Scope3

A hot take from Brian O'Kelley this week on the NewDigitalAge podcast: agentic advertising doesn't really work... at least not the way everyone keeps talking about it at Cannes. One-to-one agent buys are happening now, sure, but we're a long way from the real promise: agents making buying decisions for brands across the full landscape of ad surfaces. Agentic advertising is at the top of the hype cycle, and while the path to scaling this is probably closer than most of us think, here's what Brian would tell you to pay attention to for the moment we're in now: 1. Everyone's talking about agentic advertising like it's already here in its end state, when really we're mostly seeing it happen with one buyer talking to one seller. The bigger, more exciting moment comes when this grows into a flourishing marketplace, operating at the scale this industry runs on, across all the surfaces that matter in advertising today. 2. Agents require a different type of attention from the IRL buyer-seller relationships you've developed in the past, so you need to adapt. The opening now belongs to media owners who can differentiate and show their unique value to buyers. This is the moment your most valuable inventory gets pulled into the spotlight, if your team can articulate what makes it worth choosing. How are you going to set up your sales agent to respond? 3. The tough questions are barely being asked, and they demand more of our attention. How do you trust an agent to execute at scale? How does one agent convince another of anything? And what happens to the human, and the business model, when agents optimize faster than any of us can follow? A few other surprises in this one. Listen here: https://lnkd.in/eZmWCP6n Thanks Justin Pearse for the chat!

Back on the Croisette and ready for a great week. The suite's where we'll be getting into agentic advertising with the brands and partners building alongside us — can't wait to see everyone there. Reach out if you want to grab time or set up a meeting. #cannes2026 #agenticadvertising #adtech #agenticbuying

Discovering and buying new ad surfaces just got easier for brands. Agentic advertising opens access to the best parts of the internet in ways existing buying systems never could. Our new partnership with InMobi and Glance is the latest proof. An AI-native commerce platform, Glance reaches millions of active devices across lock screens, apps, and CTV — where users browse, try on products, and buy with the help of AI — creating high-value opportunities for brands looking to drive purchase. With InMobi Advertising's newly launched agentic seller on Interchange, buyer agents can reach these high-intent audiences across Glance and InMobi's broader mobile supply while keeping their unique strategy, standards, and governance parameters intact. Our COO Anne Coghlan explained it best: agentic transactions allow Glance to be bought with the full context of what it is, rather than flattening it into a biddable, impression-level commodity. Read all about it from ADWEEK's Kendra Barnett -- https://lnkd.in/ew6tpY8x #agenticadvertising #scope3 #AiInnovation

No better way to kick off a week in Cannes.

The shift from biddable to discoverable is underway for publishers. Buyer agents are already in market — interpreting briefs, querying sales agents, and selecting ad products based on strategic fit. For publishers, this opens something new. The assets you've spent years building — engaged audiences, premium environments, and valuable first-party data — can now be evaluated directly against a brand's objectives, on every transaction at scale. That's what agent-to-agent media buying makes possible. The catch: it only works if your supply, data, and ad products are discoverable. If buyer agents can't access and evaluate your offerings, they simply can't buy them. The publishers figuring this out now and building sales agents are gaining an edge. We broke down what this shift means and the steps publishers can take to get started: https://hubs.li/Q04bW-FV0

If a brand's buyer agent is looking for inventory right now, can it find yours? That's the question every publisher should be asking — and it's the question our COO and Co-Founder Anne Coghlan is answering tomorrow in her opening keynote at Prebid Ascent. She'll be unpacking the shift from biddable to discoverable, what brands are already building on the buy side, and what publishers need to do now to make sure they're not just visible — but buyable — in an agentic world. She'll also be joined on stage by Benjamin Masse (CPO of Triton Digital) and founding member of AAO, for an exclusive preview at what's next for AdCP. It's a sold out event. If you've got a seat, get there on time so you don't miss this one. #agenticAI #adtech #publishertech #aiInnovation #agenticadvertising cc: Prebid.org, AgenticAdvertising.org, Katie Morgart, Michael Racic, Randall Rothenberg, Matthew Egol

We're in the middle of building a new category — rebuilding advertising infrastructure from the ground up. The people leading that work, across engineering, product, operations, marketing, and people, are women. Not just on International Women's Day. Not just during Women's History Month. Every day. To the women of Scope3: we're glad you're here. Want to be part of what we're building? We're hiring engineers, link in comments. #WomensHistoryMonth #IWD #AiInnovation #AgenticAdvertising

Today felt like a good day to resurface some of what the women at Scope3 have been putting out into the world. Just a few of the brilliant ideas, frameworks and points of view this group has been writing, saying, and building toward every day — in Fast Company, at industry dinners and technical communities (shout out AgenticAdvertising.org / AdCP slack community!). You may have caught some of it already. We just didn't want you to miss it. cc: Anne Coghlan, Emma Mulitz, Lillie Ratliff, Christina Cubeta & June Cheung #InternationalWomensDay #adtech #agenticAI #AiInnovation

Since AdCP launched in October of last year, the pace of adoption across the ecosystem has exceeded expectations. Brands are leaning in. Budgets are moving. And the opportunity for publishers to participate — technically and commercially — is here now. Join us March 11 for the inaugural Prebid.org x Beeler.Tech Pub Report webinar, where our CEO, Brian O'Kelley, will walk through the state of play in agentic advertising, covering how buyer experiences are rapidly changing and what it means for publishers. You'll also hear from leaders at Optable, Microsoft, and Amazon Ads on the latest in sales agents, content monetization in the age of LLMs, and the Amazon Prebid adapter. The window is open. Come see for yourself. https://hubs.li/Q045plwt0 #Scope3 #AgenticAdvertising #AdCP #AIinAdvertising

The shift to agentic advertising is changing how media is bought and sold. But it only works if agents can communicate and collaborate with each other — and that requires a common language. That's why we believe AdCP is foundational infrastructure for the entire ecosystem. Swipe through to see what AdCP enables, and why it matters for brands and publishers navigating the shift to agentic advertising. #Scope3 #AgenticAdvertising #AdCP #AIinAdvertising AgenticAdvertising.org