News Summary:
Goodway Group recently implemented its own supply-path optimization (SPO) policy, which has led to reducing its supply-side platform (SSP) partners to single digits, reflecting a perspective that SSPs are generally expendable in the programmatic supply chain. This followed an independent audit on June 15, 2026, by Jounce Media, which classified 98% of Goodway Group's programmatic investments as transacting through maximally direct paths to high-quality web, mobile app, and CTV supply, exceeding industry benchmarks. Earlier, on May 19, 2026, CEO Paul Frampton-Calero outlined why brands need to rethink their operating models around decisions rather than silos, addressing the "channel trap" where marketing often follows channels despite shopper journeys not doing so. Previously, on May 13, 2026, Frampton-Calero stated that television planning and digital video buying, once separate disciplines, are now "almost one and the same" due to audience fragmentation across streaming platforms and emerging video environments. On May 7, 2026, Tim Hurd, VP of Media, spoke at the Beeler.Tech Navigator event, discussing how the agency rebuilt its audience stack and shared insights on practical AI applications and data signal quality.
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