Stephani Estes Of Goodway Group On The Future Of Adtech

An Interview With Kieran Powell

Be curious: I heard it said once that the best marketers are like toddlers — they’re always asking “why?” Media is a complex industry, and there’s a lot to learn. If you’re not curious about the industry, this probably isn’t the right career for you. I continue to learn new things daily at my job, which keeps it interesting.

Advertising technology is rapidly evolving, transforming the way brands connect with consumers. From programmatic advertising to data analytics, the ad tech industry is driving innovation and efficiency in marketing. As part of this series, we had the pleasure of interviewing Stephani Estes.

Stephani Estes is the chief media officer at Goodway Group. Prior to joining Goodway Group, Stephani worked in numerous media executive and management roles in the advertising world at Cramer-Krasselt, McCann, and Starcom MediaVest Group. She is an expert in media planning, digital media, strategic planning and media strategy, with experience in industries such as CPG, cosmetics, pharmaceuticals, B2B SaaS, healthcare, retail, banking and restaurants. Stephani has spoken as a panelist at marketing events like Brave New Worlds by TransUnion, has been a national media Effies judge, and been referenced as a thought leader in publications including The Drum, Digiday, ANA and Cynopsis Media.

Thank you so much for your time! I know that you are a very busy person. Our readers would love to “get to know you” a bit better. Can you tell us a bit about your backstory and how you got started?

The biggest non-surprise for people who know me is that I used to be a teacher. Before I worked in advertising, I was a corps member with Teach for America, teaching high school special education in St. Louis. That was the hardest and most rewarding work of my life. It was also incredibly valuable for my career in advertising — it taught me the importance of patience, clear communication, relationship building, and creative problem solving. It also instilled in me the importance of continued learning and having a growth mindset. One of the things I love the most about the media industry is that there’s no shortage of new things to learn.

Beyond the classroom, I’ve had the great fortune to partner with a variety of clients at several different great agencies. Most of my background has been in strategy and planning — and for the last 10 years, that’s been primarily in the digital space. The core principles from my teaching days — like collaboration, adaptability, and the drive to make an impact — have been with me every step, guiding me through increasingly senior roles and leading to my current position as Chief Media Officer at Goodway Group.

The thread that connects it all is my belief in the power of people, whether in a classroom or the boardroom, and our potential to drive meaningful change together.

It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

On my first solo client visit, I was representing the agency on the East Coast for a bicoastal client. The rest of my team was presenting on the West Coast. The meeting ran long, and at the end, I needed to return to my hotel. This was before the days of Uber, so I was going to try and get a taxi. The CFO of the client graciously offered to drive me to my hotel. I told him the name of the hotel and realized about halfway into the drive that he was taking me to a different hotel by the same name (this was before iPhones, so I didn’t have a map in hand!). I was so embarrassed that I didn’t say anything. After he dropped me off at the wrong hotel, I called a cab and went to the correct hotel. I suppose the biggest lesson I learned here is — everyone makes mistakes, and regardless of title or role, it’s okay to admit you were wrong rather than spending an hour of extra time cabbing all over town.

Are you working on any exciting new projects now? How do you think that will help people?

We’re working on some really exciting initiatives right now. One of the biggest is launching a revamp of our programmatic ecosystem to drive greater value in today’s evolving landscape. This revamp prioritizes transparency, inventory quality, and audience fidelity. We anticipate that this new approach will drive better outcomes for clients, which is always our North Star.

At Goodway Group, we’re continuing to build upon our Outcome Engineering philosophy by leaning into data to identify audiences that have the greatest potential to drive business outcomes. That includes work on refining and enhancing our people-based audience design tool, Passport One. As data signals evolve and continue to fragment, our enhancements will help clients understand the value of each audience segment for their business and reach those audiences with fidelity across any channel they’re on.

Thank you for that. Let’s now shift to the central focus of our discussion. What do you believe will be the most significant technological advancements in ad tech over the next five years?

Over the next five years, I see some incredible shifts happening in ad tech. Social commerce and influencer marketing will take center stage, with platforms evolving into seamless shopping ecosystems. This will make the connection between content, community, and commerce more personalized and engaging than ever.

Retail media networks (RMNs) are another area to watch. We’re seeing a growing shift toward purchasing more inventory offsite via RMNs. These networks will leverage rich customer data to deliver highly targeted, impactful ads, creating even stronger connections between brands and their audiences.

And, of course, AI will play a huge role, especially in optimizing data analysis, predictive modeling, and real-time decision-making. Coupled with immersive shopping experiences — think AR and VR — we’re heading into a future where consumers can interact with products in completely new ways. It’s an exciting time for brands to embrace these changes and create deeper, more meaningful customer experiences.

How is artificial intelligence changing the landscape of advertising technology, and what potential does it hold for the future?

AI is undeniably transforming advertising technology, and right now, CMOs are grappling with the reality that AI is no longer a “nice to have” — it’s a baseline expectation. The focus has shifted from flashy creative applications to using AI for cost efficiencies and media execution. While clients may not always know how to ask the right questions about AI, they’re clear that it’s necessary. At the same time, we’re seeing legal and governance teams becoming more involved, ensuring compliance, and ethical considerations are part of the equation.

One challenge we face is ensuring AI doesn’t become a buzzword or a technology for technology’s sake. Agencies shouldn’t overemphasize the tools themselves but instead focus on what AI can do to deliver real, benefit-driven outcomes. As much as AI evolves, human intelligence — the ability to think critically, creatively, and strategically — remains our most valuable asset.

