In this episode, Wayne & Rob chat with the AdTech legend that is Brian O’Kelley.
This podcast covers a lot of ground but the four key points are:
1. The Future of Advertising Is Agentic & AI-Driven
Brian outlines a major shift in digital advertising: from rule-based programmatic systems to AI-powered, agentic decision-making.
2. Auctions May Be Obsolete
Brian critiques the current auction-based ad buying model, calling it outdated. Instead of advertisers bidding for impressions, he proposes reversing the model: AI should decide which advertiser is most relevant for a given piece of content — optimizing for influence and outcomes, not price.
3. Fixing Perverse Incentives & Cleaning Up the Ecosystem
Much of the industry’s waste, fraud, and low performance comes from misaligned incentives and outdated tech (e.g., GAM limitations). Brian calls for rebuilding the infrastructure — with cleaner, more transparent, and measurable systems that reward quality inventory and legitimate user engagement.
4. Scope3’s Vision: Merging Sustainability, Quality, and AI
Scope3 started with a mission of sustainability, but is expanding to build a broader intelligence layer. This includes brand standards, better viewability, and deeper contextual targeting — all powered by AI and grounded in high-quality, trustworthy media environments.
This conversation was one where both Rob & Wayne walked away whatsapp’ing each other about the opportunities agentic media can provide to buyers and sellers.
We hope you enjoy this episode and if you liked it, please subscribe or follow so you get notified whenever a new episode is live.
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