Scope3 has promoted Tim Collier to chief commercial officer, effective immediately, as the sustainability-focused adtech firm doubles down on what it calls “agentic advertising.”
Collier, who has led Scope3’s U.K. and Northern Europe business for the past year, succeeds Brenda Tuohig, who will remain as an advisor. He will report to CEO Brian O’Kelley.
Before joining Scope3, Collier spent more than a decade at Google, most recently as head of technology and data partnerships for the U.K.
In his new role, Collier will oversee all of Scope3’s commercial operations, but will focus on building out the company’s agentic advertising strategy—an emerging category that uses AI agents to reshape how brands, agencies, and media companies buy media.
“This is the first time this category has been built,” he told ADWEEK, adding that the challenge lies in designing a commercial structure that supports early adopters—brands, agencies, and media companies—that want to experiment with new approaches that involve AI agents.
“As we think about building and owning the agentic advertising category, it requires us to totally rethink how we set up the commercial structure of the business,” he said. “This isn’t about taking a ton of programmatic players and putting an AI on top of it. That doesn’t work.”
Scope3 already counts Omnicom, Butler/Till, Draft Digital and platforms including Meta and Amazon among its partners, and is eyeing for more deals. Collier wouldn’t share specifics.
“This isn’t about going in and taking a ton of programmatic players and put an AI on top of it. That doesn’t work.”
Collier’s promotion comes at the heels of Scope3’s announcement earlier this year, introducing Brand Standards, an AI-powered brand safety and suitability tool that lets marketers build custom agents based on company values, business goals and audience demographics to assess placements at the content level.