New Digital Age NDA in Cannes '25: Brian O'Kelley, CEO of Scope3 discusses the "post-web world"
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Jun 26, 2025 Brian O'Kelley, Co-founder and CEO of Scope3, is a renowned ad tech pioneer dedicated to decarbonizing the global economy. In this engaging conversation, he explores the evolution of digital advertising and the impact of generational shifts and AI on strategy. O'Kelley discusses the future of digital presence, questioning the sustainability of traditional websites. He also highlights the transformative role of AI in creating tailored ad experiences, the emergence of prompt engineers, and the urgency for ethical practices to reduce waste in the industry.
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Rethinking Advertising Post-Web
- The digital advertising technologies invented in a web-first world are outdated for today's post-web, AI-driven environment.
- We need to unlearn past assumptions and rethink advertising with a beginner's mind for the future landscape.
AI Improves Brand Safety
- Brian tested AI's ability to do brand safety by combining insurance company brand values with webpage content.
- AI produced nuanced brand safety assessments far better than keyword approaches, showing potential to improve ad targeting.
Advertising as a Matching Problem
- Advertising is fundamentally a matching problem to align messages with the right audience.
- AI can help solve this problem efficiently, creating relevance without the need for costly manual processes.