Marketecture: Get Smart. Fast. Episode 115: Brian O'Kelley on AI, Carbon, and the Scope3 pivot
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Mar 21, 2025 Brian O'Kelley, CEO of Scope3 and expert in carbon measurement in ad tech, discusses groundbreaking developments at his company. He dives into the transition towards AI-driven algorithms and data verification in advertising. The conversation highlights innovative brand safety solutions, the necessity of human oversight in AI, and the challenges faced by startups. O'Kelley also explores the future of custom algorithms in programmatic advertising and the evolving landscape shaped by economic shifts and consumer behaviors.
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AI Drives Custom Brand Safety
- AI enables brand safety by assessing content fit for specific brands beyond keywords.
- This approach customizes brand safety decisions for each brand's unique values and needs.
Flight Prototype Beats Keywords
- Brian built a prototype AI brand safety tool during a flight to Japan using about 50 articles.
- The AI model outperformed keywords, blocking fewer safe articles and avoiding unnecessary bans.
Quality Media Cuts Carbon
- Improving media quality reduces carbon footprint because waste like fraud and poor supply chains cause excess carbon.
- AI-driven brand safety aligns with Scope 3's mission to cut carbon by enhancing media quality.