Observed Signal · Jun 17, 2026 · Operational Initiative · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
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.
Provides a measurable agency case study showing supply-path optimization can cut intermediaries, reduce fees, improve traffic quality and lower CPMs — useful evidence for programmatic buyers and publishers but not an industry‑shifting platform change.
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Key Takeaways & Evidence Grounding
- Goodway Group began its SPO work in 2019 and created an initiative called Goodpath with Jounce Media.
- Goodway reduced the number of SSPs it works with from about 20 at the end of 2024 to single digits by mid‑2026.
- Goodway integrated direct-to-publisher solutions including The Trade Desk’s OpenPath and Yahoo DSP’s Backstage as part of its SPO strategy.
- Goodway cut its spend on non-exclusive (resold) inventory to about 2%, per Jounce Media.
- Goodpath increased the share of ad spend going to working media by 28%, lowered fees by 10–20%, improved verified human traffic by 25–30%, and reduced CTV/online video/audio CPMs by up to 40%.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Walmart outlines plan to dominate TV advertising
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Former Utiq and Xandr/Microsoft Leader Joins illuma for AI Scaling
illuma, a London-based AI company specializing in contextual decision intelligence, has appointed Michel Guillon as head of solutions architecture. Guillon brings two decades of adtech leadership experience from Utiq and AppNexus/Xandr/Microsoft, where he worked closely with illuma's integrations. His role will help partners integrate illuma's contextual intelligence into their systems at enterprise scale, leveraging his deep knowledge of DSP and SSP architecture and data interoperability. illuma's AI technology is used by brands, agencies, publishers, and platforms to optimize advertising decisions in real time, and is available through major platforms including The Trade Desk, Equativ, Index Exchange, Amazon, DV360, Yahoo, OpenX, PubMatic, and Magnite. The appointment underscores illuma's expansion across leading advertising platforms.
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