Scope3, which launched in 2022 to measure carbon emissions across the ad supply chain, is rebranding today as Apostra to reflect its AI focus.
The name shares a Greek root with “apostrophe”—apo (“away”) and strephein (“to turn”). It encapsulates CEO Brian O’Kelley’s focus: ushering his business—and the advertising industry—toward a more efficient future ruled by AI.
“Adtech spent 20 years, 25 years, making things really complicated,” he said, “and simplifying it would have a significant impact.”
Already, Apostra’s agentic platform is handling automated media buys in the U.S., the U.K., Brazil, France, and some other markets for some “very large” brands totalling around $1.2
