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Scope3 has launched an AI-powered brand safety and suitability product, taking on incumbents DoubleVerify and Integral Ad Science.
Scope3’s Brand Standards lets advertisers build their own AI agents—programs that can take autonomous action on behalf of users—for brand safety. The agents can use criteria like a brand’s specific values, business goals, and target audience demographics, and business goals, to evaluate brand suitability fit down to the individual piece of content on a given webpage or interface.
The system scans ad inventory in real time, filtering out unsuitable content and ensuring ads flow through verified supply paths with as few intermediaries as possible. It also provides explanations to advertisers and publishers for why content is approved or blocked, and humans can adjust brand parameters.
“It’s a radically improved way of thinking about brand safety and suitability,” said Scope3 CEO Brian O’Kelley. “It gives big brands the ability to create bespoke brand safety and suitability agents … it can also take other core needs of brands—like sustainability [into consideration].”
Scope3 hopes that the approach will reduce unnecessary content blocking, reduce ad waste, and improve accountability in digital advertising.
Meta, Amazon DSP, publishing giant Dotdash Meredith, and SSP Index Exchange are among the first to integrate the tool.
A ‘rethinking’ of brand suitability
The launch comes just weeks after a damning Adalytics report revealed that ads for major brands appeared on a site known to host child sexual abuse material (CSAM), sparking scrutiny over existing brand safety tools. The report put IAS and DoubleVerify under fire.