As excitement builds around agentic advertising and AI's broader role in the industry, there's also a lot of confusion. One of the biggest knowledge gaps is around "agentic" AI — what it really means and why it matters.

Having a clear, and widely recognized understanding of the concept is critical, especially given our vision for the future of advertising: agents will be essential to the foundation of the next generation of adtech responsibly and intelligently.

Here’s how we define the term and why Scope3 is committed to leading the agentic future.

The media ecosystem is overdue for reform. Marketers are under pressure to reduce emissions, avoid low-quality inventory, and drive better outcomes. Unfortunately, the systems that they’re using to do so were designed for a bygone era.

Agentic advertising provides brands and agencies with a smarter way forward. Built on AI agents that can reason, plan, and take action, this approach aligns every impression with outcomes that really matter, all without forcing you to change platforms or overhaul workflows. Here’s what every team needs to know about agentic media.

Creating a Brand Standards agent is not just another solution brand safety and suitability, media quality, or sustainability.

It's about designing a system that thinks the way your brand thinks.

With Brand Standards, you don’t rely on static settings or off-the-shelf filters. You train a bespoke AI agent using real inputs, in a human-in-the-loop process that gives you full control over how your brand standards are defined and enforced.

Here’s how to get started.

For too long, brand safety and suitability have unnecessarily limited media buyers’ ability to scale campaigns. Keyword blocklists and content taxonomies are ham-fisted solutions that might keep brands safe, but in doing so sacrifice reach, performance, and relevance. Worse, they offer little visibility into what’s being blocked or why. This clunky process can harm publishers, too, when it blocks content that’s mistakenly flagged as unsafe or unsuitable (think: a film critic site is blocked because it mentions “war” in its review of a Marvel movie).

Scope3’s Brand Standards changes the game.

Built on agentic AI, Brand Standards gives media buyers total control over what they buy — not just what to avoid, but what to actively pursue — with precision, transparency, and adaptability.