Brian O'Kelley, co-founder of AppNexus, is set to transform the ad tech landscape by addressing systemic inefficiencies through AI. His new venture, Scope3's agentic advertising platform, focuses on optimizing media buying for sustainability, efficiency, and brand safety. Amidst growing distrust in programmatic advertising—exacerbated by recent scandals, including ads linked to child abuse content—marketers are demanding change. Immediate reactions from brands cutting budgets reflect a broader crisis and call for accountability within a generally opaque and problematic industry.
Brian O'Kelley is reshaping ad tech with AI, aiming for a system that prioritizes efficiency, sustainability, and brand safety amidst growing industry scandals.
Market trust declines as major scandals shake programmatic advertising. Companies reacted by slashing budgets with no second thoughts, highlighting the industry's fragility.
For years, advertisers had tolerated the problems of programmatic advertising, but now their patience is waning, shifting towards demands for transparency and reform.
A major scandal involving ads appearing next to child sexual abuse content triggered immediate budget cuts from major brands, showcasing the dire need for change in the system.
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