Scope3 launches AI brand safety integration with Amazon DSP

Scope3 announced on March 13, 2025, its integration with Amazon DSP, which according to Alex Beaurepaire, Marketing at Scope3, became available last month. The partnership introduces two primary capabilities: Brand Standards and the Agentic Media Platform, designed to enhance programmatic advertising effectiveness through artificial intelligence-driven decisioning.

The announcement, delivered at Scope3's Landscape conference, positions the collaboration as a significant advancement in programmatic advertising technology. Amazon DSP becomes the first demand-side platform to integrate with Scope3's Agentic Media Platform, according to the company's official statement.

Technical architecture and implementation details

Scope3's Brand Standards feature enables Amazon DSP customers to deploy custom-trained models for media buying decisions. These models align with specific advertiser values and objectives while eliminating the traditional approach of blocking categories and keywords, which can limit campaign reach.

According to Alex Beaurepaire, Marketing at Scope3, "Scope3 is now available in the Amazon Ads DSP!" The platform allows advertisers to use Scope3's pre-bid segments to purchase "better, more sustainable, and higher-quality media within the Amazon ecosystem."

Scope3 Brand Standards enables advertisers to "take more control over brand safety & suitability and what's right for their brand using custom AI models that automatically block content that doesn't match their values and marketing goals," according to Beaurepaire's announcement.

The company has also implemented Scope3 Essentials, described as "a dynamic, always-on feature that blocks high-emission, low-quality inventory to cut waste and boost media performance." For existing Amazon Ads users, Beaurepaire notes that Scope3 Essentials is accessible "directly within the DSP, under the 'Verification' section of the targeting tools."

Brand safety transformation through AI models

The system leverages Scope3's relationships across the programmatic ecosystem to ensure content provenance throughout the media supply chain. Deployable through the Agentic Media Platform, Brand Standards can employ specialized agents that provide campaign governance, data privacy compliance, and media responsibility verification.

The Agentic Media Platform allows advertisers and agencies to construct AI-enabled media products designed for efficiency and sustainability. These agents utilize proprietary Scope3 datasets to maintain consistency and quality regardless of transaction location or method within the media ecosystem.

Expert agents can integrate custom algorithms, data, and policies to connect advertisers' specialized knowledge and proprietary data across the entire media ecosystem. This integration enables brands and agencies to leverage their internal expertise at scale through automated decisioning processes.

Traditional brand safety approaches rely on keyword and category blocking, which can significantly reduce campaign reach and effectiveness. Scope3's Brand Standards addresses this limitation by implementing custom AI models that understand advertiser-specific brand safety requirements without broad exclusions.

The models receive training on individual brand guidelines, marketing objectives, and acceptable content parameters. This approach enables more nuanced decision-making compared to industry-standard blocking lists that apply uniform restrictions across diverse brand requirements.

Content provenance verification occurs at each step of the media supply chain through Scope3's established relationships with programmatic ecosystem participants. This end-to-end visibility provides advertisers with greater confidence in their media placements while maintaining campaign scale.

Market context and industry implications

The partnership emerges as programmatic advertising faces increased scrutiny over transparency and effectiveness. Recent industry analysis suggests that AI agents could significantly disrupt traditional DSP business models through automated campaign management and curation capabilities.

Amazon DSP has expanded its capabilities throughout 2024 and early 2025, introducing features such as goal-based bidding for brand awareness campaigns and enhanced creative review processes with asset-level moderation. The platform has also consolidated first-party inventory across Amazon properties and launched an activation partners program to formalize DSP partnerships.

The introduction of AI-driven decisioning capabilities aligns with broader industry trends toward automation and optimization in programmatic advertising. Studies indicate that 42-49% of advertising dollars fail to reach publishers due to intermediary fees and technical inefficiencies, highlighting the need for more direct and transparent solutions.

Platform integration and current availability

The Scope3 integration is currently available to both managed service and self-service Amazon DSP customers. Implementation occurs through the existing Amazon DSP interface, requiring no additional technical infrastructure from advertisers.

Scope3 Essentials, a dynamic feature that blocks high-emission, low-quality inventory, is currently accessible within Amazon DSP under the "Verification" section of targeting tools. This feature operates automatically to reduce waste and improve media performance.

For advertisers seeking Brand Standards access or those not currently using Amazon Ads, Beaurepaire recommends contacting Scope3 directly "to learn more." The company provides support for both new and existing Amazon DSP users during the integration process.

