Media-buying agencies want to have greater control over how they transact, with fewer links in the chain.

That is certainly the case for Jenkintown, PA-based Goodway Group.

The company’s origins go back a century, to the day a 14-year-old errand boy decided to learn the printing trade.

Today, it operates a programmatic buying service and connects online activity to offline sales.

But, as it does so, Goodway is trying to balance power with simplicity.

“There are so many players right now, and so for us we’d love to see a more consolidated space where we have partners who can innovate with us – as opposed to having 70 to 90 exchanges vying for our buys across the DSPs that we buy on,” Amanda Martin, VP enterprise partnerships, Goodway Group, in this video interview with Beet.TV.

One way Goodway has been trying to exert control is through supply path optimization, an algorithm demand-side platforms (DSPs) use in order to streamline how they interact with supply-side platforms (SSPs).

“Five years ago we were just checking all of (the ad exchanges), and then the bids and impressions were going out to whomever they would go out to and wherever the path picked,” Martin says.

“But now we like to actually pick what path our bid goes to hit that inventory. What SSP site combination makes the most sense? What path has the best performance for us personally?

“Different brands or verticals tend to have success in different paths. There are so many details you can dig into. It allows us to add value as well on our side that may be a brand themselves couldn’t do. It really is about for us to infuse value into the system in the role that we play.”

This video is from a Beet.TV series titled Consolidation & The Case for Supply Chain Innovation, presented by PubMatic. For more videos, please visit this page.