How Scope3 Brand Agents Helped Draft Digital & Lot of Happiness Reclaim Wasted Media Investment

In today’s fragmented media landscape, advertisers are increasingly demanding more nuanced control over where their ads appear. For brands with strong values or sensitive messaging, the risk of misalignment remains high, but new technologies are empowering marketers with more precise and dynamic control than ever before.

Agentic AI is starting to reshape how media is bought and sold – and specifically how brand safety and suitability are managed in environments ranging from programmatic to popular social platforms.

Recently, Scope3 teamed up with agency Draft Digital to put this approach into action for the “win-win” charity lottery, Lot of Happiness. The result was an awareness campaign guided by an intelligent brand agent, which assessed each potential placement and made buy-or-skip decisions based on Lot of Happiness' values and suitability preferences.

How does Scope3 Brand Standards unlock more nuanced brand safety and suitability?

Brand Standards lets marketers set and enforce their own definitions of brand suitability and media quality using natural language prompts. Paired with comprehensive media controls, these prompts power intelligent AI agents that dynamically evaluate every piece of content individually to determine suitability before a bid is placed.

The result is unprecedented precision and nuance, enabling campaigns that:

• Expand reach while maintaining brand suitability
• Eliminate waste and unlock reinvestment in effective, aligned, and sustainable media
• Amplify cornerstone activations with confidence

This is agentic advertising in action: personalized, transparent, and adaptive at scale.

What challenge were Draft Digital and Lot of Happiness trying to solve?

As a lottery brand built on impact, Lot of Happiness depends on broad awareness to fuel its mission. To scale reach, its agency, Draft Digital, turned to a major social media platform – but faced a critical challenge: ensuring ads appeared only in environments aligned with the brand’s values, especially in the unpredictable world of user-generated content (UGC).

Content related to gambling, politics, and tragedies posed a clear risk to brand integrity for Lot of Happiness, who seeks content that is positive, community based, and compliant with regulatory restrictions, prompting Draft Digital to seek a more precise way to manage safety and suitability.

How did Scope3 and Draft Digital approach the solution?

Draft Digital used Scope3 Brand Standards to build a bespoke AI agent for Lot of Happiness, bringing real-time contextual intelligence and precise brand suitability controls into the campaign. Working closely with Scope3, the team trained the agent to understand and enforce Lot of Happiness’s values, preferences, and advertising guidelines.

Powered by LLM-based content analysis, the agent evaluated each impression opportunity’s tone, subject matter, and context, flagging and excluding misaligned content.

Key elements of the setup included:

• Custom AI agent built and tailored for Lot of Happiness’s brand suitability preferences
• URL-level classification, exclusion, and reporting for granular control over decisioning
• Human-in-the-loop calibration and tuning to refine alignment over time

What results did Brand Standards drive for Lot of Happiness and Draft Digital?

Lot of Happiness's brand agent identified and blocked roughly 25% of content IDs because they were deemed unsuitable. This prevented misaligned impressions without compromising scale, as it allowed the brand to reinvest what would have been wasted spend into more effective, working media.

Importantly, key campaign metrics like viewability, ad exposure rates, and CPMs remained stable or improved – demonstrating how agentic AI can significantly increase the impact of a campaign, delivering more aligned impressions while maintaining per-impression performance.

Reflecting on the impact, Leo Nijs, Online Marketer at Lot of Happiness, stated: “The context in which people see your ads is — especially for us as a lottery — incredibly important. With Scope3, we have the confidence that our ads won’t appear next to content that doesn’t suit us.”

Lars Potsmus, Founder of Draft Digital, added: “As an agency, we think it’s important to stay ahead. Scope3’s solution is not only scalable and easy to implement but also delivers immediate, visible results.”

Ready to protect your brand while maximizing campaign impact?

Explore how Scope3’s brand agents can help you run smarter, safer, and more aligned campaigns across social and programmatic. Build your own agent today.

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