Author: Sara Guaglione

In this week’s Media Briefing, Digiday’s executive editor of news Seb Joseph talks to publishers to find out what they think about Scope3, the ad platform AppNexus co-founder Brian O’Kelley is pitching as the answer to the ad tech ecosystem’s many problems. Turns out, publishers aren’t convinced this is the answer they need.

• Publishers have lots of questions about AppNexus co-founder’s Scope3 ad platform

• Dow Jones CEO defends AI licensing deals and Wall Street Journal tech coverage changes, The Washington Post reorgs its newsroom, and more.

Publishers have lots of questions about O’Kelley’s Scope3

Brian O’Kelley wants to rebuild ad tech — again. 

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Scope3 has unveiled an AI-powered agentic AI platform that aims to tap a trifecta of hyped ad tech topics: AI, curation and brand safety.

The updates announced today leverage large language models and other agentic AI capacities to help improve programmatic advertising and brand safety while also creating a more transparent supply chain. This ambitious goal affects publishers, agencies, demand-side platforms and supply-side platforms. 

Scope3 CEO Brian O’Kelley described it as a “universal custom algorithm platform” for custom algorithms across direct buys and via programmatic ads through SSP curation or deployment within a DSP. Although more significantly, it also shot across the bow of both the Walled Gardens and the brand safety giants.

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