Inside Pontiac’s CTV-First DSP: How Keith Gooberman Built the Only Architecture That Actually Understands Television

Dec 1, 2025

In this engaging discussion, Keith Gooberman, Founder of Pontiac Intelligence and an adtech innovator, delves into the intricacies of CTV advertising. He unveils the stateless, cookieless architecture of Pontiac's DSP, highlighting how it avoids the pitfalls of legacy systems. Keith explains why traditional optimization fails in CTV campaigns and how his platform effectively navigates the complexities of premium inventory. He also shares insights on building a publisher-friendly model and the future of programmatic auctions.

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INSIGHT

Stateless Bidding Cuts Infrastructure Costs

Legacy cookie-based DSPs require huge identity lookups that make bidders heavy and expensive to run.
Pontiac's cookieless, stateless approach removes those lookups and dramatically lowers infrastructure cost.

INSIGHT

CTV Requires Allocation Not CPM Tricks

CTV buying rewards allocation across curated deals more than per-impression CPM tinkering.
Pontiac emphasizes budget allocation and PMPs rather than CPM-chasing optimizations built for display.

ADVICE

Allocate Budgets By Curated Deals

Use curated PMPs and line-level content signals to let platforms allocate budget to high-performing publishers.
Ask the DSP to auto-allocate by deal and adjust allocation rather than only lowering bids.

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If you’ve ever wondered why half the industry still behaves like cookies are a personality trait, welcome to the episode that’s about to ruin a lot of vendor slide decks. Rabbi Pesach Lattin breaks down how Keith Gooberman, founder of Pontiac Intelligence, quietly engineered one of the only CTV-first DSPs that isn’t dragging a decade of open-web baggage behind it like a wounded pack mule.

This isn’t your standard adtech kumbaya chat.

This is the part where we look under the hood, point at the wires, and ask why everyone else keeps pretending their bidders “support CTV” while behaving like they’re still loading banners on a recipe blog in 2013.

Here’s what we cover (and why CTV vendors should start sweating):

• The Pontiac DSP’s stateless, cookieless-by-design architecture

Keith Gooberman didn’t “go cookieless.”

He built a bidder that never needed identity maps, lookup tables, sync storms, or any of the legacy machinery that makes other DSPs choke during high-volume TV moments.

• Why legacy optimization fails on CTV every single time

CPM-chasing, remnant-sniping, bid-density “AI” that was fine for the open web but collapses the moment it touches premium pods.

If your CTV campaigns feel like chaos, this is why.

• How CTV really operates

Pods, rotations, pacing windows, dayparts, MVPD pipes, app-level supply differences, publisher metadata games, curated PMPs, and the real economics behind premium impressions.

The stuff no one says out loud on stage.

• The new DSP model Pontiac proved is the future

Small. Lean. Stateless. Infrastructure-like. Built for curated CTV, not welded onto a display bidder with duct tape and optimism.

And yes, it’s packed with keyword fuel for the YouTube gods:

Keith Gooberman, Pontiac Intelligence, Pontiac DSP, CTV advertising, CTV-first DSP, programmatic CTV, connected TV strategy, premium video advertising, identity-free bidding, stateless bidder, SSP CTV integrations, curated PMP strategy, Roku ads, Amazon Fire TV advertising, MVPD CTV supply, predictive allocation, pod-level pacing, programmatic optimization, DSP engineering, adtech architecture, supply path optimization, premium video supply, cross-screen strategy, streaming adtech trends, advanced TV advertising, privacy-safe programmatic, cookieless DSP design, 2025 CTV buying.

Why this episode matters more than your fifth “What’s Next in CTV?” webinar of the month

Because this isn’t hype.

It’s the forensic breakdown of how one DSP actually solved the physics of television while everyone else tried to rebrand their failures as “AI-driven.”

Because Keith Gooberman didn’t follow the industry map — he burned it and built something that actually respects CTV’s structure, rules, and supply constraints.

Because if you’re buying CTV, planning budgets, leading a media team, building a platform, or just trying not to embarrass yourself in the next meeting about streaming strategy, this is the stuff you can’t afford to misunderstand anymore.

And if you want the version with the spicy parts I can’t say on YouTube without getting emergency calls from PR teams, that’s waiting inside ADOTAT+.

Stay Bold, Stay Curious, and Know More than You Did Yesterday.