Goodway Group

Indie Agency Cuts SSP Partners with SPO Initiative

Independent agency Goodway Group has been running a supply-path optimization (SPO) program since 2019, building an initiative called Goodpath with measurement provider Jounce Media and testing direct-to-publisher connections such as The Trade Desk’s OpenPath and Yahoo DSP’s Backstage. Over the last year Goodway narrowed its SSP roster from about 20 at the end of 2024 to single digits today. The agency reports large quality and cost gains: substantially lower non-exclusive/resold inventory spend, more spend reaching working media, improved verified human traffic, and reduced CPMs across CTV, online video and audio. The article frames Goodway as a reproducible case study for agencies using SupplyChain object reporting and curated inclusion lists to clean programmatic supply paths.

Agentic Automation Hits Both Sides of Programmatic

Three industry vendors announced agentic measurement and activation capabilities: Measured released an MCP server that lets marketers query incrementality and performance via chat interfaces backed by large-scale tests, while Adform and Adsquare launched an Agentic Real‑Time Framework integration that enables autonomous signal activation inside a DSP at bid time. An AdExchanger op‑ed quantified the opportunity cost of slower reporting — arguing millisecond-level autonomous decisions would make weekly or quarterly reporting obsolete. Measured’s CEO Trevor Testwuide framed AI chat as the new primary interface for incrementality intelligence. The combined releases shift measurement and decision logic deeper into the media stack, posing structural disruption to agency planning cycles (especially mid‑tier agencies) and altering how media is valued and bought in programmatic auctions.

Peer39 Acquires Adloox; Amazon Uses Third-Party Ad Sellers

AdExchanger reports that Amazon has quietly contracted outside partners over the past year to sell ads on lower-priority owned properties such as Twitch and has reached out to partners to help sell ads on Alexa, signalling a selective loosening of its walled garden. Separately, Scope3 is divesting ad verification firm Adloox — just 18 months after acquiring it — selling the business to contextual ad platform Peer39. Adloox holds MRC accreditation for viewability and invalid-traffic detection; Peer39 says the acquisition will broaden its reach beyond CTV and online video and provide buyers with better pre-bid context and brand-suitability signals. The piece also highlights emerging industry jargon around agentic AI and “fabric” (AWS Fabric, PubMatic’s Decision Fabric) and notes corporate moves like Hyve Group’s PE sale and a few executive hires.