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»Goodway Group

When Your Client Pauses Ad Spend

Working with clients in travel, brick-and-mortar retail, hospitality and live entertainment right now is a bit of a hot mess. These brands are pausing their ad spend as their businesses get completely shut down – which makes it tricky for media agencies to perform their regular duties. “It’s volatile, chaotic, uncertain and ambiguous, and on... Continue reading »
by Alison Weissbrot // March 30th, 2020 //
»
Optimizing Programmatic To Real-Time Sales Data Can Improve ROAS, Especially In A Crisis

While programmatic campaigns for ecommerce clients can optimize to sales in real time, CPG clients get the short end of the stick. When sales surge and change unpredictably – such as during the coronavirus pandemic – it severely reduces marketing agility. To weather these changes, Goodway Group gained access to a CPG client’s critical real-time,... Continue reading »
by Sarah Sluis // March 23rd, 2020 //
»
Quarantined: How The Coronavirus Shutdowns Impact Marketers

The coronavirus outbreak has caused marketers to rethink their 2020 budgets, delay campaign launches, sit out conferences and experiment with remote work. Despite this disruption, we’re still largely in wait-and-see mode in terms of how the virus will impact operations in the United States. Here’s the quick lowdown on how COVID-19’s warpath through the world... Continue reading »
by Alison Weissbrot // March 4th, 2020 //
»
A Buyer’s Perspective: How Publishers Can Flourish Post-Third-Party Cookiepocalypse

“The Sell Sider” is a column written for the sell side of the digital media community.  Today’s column is written by Jay Friedman, president and partner at Goodway Group. Change only occurs when there is sufficient dissatisfaction with the status quo. For the last 20 years, the number of events that have dissatisfied publishers has been building,... Continue reading »
by AdExchanger // February 21st, 2020 //
»
Independent Ad Tech’s 2020 ‘Gap Year’ Will Help It Long Term

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jay Friedman, president and partner at Goodway Group. Some kids go straight from high school to Harvard. Others take a gap year ­to “find themselves,” tinker in their friend’s garage or simply... Continue reading »
by AdExchanger // December 10th, 2019 //
»
Advanced TV Fragmentation Has Created A Cognitive Bias Problem, But There’s An Easy Solution

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Jay Friedman, president and partner at Goodway Group. Buying connected TV ad inventory is fragmented at best and complex at its worst. Channels we are familiar with from the corded TV days – TLC, HGTV, Bravo... Continue reading »
by AdExchanger // July 11th, 2019 //
»
What Duopoly? Why Amazon’s Sizmek Purchase Is Just The Next Step In Its March Toward Ad Dominance

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Jay Friedman, president and partner at Goodway Group. Amazon bought Sizmek’s ad server and dynamic creative optimization (DCO) tool last week. If you’re not a Sizmek customer, this may not seem like a big deal. And... Continue reading »
by AdExchanger // June 7th, 2019 //
»
Can Consulting And Creative Get Along?

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jay Friedman, president and partner at Goodway Group. Accenture Interactive’s recent purchase of creative agency Droga5 presents a fundamental question of whether consulting and creative can be combined effectively. Can a creative... Continue reading »
by AdExchanger // May 6th, 2019 //
»
Why The Birth Of Surveillance Capitalism Signals The End Of Behavioral Targeting

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jay Friedman, president and partner at Goodway Group. Want to start a social movement? There are plenty of resources online to help you; TED even offers a quick, four-step guide to... Continue reading »
by AdExchanger // February 21st, 2019 //
»
Goodway Group Creates Its Own Low-Fee Supply Path To PubMatic

Supply-path optimization (SPO) lets buyers find the best way to access the inventory they want. But the next stage of SPO is emerging, where buyers will negotiate with exchanges to create their own low-fee paths to supply. In that spirit, the agency Goodway Group and the exchange PubMatic inked a deal Wednesday where PubMatic will... Continue reading »
by Sarah Sluis // February 7th, 2019 //
»
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