
Remember the feeling? That moment when you realize the ground is shifting beneath an entire industry, and the early movers are about to capture outsized returns while everyone else is still figuring out what's happening. We're in one of those moments right now. 

The advertising industry is being completely reimagined. The window to shape our industry for what’s next, get in early and define the standards, is open right now.

Our team has always challenged the status quo. We started by making the invisible visible, using sustainability metrics as a new lens to pinpoint and eliminate waste within the media supply chain. Looking ahead, we see something bigger: a future where intelligent agents could simplify the supply chain, fundamentally transforming how brands and publishers connect.

This is the beginning of the agentic universe. And we're building it together.

## What is agentic advertising?

Agentic advertising uses AI-powered agents to autonomously negotiate and execute media buying decisions. Brand agents understand campaign objectives and negotiate with seller agents to find optimal inventory matches. This eliminates manual campaign setup, enables continuous optimization, and delivers better outcomes by matching ads to content themes rather than personal user data.

Today, buyers are stuck between two imperfect options. Option 1: buying in walled gardens like Meta and Google — which offer streamlined experiences but limited control and transparency. Or, option 2: navigating the open web, where they must choose between direct deals that deliver quality but do not scale, or programmatic buying that scales but often sacrifices control and outcomes. Agentic advertising provides a new avenue for brands that combines the best of all worlds. It delivers the streamlined efficiency and intelligence of walled gardens, the quality and transparency of direct relationships, and the scale of programmatic, all while maintaining full control over where ads run and how budgets are spent.

## The internet's breaking point — and what comes next

Our CEO Brian O'Kelley recently reflected on his role in building the internet’s ad economy in Fast Company, stating the system we built is breaking down in real time. By 2026, researchers predict 90% of web content will be AI-generated. Quality journalism is disappearing behind paywalls while feeds fill with noise designed purely to capture attention.

He also shared a key truth: the internet has a pattern. It breaks, people panic, and then it gets rebuilt into something better. The difference this time? We have AI not just as the disruptor, but as the tool to rebuild.

For a deeper understanding of why online advertising needs rebuilding, **read Brian's full perspective: ["I helped build the internet's ad economy. Now I want to save it."](https://www.fastcompany.com/91419681/i-helped-build-the-internets-ad-economy-now-i-want-to-save-it-internet-advertising)** 

Recognizing the problem is one thing. Building the solution together is another. That's where AdCP enters the picture.

## What is AdCP and why does it matter?

AdCP (Ad Context Protocol) is an open, industry-led standard designed to accelerate agentic advertising. Launched with more than 20 companies across the ad ecosystem, AdCP provides the infrastructure layer that enables the next generation of media buying — one where intelligent agents can negotiate, transact, and optimize across the entire ecosystem with unprecedented speed and precision.

This is not just another tech initiative. It's the shared language that allows agents from different platforms to work together seamlessly. We're proud to be a founding member. 

AdCP brings three critical elements to the table:

- **Interoperability.** No more walled gardens. Agents from different platforms can speak the same language, enabling seamless collaboration across the ecosystem.
- **Human-in-the-loop safety.** Automation does not mean abdication. AdCP ensures humans maintain control over critical decisions while letting agents handle the complexity at scale.
- **A shared language.** For media buying and signal activation, publishers, agencies, platforms, and brands finally have a common framework to scale smarter, together.

During the launch, the industry witnessed the first-ever agentic media buy over AdCP. Our own Lead Engineer Emma Mulitz partnered with Swivel CEO Joseph Hirsch to demonstrate a buyer agent and seller agent negotiating in real-time, finding optimal outcomes faster than any human-driven process could achieve.

