Adam Heimlich and Gareth Glaser are back for another AdTech AdTalk, this time sitting down with a true ad tech veteran, Keith Gooberman, the CEO of Pontiac DSP and Programmatic Mechanics.Keith takes the hosts through his 18-year career, starting from the publisher side at Conde Nast ($20 CPMs) to the ad network days at Glam Media, and eventually to the agency trading desks. He discusses the "aha" moment of seeing 80-90% margins, which led him to found his own transparent company.The discussion covers the state of the DSP market and what it's like competing with giants like Google and The Trade Desk. Keith explains Pontiac's niche (built without cookies, "thinner" pricing, CTV-first bidder) and the panel debates whether clients actually care about performance.In the second half, the hosts break down the new IAB "Agentic" framework for containerized RTB, a $16 billion fraudulent ad spend problem at Facebook, and analyze the wild stock market ride of Pubmatic in "Hot Shit or Horseshit."00:00 - AdTech AdTalk Intro01:11 - Welcome & Guest Introduction02:04 - Welcoming Keith Gooberman, Pontiac DSP02:31 - Keith's Start: Conde Nast (2007)03:59 - Career Path: Glam Media Ad Network05:28 - Learning Arbitrage at Trading Desks06:17 - Why He Chose Varik08:44 - Founding Programmatic Mechanics09:12 - Do Buyers Actually Care About Performance?10:49 - Investment vs. Spending: The Agency View12:15 - The Irrational CMO Request: "Get me on Netflix"14:52 - Building the Pontiac DSP & Bidder16:17 - Competing in the DSP Market17:31 - Pontiac's "No Cookie" Differentiation18:55 - The DSP Car Analogy21:15 - Price, Transparency & The Chalice Partnership24:45 - From "Fewer, Bigger, Better" to Modular Stacks27:18 - Startup Idea: Creative Quality Management31:45 - The History of Soft Floors & First Price35:59 - IAB Agentic Standards36:29 - The Gap: The "Edge" vs. Insertion Orders42:38 - NEWS: Adam Explains Agentic RTB45:26 - Why Is It Called "Agentic"?47:50 - Why Would Index (SSP) Want This?54:02 - Pontiac's View on the New Edge57:25 - Pontiac's AI/MCP Plans59:51 - Post-Mortem: "Open Web is Dying"01:02:57 - "Ad Tech Morale is Low"01:06:15 - Post: MRC Auction Standards & Google Antitrust01:11:56 - NEWS: $16B in Fraudulent Ads on Facebook01:17:24 - New Feature: "StinkedIn"01:24:19 - New Feature: "Hot Shit or Horseshit"01:24:44 - Pubmatic's Wild Stock Ride01:25:43 - Gareth's Take: Pubmatic is Hot Shit01:27:36 - Keith's Take: Pubmatic Found a New Story01:32:39 - Sign Off & Outro