Goodway Group
Independent media consultancy blending commerce activation, measurement, and programmatic buying.
Available information varies by company and source.
Profile record updated:
Company facts
- Entity type
- COMPANY
- Founded
- 1929
- Headquarters
- 228 Park Ave South, New York, NY 10003-1502
- Company size
- 501–1,000
- Market role
- Agency & Consultancy
- Official website
- goodwaygroup.com
What Goodway Group does
Goodway Group operates a hybrid agency-and-platform model. It delivers managed media, consulting, measurement, and creative services, while also reselling and supporting access to third-party programmatic buying platforms. Value is created by combining strategic planning, execution, analytics, and specialised operational support for commerce and multi-location marketing use cases, allowing clients to consolidate multiple marketing functions with one partner.
Category differentiation
Goodway Group is an independent marketing and media services company, not a standalone DSP vendor or a consumer commerce platform. Its software components support a broader service-led model centred on media activation, commerce strategy, and measurement.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Goodway Group is an independent US-based media and marketing services company that combines consulting, cross-channel media activation, measurement, creative production, and commerce-focused operating services. Its offering spans managed services for search, social, programmatic, audio and CTV, a self-service DSP access model built on third-party platforms such as The Trade Desk, proprietary analytics tooling such as the GoodLook Dashboard, and specialised support for retailers, commerce brands, franchise systems, and multi-location businesses. The company makes money through a mix of service retainers, media-spend-based fees, reseller margins on programmatic platform access, consulting engagements, and analytics or creative-related fees. Its direct customers are brands, retailers, franchise organisations, in-house media teams, and agencies seeking either outsourced campaign execution or a hybrid model combining software access with expert support. Recent acquisitions of Tuff and Canton Marketing Solutions expanded its growth marketing, martech, and data-engineering capabilities.
Company news briefing
Briefing updated:
Building on Paul Frampton-Calero’s leadership, Goodway Group continues to advance its Jounce Media-validated 'Goodpath' supply-path optimisation, maintaining a streamlined single-digit SSP roster to enhance media quality and cost efficiency. As the industry explores automation, Goodway is actively testing agentic media-buying tools to verify whether autonomous systems can be effectively constrained to approved, transparent buying paths rather than operating as opaque black boxes.
Business model & monetisation
The company primarily monetises through managed service fees, consulting fees, percentage-of-media-spend pricing, and media-related margin. Its self-service DSP offer adds reseller-style monetisation through platform access, onboarding, training, support, and potentially negotiated take rates or marketplace economics. Additional revenue comes from measurement and dashboard services, creative production, and integrated commerce or multi-location marketing engagements bundled into broader client contracts.
- Managed media activation services
- Service Fee / Retainer and percentage of media spend
- Programmatic platform access and support
- Media margin, reseller access fees, and service add-ons
- Consulting and transformation engagements
- Project fees and retainers
- Measurement and dashboard services
- Subscription or bundled analytics fees
- Creative production and local campaign services
- Project-based service fees
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Technology
Service
Media Channel
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Judge Rules Google Won’t Have to Break Up Ad Tech Business
Antitrust · Recorded impact score: 5/5
Judge Leonie Brinkema ruled that Google illegally monopolized publisher ad-server and ad-exchange markets, but rejected the DOJ's proposed structural remedies, including divestiture of AdX and DFP. Instead, she imposed behavioral remedies largely based on Google's own proposals, requiring AdX to bid into Prebid via API integrations, mandating non-discriminatory bidding by Google Ads, eliminating UPR in the US, and banning first/last look. Google must share real-time bid data with publishers and stop AdWords from bidding directly into DFP or favoring Google's tools. The remedies apply globally but exclude video, in-app, and retail media, and do not require open-sourcing auction logic. A technical monitor will oversee compliance for six years with quarterly reporting. The ruling favors large exchanges and publishers with technical resources, while the DOJ lost on including DV360 and video/in-app inventory. Google retains AdX and DFP but intends to appeal. This parallels Judge Mehta's 2024 search decision, marking a second illegal monopoly finding without a breakup. Separate EU fines, state AG cases, and civil lawsuits continue.
- Judge Brinkema rejected structural breakup, imposing behavioral remedies, allowing Google to retain AdX and DFP and avoid open-sourcing auction logic.
- Remedies include AdX bidding into Prebid via API integrations, non-discriminatory bidding, UPR elimination in the US, bans on first/last look, and real-time bid data sharing with publishers.
