
For too long, programmatic advertising has forced marketers into difficult trade-offs: blunt brand safety filters that limit reach, opaque algorithms that hide decision-making, and targeting systems built on proxies rather than genuine audience understanding. The result? Wasted media dollars, low audience attention, and an unchecked carbon footprint.

Agentic advertising changes this dynamic. Instead of surrendering control to outside systems, you control the AI that powers your campaigns. These agents evaluate every impression in real time, where they apply your strategy, standards, and values to ensure high media quality and drive brand lift

Now, with brand agents live on the Scope3 platform, this intelligence can be activated across the open web and Meta. Brand agents form the foundation of a new media buying approach that puts marketers back in control, reduces waste, and enables advertising that's both effective and sustainable.

## Start with a guide for building your brand agent

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  <source src="/marketing/blog/introducing-brand-agents-take-control-of-every-impression/video1.mp4" type="video/mp4"></source>
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## **What are brand agents?**

Think of a brand agent as your always-on media buyer—an AI system you train to evaluate every impression against your brand's unique priorities.

Unlike black-box legacy tools, brand agents are designed by you, the brand or agency. You determine how your agent makes trade-offs, what values it enforces, and how it interprets content.

The benefits of advertising with brand agents are clear:

- **Control:** Your agent is yours. It reflects your brand's voice and evolves with your input.
- **Transparency:** Every decision can be traced back to the prompts and controls you've set.
- **Precision:** By evaluating each impression across more criteria, your agent can unlock premium inventory while eliminating waste.
- **Efficiency and Effectiveness:** Smarter decisioning drives better media performance, lowers costs, reduces emissions, and strengthens ROI.

In short, brand agents give marketers something they've never truly had before: full control over how and where their brand appears to audiences across the open internet.

## **How do brand agents work?**

Building a brand agent on Scope3's platform is straightforward - with powerful results. Rather than juggling blocklists, keywords, or rigid audience categories, you build your agent using intuitive configuration options that translate your **Brand Stories**, **Brand Standards**, and **media quality** inputs into real-time decisioning.

![overview](/marketing/blog/introducing-brand-agents-take-control-of-every-impression/image1.webp)

### **Brand Stories**

Brand Stories is targeting that helps you connect with any audience to drive brand objectives using your ideal customer profile, content inclusions, brand voice, and customer interests. By writing prompts that include these elements, you teach your agent to move beyond keywords and connect with authentic stories that resonate with your audience.

![brand-stories](/marketing/blog/introducing-brand-agents-take-control-of-every-impression/image2.webp)

### **Brand Standards**

Here you define the guardrails: brand context, target audience, content exclusions, industry concerns, and media quality standards. Every brand agent comes equipped with baseline brand safety guidelines to avoid dangerous placements like fraud and illegal content. With clear prompting, your agent can go further, distinguishing risk from relevance for your brand's specific needs. Brand Standards filters content with nuance, unlocking premium inventory that blunt keyword-based systems would block.

![brand-standards](/marketing/blog/introducing-brand-agents-take-control-of-every-impression/image3.webp)

### **Media quality**

Scope3's media quality controls allow you to define what "quality" means for your brand agent by setting thresholds for emissions, attention potential, and viewability. MFA, IVT, and unsafe content are automatically excluded by default, and you can further filter out indirect supply paths and undesirable placements.

![MQ](/marketing/blog/introducing-brand-agents-take-control-of-every-impression/image4.webp)

Together, these configuration options give you unmatched control of your brand agent. You can build multiple Brand Stories to reflect different narratives, layer them with your core Brand Standards and media controls, and guide your agent to prioritize lower-emission supply, avoid wasteful impressions, and favor placements that deliver meaningful engagement. The result is an agent that drives brand results, putting your intention into action across all your media.

## Where can I activate brand agents?

After you've built your brand agent on the Scope3 platform, you can activate it seamlessly across the media ecosystem through our partnerships and integrations.

Your agent can run in all the places you already buy media, including:

- SSPs such as Equativ, Index Exchange, [Media.net](http://Media.net), and OpenX
- DSPs like Amazon, Google, and The Trade Desk
- Social platforms, such as Meta

In these environments, your brand agent evaluates each impression in real time, applying your strategy, standards, and values to make impactful decisions at scale.

## **When can I get started?**

Brand agents are live today on Scope3's Agentic Advertising Platform. You can log in now to create your agent, write prompts, calibrate them against sample artifacts, and activate campaigns.

Or, if you'd like support, you can reach out to the Scope3 team for help designing, refining, and launching your first brand agent.


Blunt brand safety filters. Opaque algorithms. Targeting based on proxies. Programmatic advertising has forced marketers to choose between reach and protection, transparency and scale. Brand agents eliminate these trade-offs. Now live on Scope3's platform, these AI agents—trained by you—evaluate every impression, applying your Brand Stories, Brand Standards, and media quality criteria to unlock premium inventory, reduce waste, and drive brand lift. Learn what brand agents are, how to build yours using intuitive prompts and controls, where to activate them (from the open web to Meta), and how to get started today. Welcome to agentic advertising—where you're finally back in control.

