Ciaran O'Kane turns his trusty pen to Scope3's new agentic advertising platform, and why it's all about signal and scaled sell-side curation...

Many will be chatting about the Scope3 “pivot” after its announcement today. But I see it as an evolution, more than a pivot. Scope3 is a Super Signal Aggregator (SSA), and has been heading in that direction for some time.

The company started in sustainability - a vital signal in itself. It then bought Adloox, an ad verification tool. What it didn’t have was an activation piece; now sell-side curation offers the company the means to activate this signal. There will be lots of chat about “agentics” but that’s just workflow automation underpinned by AI. This is really about signal and scaled sell-side curation. BOK is building his own SSA. 

In this week’s ExchangeWire MadTech Sketch, I outline what this SSA stack looks like, the key players in this emerging category, and the components of the SSA stack (aggregation, activation and measurement). It is also an important note on proprietary signal vendors. SSAs need this to feed the algorithm. More SSAs will emerge, competing with a host of companies, including the DSP.