AI holds incredible potential for the future of ad tech. It’s not just about automation but about amplifying what we do best: delivering meaningful, measurable customer experiences. At Goodway Group, we’ve established seven core principles to guide CMOs and marketing teams in making AI work for them:

• Start and end with the customer. Build every generative AI strategy around delivering better customer outcomes.
• Own your AI strategy in-house. Collaborate with external experts but define a clear road map internally to maintain control.
• Embrace multiple use cases. Use AI across CX, data, and content to demonstrate marketing leadership.
• Adopt a test-and-learn approach. Experiment widely, iterate quickly, and embrace “failing fast” to learn faster.
• Establish accountability. Assign clear responsibility within marketing to explore tools and measure AI-driven value creation.
• Be specific. Document processes, journeys, and use cases — AI thrives on clarity and detail.
• Anchor AI to strategy with governance. Create a steering group to align AI with business goals and uphold ethical standards.
• By approaching AI with intention and accountability, we can unlock its true value — not just as a tool but as a driver of innovation that complements human intelligence and creates exceptional customer experiences.

What are the biggest challenges currently facing the ad tech industry, and how can they be addressed?

Transparency continues to be a major challenge for ad tech. Whether that’s a lack of transparency in pricing (which can also help facilitate non-transparent pricing games with agencies) or a lack of transparency in inventory (as seen by recent issues with Forbes and Hearst), it’s clear that this is still an issue to be addressed. The work we’re doing to evolve our programmatic ecosystem and the tools we use to monitor and deliver programmatic media are designed with transparency at the forefront. That’s why we’re early adopters of more direct path buying and stringent verification partners like FouAnalytics. We aim to deliver the best inventory and the best price with the greatest transparency.

How do you see the role of data privacy evolving in ad tech, and what impact will it have on the industry?

The role of data privacy in ad tech is shifting from a compliance necessity to a competitive differentiator. Brands now view data privacy as a strategic advantage that builds trust. strengthens relationships, and drives long-term success.

Brand Data Ownership as a Strategic Asset:

By owning their data, brands gain control, flexibility, and independence, avoiding reliance on agency lock-in tactics. Agencies that prioritize transparent contracts and seamless data transfer are becoming trusted partners.

First-Party Data as the Cornerstone:

As third-party cookies decline, first-party data is essential for personalized, privacy-compliant campaigns. Agencies that help brands collect, store, and manage this data effectively stand out.

Can you share a case study or example of a groundbreaking ad tech innovation that has had a major impact on the market?

Here are two examples of innovation that we’re actively exploring and keeping our eyes on now:

• Innovation in fraud detection: With legacy verification tools missing some critical issues in the past few years, we’ve partnered with FouAnalytics to monitor the quality of our buys. Specifically in the CTV space, which has had challenges with fraud, we saw a decrease in bot traffic by nearly 60%.
• Innovation in inventory access: We have been piloting several supply path optimization solutions that provide more direct access to quality inventory. In one such test with a newly released solution, we saw more than 90% of inventory delivered with one hop, while reducing CPMs by 18%.

What are the “5 Things You Need To Create a Highly Successful Career in the Marketing and Advertising Industries?”

1. Be curious: I heard it said once that the best marketers are like toddlers — they’re always asking “why?” Media is a complex industry, and there’s a lot to learn. If you’re not curious about the industry, this probably isn’t the right career for you. I continue to learn new things daily at my job, which keeps it interesting.

2. Take chances on opportunities: Every new role I’ve taken included doing something I hadn’t done before. After being a strategic planner generalist, I moved into a role specifically focused on digital. After being in media my entire career, I worked as a general manager for a full-service agency. Whether it’s a new role or a new project, don’t be deterred if you haven’t done it before. Taking those chances is the best way to learn.

3. Be data-fluent, not just data-literate: One of my biggest regrets is not paying more attention in stats class in college. Our industry requires a strong, multifaceted understanding of data — how it’s collected, how it’s used, how to interpret results. If you want to be highly successful in marketing, this is an absolute must-have.

4. Embrace storytelling: At least 80% of what marketers do is tell a compelling story. We do this in ads, in pitch decks, even in campaign reports. Know what makes a story engaging to your audience, create a narrative they remember, and give them a “now what” to move forward. This is the companion piece to #3 — data is nothing without a story, and a story is empty without data.

5. Be kind: This is a small industry! You will come across the same folks in new jobs, as your sales reps, and even as your clients. We need each other as a community. Keep your word, show appreciation, and treat others the way they want to be treated. It’s not just good for you as a human, it’s good for your career.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

In keeping with my teacher background, ensuring access to quality education for everyone is a cause near and dear to my heart. Education makes our communities, our economy, and our democracy stronger. There are a lot of organizations out there that focus on this goal — I encourage anyone else who is passionate about this to support those groups!

This was very inspiring. Thank you so much for joining us!

About The Interviewer: Kieran Powell is the EVP of Channel V Media a New York City Public Relations agency with a global network of agency partners in over 30 countries. Kieran has advised more than 150 companies in the Technology, B2B, Retail and Financial sectors. Prior to taking over business operations at Channel V Media, Kieran held roles at Merrill Lynch, PwC and Ernst & Young. Get in touch with Kieran to discuss how marketing and public relations can be leveraged to achieve concrete business goals.