Agency & Consultancy · B2B SaaS Provider · vs · Agency & Consultancy · AdTech Vendor
Deep Media vs Goodway Group
Structured technology and market comparison · 2026
Direct Feature Comparison
Deep Media · vs · Goodway GroupCross-channel media platform and managed digital buying partner.
Independent media consultancy blending commerce activation, measurement, and programmatic buying.
Analyze all overlapping signals and tech stacks for Deep Media and Goodway Group
Compare mutual enterprise clients, monetization models, live market signals, and partner networks directly in the interactive Knowledge Graph.
Comparison Analysis
What is the main difference between Deep Media and Goodway Group?
When comparing Deep Media and Goodway Group, both platforms operate within the Demand-Side Platform (DSP), Search, and Programmatic Media Buying ecosystem. Deep Media is positioned as Cross-channel media platform and managed digital buying partner, whereas Goodway Group focuses on Independent media consultancy blending commerce activation, measurement, and programmatic buying. Decision-makers evaluate both solutions when orchestrating their commercial monetization and technology stack.
What are the top alternatives to Deep Media and Goodway Group?
When evaluating Deep Media and Goodway Group, enterprise buyers also consider other platforms in Demand-Side Platform (DSP), Search, and Programmatic Media Buying. You can discover the full competitive landscape and evaluate other alternatives by viewing their respective footprint profiles on Polaris7.
How do the corporate scale, structure, and headquarters of Deep Media and Goodway Group compare?
Deep Media is headquartered in Germany (founded in 2018) with 50–200 employees. Goodway Group is based in United States (founded in 1929) with 501–1,000 employees. Complete ownership, subsidiary trees, and corporate affiliations are documented across Polaris7.
Market Signals
Recent Market Signals & Activity: Deep Media vs Goodway Group
Documented market movements, strategic partnerships, product releases, and regulatory developments mapped across Polaris7.
Deep Media
Recent Signals
- ·MeediaAgency Pitch
Douglas expands Carat partnership to all European markets
Following a pitch, the Douglas Group is expanding its existing partnership with Carat in the DACH region to all European markets. The new cooperation will start on January 1, 2027. Carat will take over strategic and operational media management for all 20 European Douglas markets, including France, Italy, the Netherlands, Poland, the Czech Republic, Hungary, Lithuania, Romania, Slovenia, and Spain. The goal is to strengthen the balance between international brand leadership and local market relevance, and to improve the effectiveness and efficiency of media investments across all markets. Rik Strubel, CMO of Douglas Group, said they aim to increase the impact of their media investments. Katja Anette Brandt, CEO Germany & Media Practice President Central Europe at dentsu, expressed pride in winning the pitch. The pitch combined expertise in strategy, media, data, commerce, and transformation. This win helps offset the recent loss of the Commerzbank media account to Deep Media.
- The Douglas Group expands its partnership with Carat to all 20 European markets.
- The new mandate starts on January 1, 2027, following a pitch.
- Carat will handle strategic and operational media management for Douglas across Europe.
- ·MeediaMedia Agency Pitch
Commerzbank Moves Media Account from dentsu X to Deep Media
Commerzbank has awarded its media account to Deep Media after a pitch, ending dentsu X's tenure which began in 2022. The Frankfurt-based bank confirmed the decision, stating that Deep Media won the media re-tender in 2026. The account is estimated to be in the high eight-figure range. Deep Media, a Hamburg-based agency founded in 2019 and specializing in performance marketing, already handles Commerzbank's subsidiary comdirect, with a partnership since 2020. The first campaign produced under the new mandate is the 'Success Stories' campaign, which launched in mid-September and spans multiple channels including TV, CTV, digital out-of-home, and social media. The bank's media plan includes placements with major broadcasters and platforms like Amazon, Netflix, and YouTube.
- Commerzbank has moved its media account from dentsu X to Deep Media after a pitch.
- Deep Media will handle the media planning for Commerzbank's brand, with the account estimated to be in the high eight-figure range.
- Deep Media has been a partner of Commerzbank's subsidiary comdirect since 2020.
Goodway Group
Recent Signals
- ·AdExchangerAI/Agentic Advertising
Optable Launches Agentic Marketplace to Automate Direct Ad Deals
Optable unveiled its Agentic Marketplace at Optable Connect 2026 in New York City on October 8. The platform connects buyer and seller AI agents to automate discovery, packaging, and purchasing of publisher inventory. It aims to combine programmatic scalability with the customization of direct deals while reducing intermediary fees. According to eMarketer data, approximately 41% of US RTB digital display spending goes to programmatic fees in 2026. Optable will not charge transaction or activation fees for direct contracts, offering a paid service option for advanced features. The market for agentic media buying is projected to grow from $100 million in 2026 to $29.5 billion by 2028. Executives from Goodway Group, Mediavine, and Hearst discussed the potential and current limitations of agentic advertising.
- Optable launched its Agentic Marketplace on October 8, 2026 at Optable Connect 2026 in New York City.
- The platform connects buyer and seller AI agents to automate discovery, packaging, and purchasing of publisher inventory.
- eMarketer data presented indicates approximately 41% of US RTB digital display spending goes to programmatic fees in 2026.
- ·DigidayAI & Data
Agencies Adopt Synthetic Audiences for Media Planning
The Media Buying Briefing reports that synthetic audience adoption is accelerating among agencies and clients. Goodway Group has partnered with data company Arima to incorporate insights from synthetic consumer populations into media planning processes, allowing incrementality tests in simulated environments before real-world activations. Other firms including Vurvey Labs, Limitless Labs, WPP, Dentsu, and Code & Theory are also using synthetic data for market research, creative development, and media buying. The article cites examples such as Magnum, Vans, Kenvue, and Sacheu using synthetic personas. Experts caution that synthetic insights should supplement, not replace, human judgment. WARC data highlights growth in social ad spend, and the briefing notes new launches like Brandtech Data and acquisitions by SAMY and MSQ. The content is explicit about being a briefing for Digiday+ members, distributed via email, and likely contains paywalled content beyond the teaser.
- Goodway Group partnered with Arima to use synthetic consumer populations from the US, UK, and Germany for media planning.
- Kenvue's Aveeno Body used Vurvey Labs' synthetic research to reduce strategy brief time from 30 days to 3 days.
- Brandtech Group launched a data and AI practice called Brandtech Data.
- ·AdExchangerVendor Assessment & Discovery
CartographAI launches accelerator to help ad tech vendors market themselves
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.
- CartographAI's accelerator program charges vendors $1,000 to $3,000 per month for market intelligence and go-to-market guidance.
Compare their exact ecosystem overlaps.
Explore all deep relationships in Polaris7. Discover exactly which mutual clients, integrated technologies, and overlapping partners Deep Media and Goodway Group share across the market ecosystem.
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