Scope3 Names Tim Collier Chief Commercial Officer as It Pushes Into ‘Agentic Advertising’

Scope3 has promoted Tim Collier to chief business officer, efficient instantly, because the sustainability-focused adtech agency doubles down on what it calls “agentic promoting.”  Collier, who has led Scope3’s U.Ok. and Northern Europe enterprise for the previous yr, succeeds Brenda Tuohig, who will stay as an advisor. He’ll report back to CEO Brian O’Kelley.Earlier than becoming a member of Scope3, Collier spent greater than a decade at Google, most not too long ago as head of know-how and knowledge partnerships for the U.Ok.In his new function, Collier will oversee all of Scope3’s business operations, however will deal with constructing out the corporate’s agentic promoting technique—an rising class that makes use of AI brokers to reshape how manufacturers, companies, and media firms purchase media.“That is the primary time this class has been constructed,” he advised ADWEEK, including that the problem lies in designing a business construction that helps early adopters—manufacturers, companies, and media firms—that wish to experiment with new approaches that contain AI brokers.  “As we take into consideration constructing and proudly owning the agentic promoting class, it requires us to completely rethink how we arrange the business construction of the enterprise,” he stated. “This isn’t about taking a ton of programmatic gamers and placing an AI on prime of it. That doesn’t work.” Scope3 already counts Omnicom, Butler/Until, Draft Digital and platforms together with Meta and Amazon amongst its companions, and is eyeing for extra offers. Collier wouldn’t share specifics. “This isn’t about entering into and taking a ton of programmatic gamers and put an AI on prime of it. That doesn’t work.”Collier’s promotion comes on the heels of Scope3’s announcement earlier this yr, introducing Model Requirements, an AI-powered model security and suitability software that lets entrepreneurs construct customized brokers primarily based on firm values, enterprise targets and viewers demographics to evaluate placements on the content material stage.In a single instance, company Draft Digital used Scope3’s software on Meta for a lottery shopper. The agent flagged that a part of the advertiser’s spend was working alongside playing content material—one thing prohibited underneath lottery tips. By blocking that 25% of misplaced spend and redirecting it into permitted stock, the model reinvested in media that was each compliant and simpler, in response to Collier. “25% is absolutely materials by way of the distinction agentic options could make,” he added.