Scope3 Layoffs Shift to Agentic Advertising
- Scope3, a leading provider of supply chain transparency solutions for digital advertising, laid off a portion of its staff on August 28, 2024, as part of a strategic...
- While the exact number of employees affected remains undisclosed, the restructuring follows the appointment of Tim Collier as Chief Commercial Officer, signaling a deliberate move towards a more...
- Agentic advertising represents a shift in the digital advertising landscape, where brands and agencies take greater control over their media spend and supply chain.
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Scope3 Layoffs and Strategic Shift to Agentic Advertising
Table of Contents
Updated September 5, 2025, 4:13 PM EDT
What Happened?
Scope3, a leading provider of supply chain transparency solutions for digital advertising, laid off a portion of its staff on August 28, 2024, as part of a strategic restructuring focused on expanding its “agentic advertising” offerings. The cuts primarily impacted the company’s commercial team, responsible for revenue generation through sales and partnerships. ADWEEK first reported the layoffs.
While the exact number of employees affected remains undisclosed, the restructuring follows the appointment of Tim Collier as Chief Commercial Officer, signaling a deliberate move towards a more agency-focused approach.
What is Agentic Advertising?
Agentic advertising represents a shift in the digital advertising landscape, where brands and agencies take greater control over their media spend and supply chain. Instead of relying heavily on intermediaries, agentic models empower advertisers to directly negotiate with publishers and technology providers, fostering greater transparency and efficiency. Scope3 aims to facilitate this transition by providing data and tools that enable informed decision-making throughout the advertising ecosystem.
This approach contrasts with customary programmatic advertising, frequently enough criticized for its opacity and lack of control. Agentic advertising seeks to address these concerns by giving advertisers more agency – hence the name - over their investments.
Scope3’s Restructuring: Details and Impact
The restructuring primarily affected Scope3’s commercial team, which handles sales, partnerships with brands, agencies, and adtech providers. A company spokesperson confirmed the layoffs but declined to specify the number of employees impacted. However,according to a december 2023 blog post by CEO and co-founder Brian O’Kelley,Scope3 employed over 100 staff members worldwide as of that date. ADWEEK’s reporting also indicates that some employees chose to leave the company voluntarily following the announcement.
The move suggests Scope3 is prioritizing investment in its agentic advertising platform and related services, possibly requiring a different skillset within its commercial team. This shift aligns with broader industry trends towards greater transparency and control in digital advertising.
Scope3: Company Overview
Scope3 is a data platform focused on providing transparency into the digital advertising supply chain. Founded in 2021 by Brian O’Kelley (formerly of The Trade Desk) and David Goddard, the company aims to help advertisers understand the true cost and impact of their media spend. Scope3’s platform provides data on carbon emissions, brand safety, and other key metrics, enabling advertisers to make more informed decisions.
| Key Metric | Data (as of Dec 2023) |
|---|---|
| Worldwide Staff | 100+ |
| Founders | Brian O’Kelley, David Goddard |
| Year Founded | 2021 |
Timeline of Key Events
- December 2023: Scope3 reports having over 100 employees worldwide.
- August 28, 2024: Scope3 conducts layoffs impacting its commercial team.
- August 29, 2024: ADWEEK reports on the layoffs and Scope3’s shift towards agentic advertising.
- September 5, 2025: This article is updated with the latest data.