Programmatic Advertising Is Broken: Jules Minvielle on Killing DSPs, CTV Contextual Targeting #ai

Welcome to another brutally honest episode of The ADOTAT Show, where we rip the curtain off the adtech industry and drag the truth into the spotlight—whether it wants to be there or not.

In this episode, Pesach Lattin, editor-in-chief of ADOTAT, sits down with Jules Minvielle, the co-founder and CEO of Olyzon, to dissect, dismember, and ultimately bury the outdated beast that is programmatic advertising as we know it.

Let’s be blunt:

If you think programmatic advertising is “fine,” you’re either not paying attention—or your job depends on keeping it broken.

This isn’t another polite panel or recycled press release. This is a full-frontal autopsy of the programmatic media supply chain, DSP inefficiency, and the epidemic of AI-washing plaguing the ad industry in 2025.

👨‍🔬 Topics we cover in excruciating, hilarious, and informative detail include:

Why the legacy DSP model is fundamentally broken and exists mostly to feed intermediaries and inflate CPMs

How Agenic Media from Olyzon isn’t just another AI buzzword—it’s a complete rebuild of media buying infrastructure

What it really means to deploy AI-native adtech, not just slap a prompt UI on a crusty platform

How CTV advertising is evolving—and how real-time contextual analysis at the program and scene level changes everything

The difference between fake automation and true autonomous agentic systems that operate without human babysitting

Why “platforms” are dead, and modular, embeddable, always-on agents are the future

How transcript parsing, scene-level metadata, and semantic understanding are outperforming cookies, cohorts, and conventional targeting

The dark secret: most advertisers and publishers are complicit in keeping the adtech status quo inefficient

Why programmatic “scale” is meaningless if the signal is trash—and how Olyzon’s AI agents filter for relevance, not just reach

The hilarious tragedy of 50% viewability as a success metric (yes, we go there)

Why ad fraud thrives under complexity, and how clarity is the most dangerous tool of all

💡 Jules Minvielle’s thesis is simple but radical:

You don’t need another platform.

You need a scalpel.

And that scalpel is built from AI agents that read content like analysts, plan like strategists, and optimize like machines that don’t need PTO.

⚖️ Thank you to our sponsors who make this unfiltered chaos possible:

🔹 Troutman Amin – The legal commandos of adtech, privacy, TCPA, and digital regulation. Whether you're fighting off a class-action lawsuit or launching a data-rich startup in the landmine field of compliance, this is the law firm that doesn’t blink. They don’t do "general counsel," they do "survival strategy."

🔹 Incremental – The measurement company for brands that are done playing make-believe with attribution. They deliver true causal lift, incrementality analysis, and marketing science you can actually take to the boardroom. No more last-click worship. No more modeled delusions. Just real, testable impact.

👀 Coming up next week:

We go from insurgent to insider as we sit down with Jean-Marc Papin, SVP of Advanced Video and Agency Partnerships at Horizon Media. We’ll talk about why attention metrics are broken, what it actually means to reach a human being in 2025, and why agencies need to stop fetishizing scale and start worshiping context.

If you’ve ever wondered why your media budget feels like it was thrown into a black hole—or if you’ve quietly suspected your DSP is gaslighting you—this episode is for you.

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