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- ADOTAT+ Wildly Inconvenient" — The Masterclass Brian O’Kelley Didn't Mean to Teach (and Probably Regrets)
ADOTAT+ Wildly Inconvenient" — The Masterclass Brian O’Kelley Didn't Mean to Teach (and Probably Regrets)
The Brand Safety Scam
Pesach Lattin (ADOTAT)
April 30, 2025
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🚨 A WARNING:
This isn't another sanitized fireside chat with a tech CEO grinning through media training.
This was a masterclass. A confession. A battle plan for the next war in programmatic.
And here's the real kicker:
👉 The real conversation — what Brian O’Kelley told us after the cameras were off — is ONLY available for ADOTAT+ members.
We promised we’d be discrete. We didn’t promise we’d be silent.
🎯 A Sneak Peek at What We Unpacked
• The Brand Safety Scam:
Why “legacy” brand safety tools aren’t just blunt instruments — they’re medieval relics duct-taped to 2025 media plans.
• AI: The Scalpel That Replaces the Machete:
Forget keyword blocking. AI is about to slice open programmatic with surgical precision.
• Programmatic’s Secret Graveyard:
Brian openly admits where the bodies are buried — and how Scope3 plans to exhume the whole industry.
• Why Sustainability is a Trojan Horse:
Hint: Governments aren’t forcing carbon accounting in advertising. CFOs are. And they're about to weaponize it.
• Grave Robber or Prophet?:
When asked if he’s a disruptor or a grave robber, Brian grinned and said, “I’d love to be seen as a grave robber.”
That tells you everything.
• Plus:
What happens when bots unionize.
Why GAM (Google Ad Manager) should be shut off just to see what breaks.
How Scope3’s “Agentic Media Platform” could quietly hijack the SSP ecosystem without firing a shot.
🧠 Why You Should Read Every Word
This wasn’t just a CEO hyping up a new product.
It was Brian O’Kelley laying out, in forensic detail, how the next five years of digital advertising will be rebuilt — with or without you.
He wasn’t subtle.
He wasn’t careful.
He wasn’t playing the "safe interview" game.
This is the conversation no one else was brave (or dumb) enough to have publicly.
🔒 What’s Behind the Paywall: Only for ADOTAT+ Members
Inside the Off-Camera Confessions:
What Brian REALLY thinks about Google, Amazon, and Meta behind closed doors.
The full backstory on why Scope3’s "carbon measurement" pitch was always a Trojan horse for something much bigger.
His brutal prediction for how AI will wipe out dozens of ad tech vendors — and which ones are already dead companies walking.
Why ad buyers have been brainwashed into fearing “death content” — and how that creates billion-dollar arbitrage opportunities.
Why Scope3 is quietly building an entire curation system designed to bypass traditional DSPs altogether.
If you think you understand programmatic today — you don’t.
Not after this.
