Apostra
Agentic platform for cross-channel advertising discovery, negotiation and transactions.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Scope3 PBC
- Entity type
- COMPANY
- Founded
- 2022
- Headquarters
- United States
- Company size
- 10–49
- Market role
- AdTech Vendor
- Official website
- apostra.com
What Apostra does
Apostra operates an advertising transaction infrastructure model. It supplies media sellers with storefront and agent capabilities to publish governed commercial opportunities, while enabling advertiser and agency buyer agents to send briefs, receive proposals and execute authorised media buys. Value is created by standardising cross-channel discovery and agent-to-agent transaction workflows without acting as a media-reselling intermediary or taking a percentage of seller revenue.
Category differentiation
Apostra is an advertising transaction and agent-orchestration platform, not a DSP purchasing open-web inventory on a media-spend take-rate. It is the commercial rebrand of Scope3 PBC, not a separate carbon-accounting vendor.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Scope3 PBC trades as Apostra, a business-to-business advertising technology company founded in 2022. Its platform connects advertisers, agencies, media companies and authorised software agents to discover, plan, negotiate, transact and govern advertising buys across digital and traditional channels. Media sellers publish inventory, audiences, packages, prices, eligibility policies and approval rules through storefronts; buyer agents submit briefs, compare proposals and complete approved transactions through the Ad Context Protocol (AdCP). Apostra generates revenue primarily from usage-based fees for its hosted storefront agent, priced according to work performed. Inventory listing is free, sellers retain their media revenue, and the company does not take a share of media spend. Its paying customers are media companies using hosted storefront-agent capabilities and enterprises purchasing additional inventory access, integrations and operating capabilities under negotiated contracts.
Company news briefing
Briefing updated:
Scope3 has rebranded as Apostra, pivoting from its carbon emissions calculator to focus on agentic advertising infrastructure and the Ad Context Protocol (AdCP). Led by Brian O'Kelley, the company has managed approximately $1.2 million in media spend over three months, establishing itself as an AI-native player in automated media buying.
Business model & monetisation
Apostra monetises hosted storefront-agent activity on a pay-as-you-go basis, with fees linked to work performed. Media companies can list inventory free of charge and connect existing ad servers or sales agents without platform commission. Enterprise agreements are negotiated directly and can include additional inventory sources, integrations and operational capabilities. The company explicitly does not take a cut of media revenue.
- Hosted storefront-agent activity
- Pay-per-use fees priced by work performed
- Enterprise platform agreements
- Negotiated software subscription and integration contracts
- Inventory listings
- Free seller onboarding
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Media Channel
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
AI Agents Increasingly Handle Ad Dollars
AI Agents · Recorded impact score: 4/5
The article discusses the growing but still experimental use of AI agents in advertising. Companies like Apostra, The Trade Desk, PubMatic, Magnite, and Kargo are developing agentic systems for media buying. Apostra has handled about $1.2 million in ad buys over three months, and Rouge Care reported a fivefold ROAS on CTV ads via PubMatic's AgenticOS. However, highly autonomous deployments represent less than 5% of marketing use cases in 2025. Protocols like AdCP, AAMP, and Amazon's MCP are emerging, but fragmentation risks interoperability. Responsibility for agent decisions remains unclear, and premium advertising remains relationship-driven.
- Apostra has handled automated media buys totaling about $1.2 million over the last three months.
- Rouge Care spent $25,000 on CTV ads and drove over $125,000 in attributable sales via PubMatic's AgenticOS.
Apostra Bets on Agentic Ad Layer
Agentic Advertising · Recorded impact score: 4/5
Scope3 has rebranded as Apostra, pivoting from its original carbon emissions calculator mission to focus on enabling agent-to-agent ad buying and selling. The company, led by adtech veteran Brian O'Kelley, has been building agentic advertising infrastructure since early 2025, including the Ad Context Protocol (AdCP) open standard and a platform that allows AI agents to negotiate and execute media buys. Apostra has already managed $1.2 million in media spend over the last three months, with clients in the U.S., U.K., France, Brazil, the Netherlands, and South Africa. The company faces competition from the IAB Tech Lab's AAMP 3.0 standard, which also aims to standardize agentic media buying. O'Kelley acknowledges the shift away from sustainability but argues AI is the biggest growth area. The article questions whether the industry needs such a neutral layer or if open standards suffice.
- Scope3 rebranded to Apostra, shifting focus from sustainability to agentic advertising.
- Apostra's platform manages $1.2 million in media spend over the last three months.
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Questions about Apostra
What is Apostra?
Apostra is a B2B advertising platform that lets advertisers, agencies, media companies and authorised agents discover, negotiate and transact media opportunities across channels.
Who uses Apostra?
Advertisers, agencies, publishers, broadcasters, retailers, out-of-home operators, sponsorship sellers and software agents acting for media buyers or sellers use Apostra.
How does Apostra make money?
Apostra charges pay-as-you-go fees for hosted storefront-agent activity and negotiates enterprise agreements for additional capabilities, integrations and inventory access.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
19 publicly documented primary sources and citations linked across the market graph.
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