# Scope3’s Rebrand to Apostra Solidifies Shift from Sustainability to AI

> Source: <https://www.adweek.com/programmatic/scope3s-rebrand-to-apostra-solidifies-shift-from-sustainability-to-ai/>
> Published: 2026-09-23 09:15:00+00:00

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

## UNLOCK FULL ACCESS

Subscribe and get full access to the news, insights, and expertise that keep industry professionals ahead of the curve.

[VIEW ALL SUBSCRIPTION OPTIONS](https://www.adweek.com/subscription/)