New hire: Tim Collier as CCO of Scope3 as company undergoes workforce reduction

In a significant move, advertising technology company Scope3 is pivoting towards "agentic advertising," a category that utilises AI agents for media buying decisions. This strategic shift comes after the company's rebranding, which was reflected in Google's Display & Video 360 in July 2025, marking the completion of comprehensive platform integration.

The appointments and layoffs announced on August 29, 2025, represent Scope3's most significant organisational change since launching agentic products earlier this year. Tim Collier, who previously led Scope3's U.K. and Northern Europe business operations, has been appointed as the new Chief Commercial Officer. Collier brings over a decade of experience from Google to his new role, where he will be responsible for developing partnerships and commercial frameworks supporting organisations implementing AI agents for media buying and optimization.

The restructuring of Scope3's commercial operations is designed to position the company to support early adopters experimenting with AI agents rather than traditional media buying approaches. This shift follows industry analysis suggesting that agentic AI could significantly disrupt programmatic advertising.

The commercial team restructuring also comes after a series of layoffs that primarily affected Scope3's commercial team. The company did not specify the number of employees affected, but the reasons for the restructuring were related to a need for organisational realignment to better address commercial challenges and improve strategic focus. The specific public details on the internal decision motives are limited.

Scope3 serves hundreds of global brands and agencies through activation and measurement products. The company has partnerships with industry giants such as Meta, Amazon, and Google, among others. In November 2024, Scope3 expanded its capabilities in media sustainability and brand safety solutions through the acquisition of Adloox.

One of Scope3's innovative products is the Brand Standards product, which allows marketers to construct custom agents for brand safety and suitability decisions. Scope3's Agentic Media Platform, launched in March 2025, is another example of the company's commitment to leveraging AI for media buying decisions.

Notably, Microsoft announced the closure of its Xandr DSP effective February 28, 2026. This development in the industry further underscores the potential for disruption that agentic AI could bring to programmatic advertising.

As Scope3 continues to innovate and adapt to the changing landscape of digital advertising, it remains to be seen how their focus on agentic advertising will shape the future of media buying decisions.