Introducing Brand Agents: Take Control of Every Impression




![Frame-2049519356 (3)](/marketing/blog/brand-stories-prompt-recipe-your-step-by-step-guide-to-connecting-with-ideal-customers/image1.webp)
<a class="cta-button" href="/?authType=sign-up">Start building your prompt</a>

You know your ideal customers—now give your brand agent the tools to find them. This practical guide walks you through the essential ingredients for writing Brand Stories prompts that translate your customer insights into AI-powered targeting. Learn how to capture your brand narrative, articulate what your ideal customers care about, and structure prompts that discover the stories, themes, and contexts where your message resonates most. The result? Smarter targeting that increases relevance, unlocks quality inventory, and creates authentic connections at scale.

Brand Stories Prompt Recipe: Your Step-by-Step Guide to Connecting With Ideal Customers


## The Challenge

Encore Digital manages advertising for many of the largest B2B companies in the world, each with strict brand safety and suitability standards. Encore wanted a solution to increase media performance and efficiency by reaching audiences on a wider variety of inventory, such as news and entertainment content, while rigorously avoiding content that is contentious, negative, or otherwise not in line with clients’ suitability requirements.

## The Opportunity

Encore Digital partnered with Scope3 to use Brand Standards for three clients’ campaigns. Unlike traditional verification tools that rely on keyword blocking and struggle to differentiate real vs. fictitious events, Brand Standards uses large language models (LLMs) for a human-like understanding of content and provides full transparency into media decisions, eliminating over-blocking for greater reach and performance.

## The Results

![Results](/marketing/blog/encore-digital-finds-a-new-approach-to-suitability-drives-more-attention-for-b2b-advertisers/image1.webp)

After taking just one week to create and calibrate brand agents with Brand Standards, Encore delivered measurably better engagement for three client campaigns while also improving brand safety, without impacting other media KPIs. With 99% suitability scores and performance gains in attention and viewability, Brand Standards proved its worth as Encore's new competitive advantage for demanding B2B clients.

> "Brand Standards lets us align media with our clients’ values in a far smarter way than blunt keyword lists, eliminating over- and under-blocking. We were able to **deliver stronger engagement and media performance** by focusing investment on the most suitable inventory — without compromise.” <br /><br /> \- Daniel Lewis, Head of Delivery & Product, Encore Digital


After taking just one week to create and calibrate brand agents with Brand Standards, Encore delivered measurably better engagement for three client campaigns while also improving brand safety, without impacting other media KPIs. With 99% suitability scores and performance gains in attention and viewability, Brand Standards proved its worth as Encore's new competitive advantage for demanding B2B clients.

Encore Digital finds a new approach to suitability, drives more attention for B2B advertisers


## **The challenge**

For Butler/Till, ensuring their pharmaceutical client only appeared in brand-safe environments was mission-critical. But traditional brand safety tools were blocking too much, including valuable news content and nuanced but appropriate articles, and missing high-risk content that didn’t match keyword lists. Butler/Till needed a precise, intelligent solution to reduce risk while unlocking reach to key patient audiences.

## The opportunity

Butler/Till constantly seeks innovative tools to improve outcomes for clients. Scope3’s Brand Standards, powered by agentic AI, offered a breakthrough. Unlike rigid verification tools, Brand Standards uses large language models (LLMs) with human-in-the-loop supervision to deeply understand content, opening the door to greater reach and performance.

## The results

![Results](/marketing/blog/reinventing-brand-safety-with-butlertill-first-agency-to-launch-a-scope3-brand-agent/image1.webp)

Butler/Till extended their client's reach to more relevant patients without compromising safety. The campaign’s success highlighted how agentic decisioning can reshape outdated approaches to brand safety and deliver better results, including a **75% reduction** in unique incident rate. As a result, Butler/Till was named an AdExchanger Awards 2025 Finalist in the *Best Use of Technology by an Agency* category.

> *"Brand Standards surpassed our expectations, opening up new opportunities for our clients. We're now empowered to make brand-specific decisions that both protect brand integrity and maximize reach. As technology continues to evolve, Butler/Till is proud to lead the way in advancing brand safety.”* 
-Nick Morticelli, Manager, Strategy & Partnerships, Biddable Media, Butler/Till





For Butler/Till, ensuring their pharmaceutical client only appeared in brand-safe environments was mission-critical. But traditional brand safety tools were blocking too much, including valuable news content and nuanced but appropriate articles, and missing high-risk content that didn’t match keyword lists. Butler/Till needed a precise, intelligent solution to reduce risk while unlocking reach to key patient audiences.