In this week's Media Briefing, Seb Joseph discusses publisher responses to Brian O'Kelley's Scope3 ad platform aimed at reforming the ad tech landscape. Although O'Kelley initially built the programmatic system, he now critiques its inefficiencies and proposes Scope3 as a solution that leverages AI to streamline transactions between advertisers and media owners. The platform claims to eliminate middlemen while introducing advanced tools like 'Brand Standards' for nuanced brand safety. However, many publishers are not convinced that Scope3 adequately addresses their needs, casting doubt on its potential effectiveness.
"This is the kind of technology that this ecosystem needs," said O'Kelley. "No one could accuse me of being anti programmatic. I just think there's so much opportunity out there to create value for this entire ecosystem."
O'Kelley argues that the very system he helped create has become bloated with middlemen, riddled with inefficiencies and ultimately stacked against publishers.
Publishers aren't convinced that Scope3 is the answer they need, expressing skepticism despite the optimistic pitch.
Scope3 is introducing 'Brand Standards,' an AI-driven alternative to traditional brand safety tools, designed to be more adaptive in understanding suitable content for ads.
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