Agencies didn’t just spill their cold brew this quarter.
They baptized themselves in it, a full-body immersion ritual straight out of a caffeinated mikveh for media buyers realizing the ground is shifting faster than a budget meeting right before close.

Jeff Green, long the diplomatic prince of DSP-land, woke up and chose Nevuah.
He went full desert-prophet, torching Amazon, flicking agencies in the forehead, and insisting with a perfectly straight face that none of this has anything to do with competitive pressure.

Meanwhile, holding companies are whispering like they’re crouched behind a storm door:

“Did he really… say that out loud?”

He did.
With projection.
Like he wanted the mezzanine to hear it.

Amazon is distributing free head-to-head tests, agencies are diverting spend with the stealth of a teenager sneaking out of the house, Omnicom’s bidding patterns look like someone activated invincibility mode, and CTV gravity is bending the industry harder than a late-night shmuz in the beis midrash where nobody wants to lose.

One investigation.
Two parts.
All ADOTAT+.

Both chapters peel back the curtain on the DSP cold war the industry keeps insisting is “fine, everything’s fine,” while sweating through its minimalist black wardrobe like they’re in a badly ventilated conference room at Cannes.

If you want to walk into Q4 planning meetings looking like the one person who didn’t just learn the plot twist from Slack gossip, this is the report you read before your competitors do.

If you’d rather be the last one to know…
Enjoy the darkness.

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