Author: Sam Bradley

Agency holding companies are gradually remolding themselves. No longer constellations of disparate talent, some of them now behave as “operating companies”.

That’s partially a branding trick, but behind the marquee, units like WPP’s Choreograph, or Omnicom’s Omni provide real connective tissue. And in the pitch room, they’re becoming ever more important.

Take Havas, for example. Its Converged “operating system” (or “data spine”, depending on your taste for corporate metaphors) was launched last February as a cookieless media planning and activation solution.

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Last week, Scope3 made a series of product announcements, touching on two of the hot-button issues in ad tech right now: brand safety and ad curation. This is a further sign that competition in ad tech is heating up.

First of all, it’s worth recapping the particulars of the launch — Digiday earlier perused the details in an interview with Scope3 CEO Brian O’Kelley — which included an “agentic advertising platform” among a raft of tie-ups. Among the high-profile names involved are Amazon, Google, Meta and The Trade Desk.

At the core of all the announcements was “AI-driven media optimization,” including a hub for agentic media products, a curation offering whereby users can use a centralized application to set controls across supply-side platforms, and a Brand Standards tool.

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