JF
Jay Friedman
Jay Friedman is co-founder of CartographAI. He was previously CEO of Goodway Group, the independent media and marketing-services firm, where he spent over a decade and earlier served as President and COO. A long-time programmatic and digital-media leader, he is also an author and frequent industry speaker.
Last updated Jun 6, 2026 by the ATDb Editorial Team
Role
Co-Founder
Company
CartographAI
Based
Philadelphia, Pennsylvania, United States
- Years in industry
- 15 years
Bio
Jay Friedman is co-founder of CartographAI. He was previously CEO of Goodway Group, the independent media and marketing-services firm, where he spent over a decade and earlier served as President and COO. A long-time programmatic and digital-media leader, he is also an author and frequent industry speaker.
Career
CEO
Goodway Group · 2016–2024
Expertise & education
Expertise
Programmatic AdvertisingSupply Path OptimizationMedia TransparencyAd Fraud PreventionPerformance MarketingDigital Media StrategyMade-for-Advertising (MFA) Site DetectionAgency Operations
Speaking topics
Programmatic advertising transparencySupply chain optimizationAd fraud and brand safetyThe future of independent agenciesPerformance marketing and accountabilityMade-for-advertising (MFA) content concerns
Recognition
Notable achievements
- Grew Goodway Group into one of the largest independent media agencies in the United States
- Authored widely-read industry commentary on programmatic transparency and supply chain accountability
- Recognized as a leading independent agency voice at a time of significant consolidation in the agency holding company landscape
- Contributed to shaping buy-side best practices around supply path optimization and programmatic quality
Awards
Frequently cited on AdExchanger industry influence lists
Publications
- AdExchanger (contributor)
- Digiday (contributor)
- AdAge (contributor)