainability. Hundreds of the world's top brands and agencies partner with us to maximize the impact of their digital media investments. Scope3 boasts a global team distributed across North America, Europe, and APAC.
Learn more at scope3.com.