Agency & Consultancy · AdTech Vendor · vs · Agency & Consultancy · MarTech Vendor
Goodway Group vs PMG
Structured technology and market comparison · 2026
Direct Feature Comparison
Goodway Group · vs · PMGIndependent media consultancy blending commerce activation, measurement, and programmatic buying.
Independent marketing company combining agency services with proprietary marketing software.
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Comparison Analysis
What is the main difference between Goodway Group and PMG?
When comparing Goodway Group and PMG, both platforms operate within the Demand-Side Platform (DSP), Connected TV (CTV) & OTT, and Market Research & Intelligence ecosystem. Goodway Group is positioned as Independent media consultancy blending commerce activation, measurement, and programmatic buying, whereas PMG focuses on Independent marketing company combining agency services with proprietary marketing software. Decision-makers evaluate both solutions when orchestrating their commercial monetization and technology stack.
What are the top alternatives to Goodway Group and PMG?
When evaluating Goodway Group and PMG, enterprise buyers also consider other platforms in Demand-Side Platform (DSP), Connected TV (CTV) & OTT, and Market Research & Intelligence. 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 Goodway Group and PMG compare?
Goodway Group is headquartered in US (founded in 1929) with 501–1,000 employees. PMG is based in US (founded in 2010) with 1,001–5,000 employees. Complete ownership, subsidiary trees, and corporate affiliations are documented across Polaris7.
Market Signals
Recent Market Signals & Activity: Goodway Group vs PMG
Documented market movements, strategic partnerships, product releases, and regulatory developments mapped across Polaris7.
Goodway Group
Recent Signals
- ·DigidayProgrammatic Advertising
Indie agencies demand direct DSP access and fee relief
Independent media agencies are increasingly frustrated with major DSPs like The Trade Desk and Amazon DSP, claiming that despite significant ad spend commitments, they are forced to work through resellers, incurring double fees and lacking negotiating leverage. Agencies report spending thresholds for direct seats that are not being consistently applied, leading to confusion and a sense of a 'toll booth with no exit.' Both The Trade Desk and Amazon deny minimum spend requirements, stating that direct access is available to all, with resellers offered as optional support. However, agencies argue that in practice, direct seats are gated by committed spend levels, making it difficult for smaller independents to achieve cost savings and control. This tension highlights the broader power imbalance in programmatic advertising, where smaller buyers feel squeezed by tech giants and resellers, despite growing competition in the DSP market.
- A 15-person New York agency spent over $100,000 monthly to meet The Trade Desk's spend threshold but still pays 17% to the DSP and 12% to reseller Mogl.
- Ten media buyers told Digiday that The Trade Desk and Amazon DSP impose double fees via resellers, with unclear paths to direct seats.
- Both Amazon and The Trade Desk deny minimum spend requirements for direct access, with resellers offered as optional support.
- ·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.
PMG
Recent Signals
- ·CNBC TechnologyAI & Hiring
AI Disrupts Job Applications, Skills-Based Hiring Rises
The traditional resume is becoming obsolete as AI allows candidates to generate endless applications, forcing companies to rethink hiring. A 2025 study shows UK graduate employers received a record 140 applications per vacancy. Experts like Barb Hyman (Sapia.ai) advocate for skills-based hiring, which assesses candidates on demonstrated abilities rather than employment history. Around two-thirds of UK organizations have adopted this approach, per Michael Page research. Companies like Taktile and PMG now assess candidates through practical exercises and interpersonal skills, moving away from paper-based evaluation. AI is also seen as reducing human bias in screening, though final decisions remain with human teams. The shift emphasizes continuous learning and adaptability over static credentials.
- AI enables candidates to generate unlimited resumes, pressuring employers to adopt new hiring methods.
- UK graduate employers received an average of 140 applications per vacancy in 2025, a 30-year high.
- Two-thirds of UK organizations have adopted skills-based hiring, per Michael Page research.
- ·AdExchangerInfluencer Marketing
Creator Marketing Matures as PMG Acquires Digital Voices
In this AdExchanger Talks podcast episode, Jennifer Quigley-Jones, VP of Strategy & Partnerships at PMG, discusses the evolution of creator marketing. She highlights that a decade ago, influencer marketing agencies primarily focused on Instagram, missing opportunities on YouTube. This gap led her to leave YouTube in 2017 and found Digital Voices, an agency that was acquired by PMG earlier in 2026. Quigley-Jones emphasizes that creator marketing is now a strategic imperative, with brands investing across multiple platforms. She discusses how technology, including AI models and performance data analysis tools, can improve creator-brand relationships and scale campaigns from 25 to 1000 creators, democratizing media spend. The episode also covers why influencer marketing should be viewed as a strategy rather than a tactic, and the importance of aligning goals between advertisers and creators.
- Digital Voices was acquired by PMG earlier in 2026.
- Jennifer Quigley-Jones founded Digital Voices in 2017 after leaving YouTube.
- Quigley-Jones is VP of Strategy & Partnerships at PMG.
- ·AdExchangerAI & Data
Agencies Audit AI Agent Costs; Micro1 Outbids Google for Spirit Data
This AdExchanger daily news roundup covers several stories. A Gartner survey of 1,300 marketers finds 60% of AI users incur unexpected costs due to lack of oversight, prompting agencies like PMG and Rise to build auditing tools to control AI token spending. AI startup micro1 has bid $12.5 million for Spirit Airlines' data, outbidding Google's $10 million, though Google's deal is already approved. Separately, the FBI is investigating a dark web service selling 153 million driver's license scans from IDScan.net. The roundup also includes opinion pieces on the Google ad tech remedies, The Trade Desk layoffs, PepsiCo moving its media account to Publicis, and Instagram's AI detection issues.
- Gartner survey: 60% of companies using AI incur unexpected charges or exceed budgets.
- PMG built a tool to limit AI token usage and provide recommendations.
- Rise, a Quad agency, uses PubMatic's audit log feature to track AI agent behavior.
Compare their exact ecosystem overlaps.
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