Goodway Group has launched two new brands, Gradiant and G-Comm, to enhance its focus on the modern marketing funnel and retail media expertise. Gradiant is an agency offshoot that emphasizes brand visibility across the marketing funnel, while G-Comm is a retail media accelerator designed to address challenges in the retail landscape. These new units complement Goodway's existing brands, CvE, Tuff, and Goodway.
G-Comm aims to assist retail clients in operating, building, or enhancing their retail media network. It also works directly with brands, buying across all retail media networks. As retail media networks are expected to generate $61 billion in ad revenue this year, G-Comm's dedicated strategy and data science teams aim to provide a unique blend of expertise to help brands and retailers navigate the numerous options and metrics in retail media networks.
G-Comm's partners include The Trade Desk, Criteo, and Skai, focusing on audience data, attribution, and campaign optimization. It also utilizes a proprietary suite of algorithms called RealValue for performance, ROI, and clean-room integrations for identity resolution and attribution.
G-Comm manages more than 200 brands across retail media networks (RMNs) and buys across more than 20 RMNs. It launched its retail media practice with Dollar General Media Network in 2022 and Ulta in 2023. With Dollar General, it provides a white-label service to manage all aspects of media buying and execution.
As the RMN space becomes more crowded, tech integrations and measurement tools are expected to become more important. Access to first-party data is a significant part of the push into retail media, but agencies still need to determine how to effectively use this information. To address the fragmented market, some agencies, like Wpromote, are developing a unified view of their total retail performance across RMNs using a process called Omni-Retailer Reporting.
