In this episode of Sustainable Growth, Ruben Schreurs, Group CEO of Ebiquity, joins Scope3’s Anne Coghlan for a candid conversation about the evolving role of effectiveness and responsibility in advertising — and how the rise of AI has made both more urgent. Together, they explore the need for better oversight, smarter guardrails, and new metrics that move past vanity clicks and toward true brand-building outcomes. Ruben shares how Ebiquity is helping brands build governance into the foundation of innovation — not bolt it on after the fact.