O’Kelley told ADWEEK that IAS and DoubleVerify run ads before fully classifying content, exposing advertisers to unnecessary risks. Scope3’s Brand Standards product does not allow ads to be served on unclassified content.
Also, current brand safety approaches rely too heavily on keyword blocking—a blunt approach that can inadvertently block suitable content like news.
Brand Standards represent a “much needed rethinking of what current brand safety and ad verification providers do,” said Ruben Schreurs, group CEO at media analytics firm Ebiquity.
Ebiquity’s Effective and Responsible Advertising Curriculum, a digital rulebook for helping advertisers ensure their investments are both effective and compliant with various standards and regulations, will be integrated into Brand Standards.
A flexible platform for agent-driven media activity
Brand Standards runs on Scope3’s new Agentic Media Platform, unveiled Thursday, which lets publishers, agencies, SSPs, and adtech firms apply AI-driven decision-making across programmatic, direct buys, and private marketplaces. It also lets advertisers manage ad placements across multiple supply-side platforms (SSPs) from a single system.
Scope3 joins a growing contingent of AI agent platforms, with offerings from Amazon Web Services, Google, and Microsoft cropping up in recent months.
With Scope3’s platform, users can integrate third-party software or AI agents, or build their own agents on the platform, which can then be deployed to manage a variety of different activities.
For instance, an advertiser might use the platform to integrate with SSP Index Exchange to set up a PMP that taps an AI agent to help optimize for media quality and price.
“We, on the sell side, have so much rich signal from our publisher integrations,” said CEO Index Andrew Casale. “We have full URL [data on ad placements], we have device information, we have all kinds of slot and page information. And all of that rich signal is able to be pushed over to the Scope3 system … to run super sophisticated brand suitability and other forms of targeting and optimization that historically were a lot harder to do at scale.”
Index Exchange is a launch partner for the program and models built on the new platform may be trained on its data.