Goodway Group tests AI buyer agents against its approved supply paths
Goodway Group is running tests to determine whether agentic media buying can match programmatic buying when agents are restricted to approved supply paths, according to Andrea Kwiatek, the independent agency's director of strategic partnerships. The tests feed buyer agents a client's campaign brief and track which audiences and inventory sources a seller agent recommends in response. Kwiatek said the agency will share more detail on results soon. Buyer and seller agents pursue their own goals in a transaction, she said, and a seller agent could curate inventory that fails to optimize value for the advertiser if the two sides lack enforced transparency.
Campaigns run through agentic buying tools risk becoming another opaque black box if agents operate without the verification agencies already apply to programmatic platforms. Goodway Group requires third-party partners, including data and identity providers, to meet transparency, pricing and customization standards before they qualify for client budgets, then uses verification platforms to police compliance afterward. Extending that same rigor to buyer and seller agents will decide whether agentic media buying earns a lasting place in the supply chain or adds one more layer of friction for supply-path optimization to resolve.