Observed Signal · Aug 14, 2026 · Interview · Source: AdExchanger · Impact: 2/5 · Sentiment: Neutral
Programmatic Media Buying Market: Agentic AI vs Supply-Path Optimization in Media Buying
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.
Discusses practical industry implications of agentic AI for programmatic media buying and reinforces the ongoing importance of SPO, partner validation and transparency—relevant to agencies and buyers but not a platform-level policy or major technical release.
Key Takeaways & Evidence Grounding
- 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.
- Goodway Group says it uses a rigorous validation process and third-party verification platforms to ensure partners meet transparency, pricing and customization standards.
- Kwiatek will speak at AdExchanger’s Programmatic I/O conference in New York City on September 28–29, 2026.
Connected Companies & Entities
2 Entities mappedAccess Intelligence
B2B media and events owner serving specialist professional audiences.
“© 2026 Access Intelligence, LLC - All Rights Reserved...”
Goodway Group
Independent media consultancy blending commerce activation, measurement, and programmatic buying.
“Andrea Kwiatek, director of strategic partnerships at the indie agency Goodway Group, told AdExchanger....”
Ontology Mapping & Concepts
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