Adtech vet Brian O'Kelley's startup is pivoting to AI agents and rebranding with a new name
Adtech veteran Brian O'Kelley's startup, formerly Scope3, is rebranding as Apostra and pivoting to focus on agentic AI advertising. The new platform aims to serve as an 'orchestration layer' connecting AI agents for advertisers and publishers, streamlining ad campaign management across fragmented media.
Why it matters
This strategic pivot by an industry veteran could signal a significant shift in the adtech landscape, potentially revolutionizing how advertising campaigns are negotiated and executed, making them more efficient and accessible across diverse platforms using AI.
Apostra cofounders Brian O'Kelley and Anne Coghlan Franco Vogt Pivot! Adtech veteran Brian O'Kelley's Scope3 startup is rebranding. Apostra wants to become a leader in agentic AI advertising. The startup acts as an "orchestration layer" connecting advertiser agents with publisher agents. Adtech veteran Brian O'Kelley , once described as the "master of the hard pivot," is pushing the reset button again. O'Kelley and his cofounder, Anne Coghlan, exclusively told CMO Insider that they are renaming their company from Scope3 to Apostra as they aim to make the startup a leader in agentic AI advertising. They describe Apostra as a platform that connects advertisers' AI agents with AI agents representing media sellers, so that marketers don't have to build separate integrations with potentially thousands of publishers, platforms, and other media providers.
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