<iframe width="560" height="315" src="https://www.youtube.com/embed/QWmxvVS1RA8" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

### Stay connected with AdCP

- **Follow [AdCP on LinkedIn](https://www.linkedin.com/company/ad-context-protocol/posts/?feedView=all)** for updates and industry insights
- **[Join the community Slack](https://lnkd.in/e7SH3rcb)** to connect with other pioneers

## What agentic advertising means for brands and publishers

AI has given us an incredible opportunity to transform how advertising works. Imagine taking a campaign brief and bringing it to life instantly — finding the right audiences, activating the right signals, and optimizing performance in real-time without the manual setup and constant intervention that slow everything down today.

**For brands and agencies,** agentic advertising makes this possible. Brand agents become your always-on media experts, understanding your objectives at a granular level and learning from every campaign. They negotiate better deals, find better placements, and surface insights while you can still act on them. The result is faster execution, better outcomes, and the ability to focus your time on strategy rather than operational tasks.

**For publishers,** seller agents maximize yield while maintaining full control over inventory quality and pricing floors. They negotiate with countless buyer agents simultaneously, finding optimal matches faster than any human sales team while ensuring every impression is valued appropriately.

**For the ecosystem,** AdCP provides the shared infrastructure that makes all of this possible—enabling interoperability, transparency, and scale across platforms without proprietary barriers.

## The Turning Point

We're at a turning point where we know AI will shape the internet experience — that's inevitable. Now we decide what kind of system we build with it.

The opportunity right now is not just to adopt what gets built, but to actively shape it. The builders, innovators, and early experimenters at the table today are defining how agentic advertising will work for the next decade. They're testing new approaches, contributing ideas, and helping establish the standards that will serve the entire industry.

The rebuild is already underway. The infrastructure is being laid. The first agents are already negotiating media buys. And there's room at the table for more voices, more ideas, and more innovation.

**Ready to explore what agentic advertising means for your organization?** The Scope3 team is here to help you navigate this transformation, experiment with what's possible, and contribute to building the agentic future together. Let's talk.

---

The advertising industry is being rebuilt with AI agents that negotiate and optimize autonomously. Learn how AdCP enables this future—and how to get started.

The Rebuild: How Agentic Advertising Will Redefine the Future of Media


Brand Stories is a new brand agent capability that drives measurable brand lift by placing your ads alongside content that deepens audience connection. You define the narratives and audience motivations your brand agent should prioritize, giving you control over how your campaigns connect with culture and context. When we introduced brand agents, we described them as your always-on media buyer—an AI you control and configure with your brand's strategy, standards, and values to evaluate every impression. Brand Stories adds a key layer of control, translating brand strategy into brand lift.

Available within Scope3's [Agentic Advertising Platform](https://scope3.com/home), Brand Stories works alongside [Brand Standards](https://scope3.com/solutions/brand-agents/brand-standards) and media quality controls to translate your brand's strategy into transparent, measurable decisions that move brand perception metrics.

As Alex Siddall, Chief Strategy Officer at OMG Connect, puts it: "Brand Stories gives us the mechanics to curate inventory at the speed of culture itself."

## **What are Brand Stories?**

Brand Stories is one of three core configuration layers in your brand agent. It translates your brand's narratives, audience motivations, and voice into media-buying decisions that drive brand lift across the open web.

This capability complements your Brand Standards and media quality controls, introducing new flexibility for content-based targeting. It enables you to capture:

- **Narratives** you want associated with your brand
- **Audience motivations and interests** that drive engagement and recall
- **Voice and tone** that reflect how your brand should show up
- **Exclusions** for themes or topics that don't align

Your brand agent will evolve alongside your campaigns, your audience, and the culture around them. Marketers have long struggled to balance reach with relevance. Brand Stories solves this by grounding media buying in contexts that actually move brand perception. The result: campaigns that deliver both scale and brand lift.

- **Deeper resonance:** Brand Stories ground campaigns in what audiences value and what motivates them—not just surface-level context. Ads that align with what audiences care about improve recall, favorability, and purchase intent.
- **Multiple narratives for different perception goals:** Run more than one story at a time (for sustainability, innovation, or community, for example), each shaping brand perception differently across audience segments.
- **Holistic integration protects brand equity:** Brand Stories work seamlessly with [Brand Standards](https://scope3.com/news/media-buyers-get-safety-and-suitability-at-scale-with-brand-standards) and media quality controls, so your brand agent can balance resonance with safety and sustainability—protecting the brand lift you're working to achieve.

