An independent audit performed by Jounce Media classifies 98% of Goodway Group programmatic investments as transacting through maximally direct paths to the highest-quality web, mobile app, and CTV supply, far exceeding industry benchmarks. Just 68% of available programmatic supply meets this standard, indicating that Goodway Group implements highly disciplined supply-path optimization systems to select only the highest-quality ad opportunities for its clients.
"Goodway Group was an early mover in supply-path optimization and continues to set the bar for best-in-class supply-chain management. The data is clear, and Goodway Group's clients should feel confident that their investments always flow to trusted sellers." -Chris Kane, Founder, Jounce Media
“Jounce Media’s independent analysis reinforces what we believe is essential to connected commerce: better outcomes start with better media quality. Our partnership validates the discipline we’ve built into Goodpath: reducing waste, prioritizing premium and maximally direct supply, and ensuring more of every client dollar reaches high-quality environments. That quality creates stronger signals, cleaner measurement, and ultimately better business results for our clients.” -Tom Swierczewski, VP Media Investment and Partnerships, Goodway Group
“Every dollar lost to inefficiency is a dollar that isn't creating value for consumers. By building more direct, transparent supply paths, we're helping brands invest more of their media budgets where it matters most; reaching real people in quality environments and creating stronger connections that drive both business outcomes and trusted experiences. Goodpath accomplishes that and can evolve with the growth of agentic buying infrastructures.” -Andrea Kwiatek, Director, Partnerships
Goodway Group’s approach to supply-path optimization is built on Goodpath — its proprietary supply strategy designed to reduce waste, eliminate unnecessary intermediaries, and maximize working media in service of connected commerce.
In a typical programmatic environment, as much as 60% of media investment is lost to fees, resellers, and low-quality supply. Goodpath was developed to address this inefficiency directly by redesigning how inventory is sourced, transacted, and optimized.
Goodway Group treats supply chain management as a core business driver because inefficiencies in the supply path directly impact performance, cost, and data quality.
Rather than accepting the default complexity of the open marketplace, Goodway Group actively engineers supply paths to:
This disciplined approach is why Goodway Group clients consistently outperform industry benchmarks, with significantly lower exposure to low-quality supply and more investment reaching premium environments.
At the core of Goodpath is a curated ecosystem of DSP, SSP, and exchange partners designed to create more direct and efficient paths to inventory.
Goodway Group prioritizes:
These partnerships are designed to remove friction from the supply chain, improving both cost efficiency and signal quality.
The impact is measurable:
There are currently more than 800 million programmatic supply chains that connect DSP demand with publisher supply across a diverse landscape of web, mobile app, and connected TV supply. Jounce Media maintains the industry’s most trusted mapping of these supply chains and classifies each as one of the following:
Jounce guides media buyers to avoid Rebroadcasting, Cheap Reach, Made For Advertising, and High-Risk supply, but these low-value categories represent 32% of all available bidding opportunities presented to DSPs.
Further, traditional DSP targeting tools are not well-suited to the task of managing exposure to this inventory. Simple site lists provide no protection against wasteful reselling and often fail to manage exposure to new sources of low-quality sites and apps. In spite of buyer efforts to manage the programmatic supply chain, Jounce’s benchmarking data indicates that 22% of all programmatic investments still flow to wasteful auctions.
By comparison, Goodway Group’s exposure to low-quality supply is 8x lower than the current industry benchmark. In Q1 2026, 98% of Goodway Group investments transact through Bellwether and Premium supply chains.
Goodway Group achieves these results by partnering deeply with trusted advertising technology platforms that support robust supply chain management. Goodway Group additionally leverages Jounce Media’s auditing service to continuously monitor campaign bidding patterns and quickly identify and address sources of supply chain inefficiencies.
The result is that Goodway Group clients are 8x less likely to invest in low-quality programmatic auctions, ensuring that 98% of media spend flows through maximally direct paths to premium supply, creating a more reliable foundation for data, measurement, and connected commerce outcomes.
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