Scope3, the adtech firm specializing in supply chain transparency, is undergoing further restructuring, including staff reductions, as it refocuses its business strategy on “agentic advertising.” The moves, confirmed by the company, follow a previous round of layoffs five months prior and signal a significant shift for the four-year-old company founded by programmatic advertising pioneer Brian O’Kelley.
While Scope3 declined to disclose the precise number of employees affected, the cuts impact both its commercial and engineering teams. A company spokesperson stated the adjustments are “to align with market demand.” One impacted employee reported learning of their job loss via a brief call with their manager last week, expressing surprise at the decision.
As of late 2024, Scope3 employed over 100 people globally, according to a blog post by O’Kelley. However, that figure predates previous layoff rounds. The recent restructuring also comes alongside voluntary departures, with two former employees reporting that some colleagues left the company independently following the announcement of the changes.
The company’s evolution began with a focus on quantifying carbon emissions within the adtech ecosystem. However, in 2025, Scope3 pivoted towards agentic advertising – a system utilizing AI agents to automate media buying decisions at the impression level. This strategic redirection is now driving the latest organizational changes.
The shift to agentic advertising involves developing AI-powered products designed to automate brand safety and suitability checks. Scope3 launched such products last spring. O’Kelley has also been involved in efforts to standardize agentic media buying and selling through the Ad Context Protocol (AdCP). While AdCP has garnered support from industry players like Yahoo, PubMatic, and Magnite, widespread adoption remains limited.
The restructuring coincides with the appointment of Tim Collier as Chief Commercial Officer on . Collier succeeds Brenda Tuohig, who is transitioning to an advisory role. Prior to his appointment, Collier led Scope3’s U.K. And Northern Europe business operations, expanding the company’s presence in those markets. He previously held a leadership position at Google, focusing on technology and data partnerships.
Collier emphasized the fundamental changes required to support the new agentic advertising model. “This isn’t about taking a ton of programmatic players and putting an AI on top of it. That doesn’t work,” he stated in an interview with Adweek. He explained that the commercial challenge lies in creating structures that accommodate brands, agencies, and media companies experimenting with AI agents, rather than relying on traditional programmatic methods.
The move towards agentic advertising necessitates a complete rethinking of Scope3’s commercial structure, according to Collier. He believes the company is building a new category and requires a commercial approach tailored to that innovation.
Scope3’s restructuring is part of a broader trend within the adtech industry. saw The Trade Desk also announce staff cuts, impacting less than 1% of its workforce. These actions suggest a period of recalibration as companies navigate evolving technologies and market conditions.
The company maintains its focus on building the “agent-to-agent media infrastructure” needed as the industry transforms, according to a spokesperson. However, the recent layoffs and strategic shift underscore the challenges inherent in pivoting a business model and establishing a foothold in a nascent market like agentic advertising.
