AI is reshaping media buying, but supply-path optimization remains essential. Goodway Group tests agentic AI while demanding transparency and value for advertisers. The industry weighs efficiency against control.
Media buyers are under pressure to deliver both efficiency and transparency as artificial intelligence becomes more prominent in digital advertising. While AI promises to streamline operations, it also introduces new layers of complexity to the already fragmented media buying process. Andrea Kwiatek, director of strategic partnerships at Goodway Group, said the agency is actively testing agentic AI in campaign management, but insists that supply-path optimization (SPO) remains a critical safeguard for advertisers seeking clarity and value.
Goodway Group’s approach involves using AI agents to analyze campaign briefs and recommend audience and inventory sources. However, Kwiatek emphasized that these tests are ongoing and that the agency is not ready to fully embrace agentic AI without ensuring it can operate within strict guidelines. She noted that AI should not become another opaque layer in media buying, warning that unchecked automation could undermine the transparency clients expect.
For Goodway Group, SPO is less about eliminating partners and more about understanding which partners can deliver measurable outcomes and sustainable growth. The agency positions itself as a knowledge leader, vetting third-party platforms and data providers on behalf of clients. This process requires deep transparency from partners, allowing Goodway Group to scrutinize methodologies rather than relying on surface-level assurances. Unlike holding companies, where decisions often flow from the top down, Goodway Group prioritizes hands-on evaluation and direct communication with partners.
Kwiatek explained that the agency holds vendors to high standards, requiring them to meet specific transparency, pricing, and customization criteria. Partners are regularly validated through third-party verification platforms to ensure compliance with established rules. This rigorous process sometimes leads to dropping partners who cannot meet these standards, reinforcing the agency’s commitment to client interests.
The integration of agentic AI adds another layer of scrutiny. Goodway Group is testing whether AI-driven buying can match the effectiveness of traditional programmatic methods when agents are restricted to approved supply paths. Kwiatek expressed concern about the proliferation of buyer and seller agents, each with their own objectives, and stressed the need for robust verification to prevent misaligned incentives-such as seller agents curating inventory that does not maximize advertiser value.
Transparency remains a top priority as agentic buying evolves. Kwiatek said the agency is determined to avoid creating new “black boxes” that obscure how transactions occur. Without clear visibility into AI-driven decisions, it becomes difficult for agencies to replicate successful strategies or demonstrate value to clients. This focus on transparency aligns with broader industry concerns about automation and accountability, as discussed in related coverage of the risks of unchecked agentic advertising.