CartographAI launches accelerator to help ad tech vendors market themselves
Vendor Assessment & Discovery · Recorded impact score: 2/5
CartographAI, a startup founded by former Goodway Group CEO Jay Friedman and former McKinsey analyst Danilo Tauro, helps advertisers and agencies evaluate ad tech vendors using buyer-centric criteria rather than marketing materials. The company, launched earlier this year, provides free vendor rankings on its website, white-glove consulting services, and a new accelerator program that charges ad tech vendors between $1,000 and $3,000 per month for analyst-level insights on how to market their solutions. Early participants include The Trade Desk, Viant, MNTN, Adelaide, Optable, Gamera, Clinch and others. The rankings group vendors into vertical categories, scoring them as emerging, capable or advanced across five category-specific criteria. CartographAI plans to introduce an AI analyst solution later this year to further automate vendor discovery and RFP processes.
- CartographAI was founded by Jay Friedman and Danilo Tauro and launched earlier this year.
- The company offers free vendor rankings covering about 1,000 ad tech companies, grouped by vertical market and scored on five criteria.
Google Changes Bidding; Agentic Advertising Faces Agency Problem
Agentic Advertising & Autonomous Media (ADCP) · Recorded impact score: 4/5
Google changed how target-based bidding behaves for budget-limited Google Ads campaigns, causing algorithms to bid more aggressively to meet set targets (e.g., moving a campaign delivering at $5 CPA toward a $10 target). The piece argues this exposes a principal–agent problem: platform-owned autonomous buying systems (Google, Meta, TikTok) operate with incentives misaligned with advertisers, devaluing agency expertise and requiring governance. The author cites Meta’s recent quarterly results — revenue +28% YoY, costs +55%, free cash flow down 91%, and a raised capex range — as evidence of platform pressures to monetize AI investments. The article urges advertisers and agencies to maintain independent baselines, disclose incentives, and retain human judgment amid increasing automation.
- Google Ads changed how target-based bidding behaves on budget-limited campaigns, bidding more aggressively to hit target ROAS/CPA regardless of historical overperformance.
- Google warned that a campaign with a $10 target CPA that had been delivering at $5 would move closer to $10 unless the advertiser changed the target.
The Trade Desk updates Kokai with Zuma release
Demand-Side Platform (DSP) update · Recorded impact score: 4/5
Announced Aug 27, 2026, The Trade Desk’s Zuma is a dialogue-driven, incremental upgrade to its Kokai DSP that emphasizes UX refinements, workflow controls and faster measurement rather than a full relaunch. Zuma introduces Ask Koa, a conversational UI (open beta) that exposes multiple agentic back-end AI agents for help/search, campaign creation, insights, troubleshooting, frequency optimization and audience creation; some agentic features remain opt-in/closed beta. UX and workflow updates replace the periodic-table default, surface pacing and performance on campaign pages, add bulk editing, dedicated troubleshooting and modeling views, and integrate retail/e‑commerce data for audience building. Measurement enhancements include one‑click Lucid lift studies, a GeoLift study and an automated Nielsen IQ integration. Kokai adoption is now reported at 100% of clients.
- Announced Aug 27, 2026: Zuma rollout for Kokai; Kokai adoption reported at 100% of clients.
- Ask Koa conversational AI (open beta) exposes multiple agentic back-end agents for campaign build, analysis and troubleshooting; some capabilities are closed-beta/opt-in.
Agentic AI vs Supply-Path Optimization in Media Buying
Programmatic Media Buying · Recorded impact score: 2/5
Andrea Kwiatek, director of strategic partnerships at independent agency Goodway Group, told AdExchanger that while the industry is excited about agentic AI, supply-path optimization (SPO) remains a practical priority. Goodway Group is testing agentic media-buying agents by feeding them campaign briefs to compare buyer and seller agent recommendations and to verify whether agents can be constrained to approved buying paths. Kwiatek stressed the need for transparency, rigorous partner validation, and third-party verification to ensure AI-driven buying does not become another opaque black box. The interview highlights agency responsibilities to vet partners and protect client outcomes while experimenting with new agentic infrastructure.
- Andrea Kwiatek is Director, Strategic Partnerships at Goodway Group and was interviewed by AdExchanger.
- Goodway Group is actively testing agentic media buying by feeding buyer agents client campaign briefs and assessing seller agent recommendations.
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| Sales Development Representative(Junior) | Growth | Remote | |
| Global Data Engineer(Mid-Level) | Engineering | Remote | |
| Director of IT(Director) | IT | Remote | |
| Global Full Stack Software Engineer(Mid-Level) | Engineering | Remote |
Explore company relationships
Questions about Goodway Group
What is Goodway Group?
Goodway Group is an independent US-based media and marketing services company offering consulting, media activation, measurement, creative, and programmatic buying support.
Who uses Goodway Group?
Its customers are brands, retailers, franchise networks, agencies, and in-house marketing teams seeking commerce, media, and measurement support.
How does Goodway Group make money?
It earns revenue from service retainers, consulting fees, media-spend-based fees, programmatic reseller margin, and analytics or creative-related fees.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
21 publicly documented primary sources and citations linked across the market graph.
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