Agency & Consultancy · AdTech Vendor · vs · Publisher & Media Owner · AdTech Vendor
Goodway Group vs Walmart Connect
Structured technology and market comparison · 2026
Direct Feature Comparison
Goodway Group · vs · Walmart ConnectIndependent media consultancy blending commerce activation, measurement, and programmatic buying.
Retail media arm for shopper data, ads and measurement.
Analyze all overlapping signals and tech stacks for Goodway Group and Walmart Connect
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Comparison Analysis
What is the main difference between Goodway Group and Walmart Connect?
When comparing Goodway Group and Walmart Connect, both platforms operate within the Measurement & Analytics Platform, Connected TV (CTV) & OTT, and AdTech Vendor ecosystem. Goodway Group is positioned as Independent media consultancy blending commerce activation, measurement, and programmatic buying, whereas Walmart Connect focuses on Retail media arm for shopper data, ads and measurement. Decision-makers evaluate both solutions when orchestrating their commercial monetization and technology stack.
What are the top alternatives to Goodway Group and Walmart Connect?
When evaluating Goodway Group and Walmart Connect, enterprise buyers also consider other platforms in Measurement & Analytics Platform, Connected TV (CTV) & OTT, and AdTech Vendor. 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 Walmart Connect compare?
Goodway Group is headquartered in US (founded in 1929) with 501–1,000 employees. Walmart Connect is based in US (founding year unrecorded) with Unknown. Complete ownership, subsidiary trees, and corporate affiliations are documented across Polaris7.
Market Signals
Recent Market Signals & Activity: Goodway Group vs Walmart Connect
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.
Walmart Connect
Recent Signals
- ·AdweekRetail Media
Walmart outlines plan to dominate TV advertising
Walmart is aggressively expanding its retail media ambitions into TV advertising. The retailer, which acquired Vizio for $2.3 billion two years ago, is now building a streaming ecosystem that includes the recent acquisition of adtech firm Vibe.co for $1.4 billion. Walmart Connect, the retailer's ad business, is pitching itself to non-endemic advertisers, leveraging Vizio's smart TV OS and Vibe.co's performance-focused streaming platform. New partnerships with Skydance and Spotify aim to extend reach, and the Yahoo DSP integration is moving to alpha. Walmart's U.S. ad business grew 38% YoY in Q2, and the company is positioning its first-party commerce data as the key differentiator for TV ad targeting and measurement, even for brands that don't sell at Walmart.
- Walmart acquired Vizio for $2.3 billion two years ago to build a streaming ecosystem.
- In August, Walmart acquired adtech firm Vibe.co for a reported $1.4 billion.
- Walmart Connect is pitching non-endemic advertisers, with new partnerships with Skydance and Spotify.
- ·ExchangeWireRetail Media
Walmart Connect Expands to Linear TV with WBD
Walmart Connect announced a partnership with Warner Bros. Discovery to bring its shopper data to linear TV, enabling addressable advertising on channels like TBS and Food Network through Walmart DSP. The deal uses a private marketplace powered by FreeWheel, offering closed-loop sales measurement. Separately, Zeta Global agreed to acquire Digital Audience, a data infrastructure firm, to enhance its identity and activation capabilities across channels. Ofcom has opened an investigation into Meta over its Instagram Instants feature, examining whether risk assessments were conducted before launch, with potential fines if breaches are found.
- Walmart Connect partners with Warner Bros. Discovery for linear TV addressable advertising.
- The deal runs via a private marketplace in Walmart DSP, powered by FreeWheel.
- Zeta Global agrees to acquire Digital Audience for undisclosed terms.
- ·https://martechseries.com/feed/Platform
Quartile Becomes Technology Partner for ChatGPT Advertising
Quartile, a retail media optimization platform, announced it has become a technology partner supporting advertising in ChatGPT. This partnership enables participating advertisers to access ChatGPT Ads through Quartile's existing tools and workflows, expanding its AI-powered advertising capabilities into conversational discovery. ChatGPT, with over 1 billion weekly active users, is increasingly used by consumers for product discovery and purchase decisions. The integration allows brands to incorporate advertising in ChatGPT into their broader media strategies, leveraging Quartile's technology and expertise. Quartile emphasizes its 'experts + AI' approach, combining AI-driven scale and speed with strategic human judgment. The company supports thousands of brands and manages billions in annual ad spend across major commerce and digital advertising channels.
- Quartile announced a technology partnership supporting advertising in ChatGPT.
- ChatGPT has more than 1 billion weekly active users.
- The partnership enables advertisers to access ChatGPT Ads through Quartile's tools.
Compare their exact ecosystem overlaps.
Explore all deep relationships in Polaris7. Discover exactly which mutual clients, integrated technologies, and overlapping partners Goodway Group and Walmart Connect share across the market ecosystem.