How Connected TV Will Impact All Media Buying and Its Pricing

“On TV And Video” is a column exploring opportunities and challenges in advanced TV. Today’s column is written by Jay Friedman, president and partner at Goodway Group. The goal of every marketer is to spend the least amount of money possible to achieve the best possible results – to spend right to the point whereContinue reading »

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Oracle, Salesforce, Adobe, TTD, Oath, Indie SSPs, Roku And LiveRamp Must Come Together

“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. For media buyers today, ad tech platforms can be bucketed into two categories: the must-haves and nice-to-haves. For many, Google, Facebook and AmazonContinue reading »

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Goodway Group Prez Jay Friedman Fights The Good Fight Against Last-Click Attribution

Believe it or not, many marketers still use last-click attribution. Goodway Group President Jay Friedman has had enough of it. So, he’s pushing the indie programmatic platform to tie all campaign measurement to lift-based metrics. “By requiring a lift-based approach, we can avoid vanity metrics,” he said. “It’s changed the dynamic of our relationships withContinue reading »

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The Open Exchange’s Value Prop Keeps Getting Better

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jay Friedman, COO at Goodway Group. In the past two weeks, I’ve been to two supply-side platform (SSP) summits and spoken in depth to more than a dozen publishers. I’ve learned a lot. In short,Continue reading »

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Six Questions I Would Have Asked Mark Zuckerberg

“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, chief operating officer at Goodway Group. As the attention on Mark Zuckerberg’s recent testimonies dies down, the conversation is shifting instead to what should have been addressed. From anContinue reading »

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How To Survive In A First-Price, GDPR World

“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, chief operating officer at Goodway Group. Imagine it’s 2016, and a marketer is programmatically targeting EU consumers with behavioral data and buying those impressions on a second-price auction. WhenContinue reading »

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Programmatic Faces A Turning Point In 2018

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“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, chief operating officer at Goodway Group. Already, 2018 is shaping up to be a very interesting year. Our industry is getting close to making real progress on some ofContinue reading »

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It’s Time Marketers Realize That Supply Is Not Unlimited

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“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, chief operating officer at Goodway Group. In the early 2010s, a few assumptions seemed undeniable for media buyers. They believed programmatic was growing rapidly with user-level targeting, for example, providingContinue reading »

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How Does Amazon Stack Up As A Duopoly Contender?

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“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, chief operating officer at Goodway Group. Despite not having an ad-focused business model, Amazon keeps Sir Martin Sorrell up at night and is the most likely candidate toContinue reading »

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How Loss Aversion Prevents Agencies From Getting Credit For Their Successes

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“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, chief operating officer at Goodway Group. Imagine you have $50. I tell you that I’m going to flip a coin, and if you guess the flip correctly, I’ll giveContinue reading »

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