Recorded live at Optable Connect NYC 2026
The largest players in advertising keep consolidating toward end-to-end, owned infrastructure. Recent moves in the identity space have added pressure to go all-in on a single platform. The alternative is building every layer in-house, which costs time and money most agencies don't have.
Goodway Group chose a third path with Optable; Paul Frampton-Calero, Goodway Group's CEO, sat with Vlad Stesin, Optable's CEO, to discuss why they made this move and how it's performed.
Paul wanted an intelligence layer that works horizontally across the ecosystem: build once, then push to every partner and project. Instead of adding another workaround or building from scratch, Goodway built Passport One, its proprietary data and intelligence layer, on Optable's identity infrastructure. "You don't need to own everything yourself," he said.
Using Optable Audience Agent, Goodway goes from a brief to audience segments in around 30 minutes, work that could take days or weeks by hand. Some of those agent-built audiences delivered up to 40% better ROAS, according to an onstage comment from Paul. Planners can now spend their time on more strategy-driven tasks. Goodway has cut its SSP partners while adding direct publisher connections.
Paul also had advice for the sell side: Identify and prioritize the agency partners with an appetite for agentic advertising. For agency leaders deciding what to build, buy, or partner on, this conversation is a working example of owning the layer closest to clients and orchestrating the rest.
