Keith Gooberman
Keith Gooberman is best known as the founder and CEO of Pontiac Intelligence, a self-serve programmatic advertising platform built on top of the Xandr (formerly AppNexus) infrastructure. Pontiac was designed to give independent agencies, mid-market brands, and smaller advertisers direct access to a demand-side platform (DSP) without the high minimum spend requirements and managed-service overhead that typically gatekeep enterprise-grade programmatic tools. This mission to democratize programmatic buying has positioned Gooberman as a notable operator in the accessibility-focused corner of AdTech. Prior to founding Pontiac Intelligence, Gooberman built his career in programmatic media buying and digital advertising operations, gaining hands-on experience with the mechanics of real-time bidding, audience targeting, and campaign optimization. His operational background informed the product philosophy at Pontiac, which emphasizes transparency, cost efficiency, and user control — values that resonate strongly with independent media buyers who have historically been underserved by the major DSP players. Gooberman is an active voice in the programmatic community, frequently engaging with topics around DSP accessibility, programmatic transparency, and the evolving identity landscape. Pontiac Intelligence has grown under his leadership as a recognized alternative DSP option, particularly among boutique agencies and performance-focused advertisers seeking more direct control over their programmatic spend.
Last updated Jun 24, 2026 by ATDb automated enrichment · Connections updated Jun 29, 2026
- Years in industry
- 15 years
Bio
Keith Gooberman is best known as the founder and CEO of Pontiac Intelligence, a self-serve programmatic advertising platform built on top of the Xandr (formerly AppNexus) infrastructure. Pontiac was designed to give independent agencies, mid-market brands, and smaller advertisers direct access to a demand-side platform (DSP) without the high minimum spend requirements and managed-service overhead that typically gatekeep enterprise-grade programmatic tools. This mission to democratize programmatic buying has positioned Gooberman as a notable operator in the accessibility-focused corner of AdTech. Prior to founding Pontiac Intelligence, Gooberman built his career in programmatic media buying and digital advertising operations, gaining hands-on experience with the mechanics of real-time bidding, audience targeting, and campaign optimization. His operational background informed the product philosophy at Pontiac, which emphasizes transparency, cost efficiency, and user control — values that resonate strongly with independent media buyers who have historically been underserved by the major DSP players. Gooberman is an active voice in the programmatic community, frequently engaging with topics around DSP accessibility, programmatic transparency, and the evolving identity landscape. Pontiac Intelligence has grown under his leadership as a recognized alternative DSP option, particularly among boutique agencies and performance-focused advertisers seeking more direct control over their programmatic spend.
Career
Programmatic Media Buyer / Digital Advertising Professional
Various · Prior to 2015
Expertise & education
Expertise
Speaking topics
Recognition
Notable achievements
- Founded Pontiac Intelligence, a self-serve DSP platform built to democratize programmatic advertising access for independent agencies and SMBs
- Built Pontiac on top of Xandr infrastructure, enabling lower-barrier entry to enterprise-grade programmatic buying
- Grew Pontiac Intelligence into a recognized alternative DSP in the independent agency market