AdTech AdTalk Police the Numerator
Aug 29, 2025
Join Jay Friedman, former CEO of Goodway Group, as he shares his journey through digital media and programmatic advertising. He delves into the evolution from print to digital, revealing the importance of brand equity in consumer choices. The conversation highlights how AI connects strategy to execution and improves advertising accountability. Jay also discusses the challenges of standing out in saturated markets and the complexities of programmatic advertising, emphasizing the necessity for transparency and tailored strategies.
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Early Programmatic Pivot
- Jay Friedman joined Goodway ~20 years ago when it was a print promotions company and helped pivot it into programmatic early.
- He positioned Goodway as a programmatic expert and built measurement-first campaigns even in 2007.
Harvesting vs Creation
- Jay separates demand harvesting (capture existing intent) from demand creation (build brand preference).
- Different channels and lifecycle timing determine when harvesting is cheaper than investing in brand.
Measure Brand With Cohorts
- Use cohorts and holdouts to measure branding impact over appropriate look-back windows.
- Match look-back length to product purchase cadence (days for gum, months for detergent).