Executive perspective on industry transformation

"We all know AI is going to transform advertising. But to do so, it needs to solve real industry problems better than legacy solutions. We saw the opportunity to rethink brand safety and media effectiveness from the ground up. What we've built wasn't possible a year ago, and the ability to deploy it on the Amazon DSP to advertisers and agencies at scale – will have a positive impact across ad buyers, publishers, and media consumers," stated Brian O'Kelley, CEO and Co-founder at Scope3.

The statement emphasizes the technical advancement required to enable AI-driven advertising solutions at enterprise scale. O'Kelley's background includes co-founding AppNexus, one of the early programmatic advertising platforms, providing industry context for the assessment of AI's transformative potential.

Scope3 company background and market position

Scope3 operates as a public benefit corporation focused on media effectiveness, safety, and sustainability. The company serves hundreds of global brands and agencies through its activation and measurement products, which aim to maximize digital media investment impact.

The company maintains a global presence with teams distributed across North America, Europe, and Asia-Pacific regions. Scope3's approach combines media quality improvement with waste elimination and enhanced brand safety and sustainability metrics.

The partnership with Amazon DSP represents Scope3's first major platform integration for its Agentic Media Platform, establishing a precedent for future demand-side platform collaborations. The company's focus on sustainability alongside effectiveness differentiates its offering within the competitive media technology landscape.

Industry measurement and transparency initiatives

Amazon DSP's recent MRC accreditation for additional measurement standards demonstrates the platform's commitment to industry transparency requirements. The Media Rating Council accreditation covers specific metrics including Display Begin-to-Render Impressions and other standardized measurements.

The partnership with Scope3 extends this transparency focus by providing content provenance verification throughout the programmatic supply chain. This end-to-end visibility addresses advertiser concerns about media quality and placement verification.

Enhanced measurement capabilities enable more sophisticated campaign optimization and performance analysis. The combination of Amazon DSP's measurement infrastructure with Scope3's AI-driven decisioning creates opportunities for more precise media buying strategies.

Launch timeline and current status

The integration launched last month according to Alex Beaurepaire, coinciding with the March 13, 2025 announcement at Scope3's Landscape conference. This timing provides advertisers immediate access to the new capabilities without waiting for future deployment phases.

The availability represents the completion of technical integration between Scope3's Agentic Media Platform and Amazon DSP's infrastructure. Early implementation enables real-world testing and optimization of the AI-driven features within live campaign environments.

The launch timing aligns with Amazon DSP's broader platform enhancements, including display ad targeting improvements with fold position controls and expanded inventory access across Amazon properties.

Technical infrastructure and data management

The Agentic Media Platform requires sophisticated data processing capabilities to enable real-time decisioning across multiple inventory sources and campaign objectives. Scope3's proprietary datasets provide the foundation for consistent quality and performance optimization.

Data privacy compliance mechanisms are integrated into the platform architecture, addressing regulatory requirements across different markets and jurisdictions. Expert agents can enforce specific data handling policies based on advertiser requirements and applicable regulations.

The system supports multiple integration methods, including API access for developers and agencies with technical capabilities. User interface integration provides accessible controls for advertisers preferring managed campaign execution.

Competitive landscape and market differentiation

The partnership positions Amazon DSP competitively against other major programmatic platforms by offering unique AI-driven capabilities. Traditional DSPs rely primarily on targeting and optimization features that operate within established programmatic frameworks.

Scope3's approach to brand safety through custom AI models rather than keyword blocking represents a technical advancement that could influence industry practices. The emphasis on sustainability metrics also addresses growing advertiser interest in environmental impact measurement.

The collaboration demonstrates Amazon's strategy of enhancing DSP capabilities through strategic partnerships rather than solely through internal development. This approach enables faster innovation cycles and access to specialized technologies.

Timeline

March 13, 2025: Scope3 announces Amazon DSP partnership at Landscape conference, with integration already launched last month according to Alex Beaurepaire

January 2025: Amazon consolidates first-party ad inventory across owned media properties

December 2024: Amazon DSP enhances display ad targeting with fold position controls

October 2024: Amazon DSP launches goal-based bidding for brand campaign efficiency 

July 2025: Amazon launches ad tech activation partners program

May 2024: Amazon DSP enhances creative review with asset-level moderation

May 2024: Amazon DSP bolsters measurement transparency with additional MRC accreditation

Key terms explained

Amazon DSP: Amazon's demand-side platform serves as a programmatic advertising technology that enables advertisers to purchase digital ad inventory across Amazon-owned properties and third-party publishers through automated bidding processes. The platform uses machine learning algorithms to optimize campaign performance based on advertiser-defined objectives such as conversions, reach, or brand awareness, while providing access to Amazon's extensive first-party data and premium inventory sources.

