Industry News Round-Up: Understanding Agentic Media and the Future of Media Buying

With the debut of the Agentic Media Platform and Brand Standards, our goal was twofold: to announce new products, but also to spark a broader conversation about what the future of media buying could look like with AI at the center.

Journalists, analysts, and podcast hosts have explored these innovations from various angles, offering insights into what these changes mean for advertisers, publishers, and the wider ecosystem. Their coverage examines how increased control, transparency, and intelligence can transform advertising effectiveness. Looking to catch up on the industry response or dig deeper into specific aspects? Here’s a round up to help you navigate the current industry conversation.

Agentic infrastructure is changing digital advertising

Agentic advertising represents a fundamental shift in how media buying decisions are made, moving from human-led optimizations to AI-powered, real-time intelligence. As Brian O’Kelley explained to industry reporters, this isn’t just about adding AI to existing systems — it reimagines the entire infrastructure with intelligence at its core.

Read more about agentic advertising and the Scope3 Agentic Media Platform:

• Digiday: Scope3 aims to upend ad tech with an ‘agentic platform’ for ‘effective, responsible advertising’
• ExchangeWire: MadTech Sketch: The Rise of the Super Signal Aggregator

Brand Standards is revolutionizing brand safety and suitability

Traditional brand safety tools rely on static keyword lists and broad categories that often miss the mark in today’s complex media landscape. Brand Standards takes a different approach by creating custom AI models tailored to each brand’s specific values and needs. This precision helps advertisers maintain brand standards without unnecessarily restricting reach.

Read more about Brand Standards and what AI-driven Brand Safety and Suitability means for the industry:

• Marketing Brew: Scope3 to take on brand-safety companies with new AI tech
• Digiday: How ‘The Godfather of ad tech’ aims to ‘reimagine’ brand safety and challenge the status quo
• Adweek: Scope3 Takes on IAS, DoubleVerify With Custom AI Agents for Brand Safety

Want to go deeper? Hear directly from our co-founders

For those interested in the technical foundations, product development process, and long-term vision behind these innovations, our co-founders have given their point of view on the launch in interviews over the last couple weeks. These conversations go beyond the headlines to explore the “why” and “how” of our approach to agentic advertising.

Hear all the details from Scope3 Co-Founders Brian O’Kelley and Anne Coghlan:

• Marketecture Live: Brian O’Kelley on AI and Carbon
• First Party Capital Podcast: Q&A With Anne Coghlan, COO & Co-Founder of Scope3
• The Current: Scope3’s Anne Coghlan on using AI to reimagine media buying and brand safety

For more information about how agentic AI is put to work in the Scope3 platform, continue checking our blog for updates.