## **How do I build Brand Stories?**

Building your brand's stories on Scope3's Agentic Advertising Platform is faster than ever. With our new **Story Builder** feature, simply upload your existing marketing assets—like media briefs, campaign plans, or brand guidelines—and let the model generate tailored Brand Stories prompt options. Story Builder analyzes your documents and produces ready-to-use prompts that capture your brand narrative, audience motivations, and strategic priorities, all calibrated to contexts that drive brand lift.

Prefer to craft your prompt from scratch? You can still build manually using our prompting environment. Write your brand story, calibrate it against sample content (including news, articles, and web pages), and deploy it within your brand agent.

![Story Builder](/marketing/blog/introducing-brand-stories-llm-powered-narrative-driven-targeting/image1.webp)

### The five ingredients of winning Brand Stories

Whether you use Story Builder or write your own prompt, a winning Brand Stories prompt consists of five key ingredients that work together to drive brand lift:

1. **Brand narrative:** Your unique story, market position, and what makes your brand compelling to consumers.
2. **Ideal customer profile:** Detailed personas including demographics, psychographics, and journey stage to reach audiences most likely to shift perception.
3. **Content exclusions:** Specific themes, topics, and content types that don't align with your brand values or could undermine brand equity.
4. **Brand voice and messaging:** How you want to be perceived and key messages that drive connection and recall.
5. **Customer interests:** What your audience cares about—their passions and motivations that create receptive contexts for your message.

## **How can brands use Brand Stories?**

Every advertiser approaches Brand Stories differently based on their unique objectives. Whether you want to improve brand favorability, increase consideration, or shift perception on specific attributes, the prompting environment gives you the flexibility to decide what matters most.

- **Optimizing budgets:** A DTC brand might use Brand Stories to guide spend toward environments where their narrative resonates most, driving brand consideration while lowering emissions.
- **Persona emulation:** The Brand Stories LLM can inhabit the persona of your ideal customer profile (ICP) to identify the content and narratives that will resonate most with them. For example, you might include in your prompt that your ICP is "outdoor enthusiasts who live in major metropolitan areas." The agent will "think" like that persona and buy inventory where they're most likely to spend time online.
- **Narrative and persona ideation:** Using the Story Builder tool, Brand Stories can also suggest different narratives and personas based on your inputs to expand your campaign options. For example, given a campaign brief specifying a large target audience segment, Story Builder can surface multiple personas within that segment, with unique narrative approaches to each.
- **Multi-narrative campaigns:** A global B2B technology company could deploy two stories at once—one centered on sustainability, one on innovation—allowing their brand agent to reach different audience mindsets without fragmenting the campaign.

While each brand applies Brand Stories differently, all benefit from a shared outcome: smarter media buying that reflects their strategy more authentically.

## **How can I start storytelling?**

Ready to drive brand lift through smarter targeting? Brand Stories is live today within Scope3's Agentic Advertising Platform, the industry's first system for agentic media buying. You can log in now to configure stories for your brand agent, test it against live content, and activate across your preferred DSPs and SSPs.

If you'd like support with any of these steps, reach out to the Scope3 team to help design, refine, and launch your first Brand Story.


Brand Stories is a new brand agent capability that drives measurable brand lift by placing your ads alongside content that deepens audience connection. Define the narratives and audience motivations your brand agent should prioritize, giving you control over how your campaigns connect with culture and context. Available now within Scope3's Agentic Advertising Platform.