Agentic Media Platform: Scope3's proprietary technology framework that allows advertisers and agencies to build and deploy AI-enabled media products designed for efficiency and sustainability. The platform creates custom AI agents that make autonomous buying decisions aligned to specific marketing goals, utilizing proprietary datasets to ensure consistency and quality across different media transaction methods and locations within the programmatic ecosystem.

Brand Standards: A specialized feature within Scope3's offering that uses custom-trained AI models for media buying decisions, ensuring brands can maximize reach without compromising brand safety requirements. Unlike traditional keyword and category blocking approaches, Brand Standards align with advertisers' specific values and objectives while maintaining campaign scale through more sophisticated content evaluation mechanisms.

Programmatic advertising: An automated method of buying and selling digital advertising inventory through real-time bidding systems and demand-side platforms. This technology eliminates manual insertion order processes by enabling data-driven media purchasing at scale, using algorithms to evaluate and bid on ad placements across millions of websites and applications within milliseconds of user page loads.

AI models: Artificial intelligence systems trained on specific datasets to make autonomous decisions within defined parameters and objectives. In the context of Scope3's Brand Standards, these models receive training on individual brand guidelines, marketing objectives, and acceptable content parameters to enable more nuanced decision-making compared to industry-standard blocking approaches that apply uniform restrictions.

Media buying: The strategic process of purchasing advertising inventory across various digital channels, platforms, and publishers to reach target audiences effectively. Modern media buying increasingly relies on programmatic technologies and data-driven optimization to maximize campaign performance while minimizing waste and ensuring brand safety across complex digital advertising ecosystems.

Campaign optimization: The continuous process of analyzing and adjusting advertising campaign parameters to improve performance metrics such as reach, frequency, conversions, and cost efficiency. Advanced optimization incorporates machine learning algorithms, real-time bidding adjustments, and audience insights to enhance campaign effectiveness while maintaining budget control and meeting advertiser objectives.

Content provenance: The verification and tracking of digital content origin, authenticity, and quality throughout the media supply chain from initial creation to final ad placement. Scope3's approach ensures transparency at each step of the programmatic advertising process, providing advertisers with confidence in their media placements while maintaining visibility into where and how their advertisements appear.

Q2 2025: The second quarter of 2025 was initially planned as the launch timeline for Scope3's integration with Amazon DSP, but according to Alex Beaurepaire, the integration actually launched last month, ahead of the originally announced schedule. This earlier availability allows advertiser immediate access to Brand Standards and Agentic Media Platform capabilities without waiting for the initially projected deployment timeline.

Industry transparency: The commitment to providing clear visibility into programmatic advertising processes, including supply chain intermediaries, fee structures, and media placement verification. Enhanced transparency addresses advertiser concerns about where their budgets are spent and how effectively their advertisements reach intended audiences, particularly important given studies showing 42-49% of advertising dollars failing to reach publishers due to intermediary inefficiencies.

Summary

Who: Scope3, a public benefit corporation focused on media effectiveness and sustainability, announced a partnership with Amazon DSP, Amazon's programmatic advertising platform.

What: The partnership introduces two AI-powered capabilities - Brand Standards and the Agentic Media Platform - designed to optimize media buying through custom AI models and automated decisioning processes that enhance brand safety without traditional keyword blocking limitations.

When: The announcement was made on March 13, 2025, at Scope3's Landscape conference, with the integration having launched last month according to Alex Beaurepaire, Marketing at Scope3.

Where: The integration will be available globally through Amazon DSP to both managed service and self-service customers, with Scope3 maintaining operations across North America, Europe, and Asia-Pacific regions.

Why: The partnership addresses industry challenges including lack of transparency in programmatic advertising, inefficient brand safety mechanisms that limit campaign reach, and the need for more sophisticated AI-driven optimization that can solve real industry problems better than legacy solutions while ensuring content provenance throughout the media supply chain.