Scope3 appoints Tim Collier as chief commercial officer amid staff layoffs

Scope3 appointed Tim Collier as chief business officer on August 29, 2025, whereas concurrently conducting layoffs that primarily affected its business staff. The appointments and departures type a part of the corporate’s strategic shift towards what it calls “agentic promoting”—a class that makes use of AI brokers to automate media shopping for choices on the impression stage.

Collier’s appointment turns into efficient instantly, in response to the corporate announcement. He succeeds Brenda Tuohig, who transitions to an advisory position. Collier beforehand led Scope3’s U.Ok. and Northern Europe enterprise operations for the previous yr, increasing the corporate’s presence in European markets.

The brand new chief business officer brings greater than a decade of expertise from Google, the place he most not too long ago served as head of expertise and information partnerships for the U.Ok. His background consists of creating strategic partnerships between Google and main advertisers, companies, and expertise suppliers throughout European markets.

“That is the primary time this class has been constructed,” Collier told Adweek, referring to agentic promoting. He emphasised that the business problem entails designing constructions that help manufacturers, companies, and media firms experimenting with AI brokers moderately than conventional programmatic approaches.

In accordance with Collier, the strategic pivot requires elementary modifications to how Scope3 constructions its business operations. “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 defined. “This is not about taking a ton of programmatic gamers and placing an AI on prime of it. That does not work.”

The corporate declined to specify the variety of staff affected by the layoffs introduced on August 28, 2025. Most departures occurred throughout the business staff answerable for producing income by way of product gross sales and partnerships with manufacturers, companies, and adtech suppliers. One affected worker, talking anonymously, indicated further voluntary departures adopted the layoff announcement.

Regardless of the workers reductions, Scope3 continues hiring in product and engineering departments thought-about crucial for scaling AI choices. LinkedIn exhibits seven open positions throughout advertising and marketing, accounting, and engineering capabilities on the time of writing.

The restructuring coincides with Scope3’s growth past its flagship carbon emissions information product. The corporate launched its Agentic Media Platform in March 2025, described as an adaptable working system enabling organizations to construct, combine, or deploy brokers that execute autonomous choices on the impression stage.

Scope3’s Model Requirements product represents one other element of this AI-powered method. The device permits entrepreneurs to assemble customized brokers for model security and suitability choices, competing immediately with established verification suppliers DoubleVerify and Integral Advert Science.

Collier supplied particular efficiency information from company Draft Digital’s use of Scope3’s AI brokers on Meta’s platform for a lottery consumer. The agent recognized that 25% of the advertiser’s spending appeared alongside playing content material, violating lottery tips. Blocking misplaced stock and redirecting funds to accepted placements improved each compliance and marketing campaign effectiveness.

“25% is de facto materials by way of the distinction agentic options could make,” Collier famous, illustrating the potential impression of AI-driven decision-making in comparison with conventional approaches.

The corporate’s current partnerships embrace Omnicom, Butler/Until, Draft Digital, Meta, and Amazon. Scope3 launched an AI brand safety integration with Amazon DSP earlier this yr, providing customized AI fashions and agentic decisioning for programmatic campaigns. The partnership launched Model Requirements and the Agentic Media Platform to boost promoting effectiveness by way of AI-driven decisioning.

Meta certified Scope3 as a business partner in March 2025, deploying customized AI brokers for precision content material blocking throughout Fb and Instagram feeds. This integration permits manufacturers to implement personalized content material blocking mechanisms aligned with particular requirements and values.

Scope3’s method addresses limitations in conventional model security methodologies that depend on key phrase and class blocking, typically decreasing marketing campaign attain and effectiveness. The corporate’s AI fashions perceive advertiser-specific necessities with out implementing broad exclusions.

In accordance with current business evaluation, agentic AI threatens traditional DSP business models by automating marketing campaign setup, focusing on, and optimization capabilities at present dealt with by demand-side platforms. Business knowledgeable Ari Paparo suggests these techniques may deploy throughout a number of promoting venues inside fragmented media environments, probably eliminating centralized roles historically occupied by DSPs.

The timing displays broader consolidation traits throughout promoting expertise. Microsoft introduced the closure of its Xandr DSP efficient February 28, 2026, citing strategic pivots towards “conversational, customized, and agentic” promoting futures incompatible with conventional DSP fashions.

Scope3 operates as a public profit company centered on media effectiveness, security, and sustainability. The corporate serves a whole lot of world manufacturers and companies by way of activation and measurement merchandise designed to maximise digital media funding impression.

CEO Brian O’Kelley co-founded AppNexus, one of many early programmatic promoting platforms, offering business context for assessing AI’s transformative potential in digital promoting. The corporate maintains a worldwide presence with groups distributed throughout North America, Europe, and Asia-Pacific areas.

The March 2025 launch of agentic merchandise adopted Scope3’s November 2024 acquisition of Adloox, increasing capabilities in media sustainability and model security options. Google updated Display & Video 360 to mirror the Scope3 rebrand in July 2025, finishing complete platform integration.

Business evaluation suggests agentic AI may considerably disrupt programmatic promoting by way of automated marketing campaign administration and curation capabilities. The expertise addresses rising demand for options serving to entrepreneurs navigate fragmentation throughout promoting expertise platforms whereas unlocking effectivity at scale.

The business staff restructuring positions Scope3 to help early adopters experimenting with AI brokers moderately than conventional media shopping for approaches. This shift requires new business constructions accommodating manufacturers, companies, and media firms testing autonomous decision-making techniques.

Collier will oversee all business operations whereas focusing particularly on constructing the corporate’s agentic promoting technique. His position entails creating partnerships and business frameworks supporting organizations implementing AI brokers for media shopping for and optimization.

The appointments and layoffs characterize Scope3’s most vital organizational change since launching agentic merchandise earlier this yr. The corporate positions itself as establishing and proudly owning the agentic promoting class by way of technical innovation and business construction growth.

Timeline

Abstract

Who: Scope3, a sustainability-focused adtech firm, appointed Tim Collier as chief business officer whereas implementing workers cuts primarily affecting its business staff. Collier, a former Google government with over a decade of expertise, beforehand led Scope3’s U.Ok. and Northern Europe operations.

What: Scope3 carried out layoffs and government appointments as a part of its strategic pivot towards “agentic promoting”—AI-powered techniques that automate media shopping for choices. The corporate promoted Collier to supervise business operations whereas Brenda Tuohig transitions to an advisory place.

When: The layoffs occurred on August 28, 2025, with Collier’s appointment introduced on August 29, 2025, efficient instantly. The modifications observe the March 2025 launch of Scope3’s agentic promoting merchandise and platform.

The place: The restructuring impacts Scope3’s international operations, which span North America, Europe, and Asia-Pacific areas. The corporate serves a whole lot of manufacturers and companies whereas sustaining partnerships with main platforms together with Meta, Amazon, and Google.

Why: Scope3 restructured to help its transition from carbon emissions information supplier to agentic promoting platform operator. The corporate goals to ascertain and personal the rising class of AI-driven media shopping for, requiring new business constructions that help early adopters experimenting with autonomous decision-making techniques moderately than conventional programmatic approaches.