CEO at Goodway Group
Friedman is known for leading Goodway Group as a best-in-class independent programmatic agency while serving as one of AdTech's most outspoken advocates for supply chain transparency and media accountability.
Last updated Feb 27, 2026 by AI Enrichment
Jay Friedman is one of the most prominent operator-thought-leaders in the programmatic advertising space, known for his candid, data-driven perspective on media transparency, ad fraud, and the evolving digital supply chain. As CEO of Goodway Group, he has helped build one of the largest and most respected independent media agencies in the U.S., distinguished by its deep programmatic expertise and commitment to performance-driven outcomes for clients. His willingness to publicly challenge industry norms — including calling out opacity in the programmatic supply chain — has earned him a reputation as a trusted, unvarnished voice in a space often dominated by vendor spin. Friedman joined Goodway Group over 15 years ago and rose through roles including Director of Strategic Partnerships and President before assuming the CEO role. Under his leadership, Goodway Group has expanded its capabilities across programmatic buying, data strategy, and performance marketing, while maintaining its independence at a time when many peer agencies have been absorbed by holding companies. His tenure reflects a consistent philosophy: that transparency, accountability, and measurable results should be the foundation of the agency-client relationship. Beyond his operational role, Friedman is a prolific contributor to industry discourse, regularly publishing in AdExchanger, Digiday, and AdAge, and speaking at major industry conferences. He has been an active participant in conversations around supply path optimization, made-for-advertising (MFA) site concerns, and the responsibilities of the buy side in cleaning up programmatic ecosystems. His dual identity as both a working agency executive and an industry commentator gives his perspective unusual credibility and practical grounding.
Goodway Group (~2015-2022)
Goodway Group (~2009-2015)