Introducing Brand Stories: LLM-powered, narrative-driven targeting


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

<video controls>
  <source src="/marketing/blog/introducing-brand-agents-take-control-of-every-impression/video1.mp4" type="video/mp4"></source>
</video>

## **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


![Brand Standards Prompt Recipe](/marketing/blog/the-brand-standards-prompt-recipe-your-step-by-step-guide-to-intelligent-content-filtering/image1.webp)
<a class="cta-button" href="/?authType=sign-up">Start building your prompt</a>


Stop relying on blunt blocklists and keyword filters. This practical guide walks you through the essential ingredients for writing Brand Standards prompts that protect your brand with precision—not brute force. Learn how to structure prompts that capture your brand's unique context, values, and exclusions, then test and refine them for real-world performance. The result? Smarter content filtering that reduces waste, unlocks premium inventory, and keeps your brand safe across every impression.

The Brand Standards Prompt Recipe: Your Step-by-Step Guide to Intelligent Content Filtering


We're excited to announce that Scope3's core frameworks now align with GMSF v1.2, giving users more choice in emissions measurement.

The Global Media Sustainability Framework (GMSF) serves as the industry standard for emissions reporting across advertising and media. With this update, Scope3 users can now choose their preferred framework for emissions measurement from three GMSF v1.2-aligned options.

Developed by Ad Net Zero through collaborative working groups that include over 120 advertising and media companies in over 40 markets, GMSF represents the industry's collective effort to establish consistent measurement practices. In June 2025, Ad Net Zero released GMSF v1.2, incorporating important improvements to the digital framework, updated emissions factors, and enhanced guidance on data accuracy levels.

**Enhanced Capabilities Starting October 1**

Starting October 1, 2025, these industry developments translate into enhanced measurement capabilities for Scope3 measurement users. We have aligned our default Scope3 model with GMSF v1.2, and now offer users a choice of framework to apply for both campaign and property emissions reporting.

Specifically, users can now choose from the following framework options: 

- **Scope3 (excluding consumer device)** – The default model has been updated to align with GMSF v1.2, but continues to include additional media emissions not covered by GMSF v1.2.
- **Scope3 (including consumer device)** – This optional model has been updated as above, but also continues to include consumer device emissions.
- **GMSF v1.2** – Choose this model for strict adherence to the industry framework

![](https://44188919.fs1.hubspotusercontent-na1.net/hubfs/44188919/Blog%20Images/Sep%202025%20-%20GMSFv1.2-selector.jpg)

**Supporting Your Sustainability Measurement and Activation Goals**

With this release, Scope3 users have more options to measure media sustainability. The Scope3 framework includes all GMSF v1.2 framework categories in addition to other categories not yet included in the standard. More details can be found in the [October methodology notes](https://docs.scope3.com/changelog/october-2025-emissions-model#/).

All measurement frameworks on Scope3 continue to be supported by our open-source methodology and contributed data from supply chain partners – ensuring the highest depth and accuracy available. Sustainable media is higher quality, more performant media, and brands can now activate against this media through brand agents on the Scope3 platform.

Scope3 customers can select their preferred framework for campaign sustainability reporting starting October 1. You can preview the numbers from the updated models today by looking at "Latest" in any property report.

**Preparing for Industry Standards**

Scope3 has been an active participant in the evolution of GMSF, contributing our methodology expertise and real-world measurement insights to help shape the framework's development. As a global supporter and member of the charter steering group, we've worked to ensure GMSF reflects both practical implementation needs and technical accuracy requirements.

With formal GMSF compliance processes expected in early 2026, this update ensures your measurement approach will meet evolving industry standards. 

If you have any questions about this update, or want to learn more about you can drive better media performance through sustainable media, please don’t hesitate to reach out.


Scope3's core frameworks now align with GMSF v1.2 and users now have more choices for emissions measurement.

The platform for agentic advertising.

See how Scope3 can make an impact for you.

Explore all that
Scope3 has to offer.

The platform for agentic advertising.

See how Scope3 can make an impact for you.

Explore all thatScope3 has to offer.

Explore all that
Scope3 has to offer.