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Strategy · Growth · Partnerships

Strategy only matters when the market can buy it.

Goode Media Consulting helps adtech and media businesses turn market shifts into choices they can price, sell and execute.

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20+years across media, technology and data
$650m+annual media investment led
200+people led across global teams
360°agency, platform, founder and operator perspective

What I offer

Senior strategy without the theatre.

Clear choices, practical economics and enough operating detail to make the work real.

01

Fractional strategy leadership

Fractional Chief Strategy Officer and senior advisory support for businesses at an inflection point. Set the agenda, make the trade-offs and build the operating cadence that turns intent into delivery.

  • Corporate strategy
  • Growth portfolio
  • Executive decision support
  • Operating cadence
02

Go-to-market and commercial strategy

Build a route to market around a recognised customer problem. Define the target customer, proposition, packaging, pricing and launch sequence, then equip the team to sell it.

  • Market entry
  • ICP and segmentation
  • Positioning and pricing
  • Sales enablement
03

Strategic partnerships

Design partnerships that create value beyond a press release. Identify the right counterparties, shape the value exchange and lead executive engagement through negotiation and launch.

  • Partner strategy
  • Commercial architecture
  • Executive engagement
  • Negotiation and governance
04

Commercial operating models

Connect strategy to the machinery of growth. Improve planning, forecasting, revenue operations, incentives and cross-functional workflows so the business can execute what it has chosen.

  • Revenue operations
  • Forecasting and planning
  • Organisation design
  • Workflow redesign

A point of view

The product is rarely the whole problem.

In adtech, adoption is shaped by workflow, service, billing, incentives, procurement and trust. Ignore those and a technically strong product can still fail.

01

Product performance is not the same as customer adoption.

02

A partnership is only strategic when the economics work for both sides.

03

Market change matters when it forces a different decision.

Selected case work

The work, without the client names.

01AI optimisation company

Turn a strong product into an agency adoption system.

Challenge
Technical performance was credible. Adoption was slowed by onboarding effort, fragmented decision rights, limited education and billing friction inside agency workflows.
Work
Agency research, stakeholder and workflow mapping, service design, education programme, commercial models and a live holding-company integration proposition.
Result
Reframed the go-to-market plan around the work required to adopt, not simply the product being sold.
02Independent ad marketplace

Put commercial discipline around an AI investment thesis.

Challenge
The opportunity was broad: real-time decisioning, custom algorithms, dynamic pricing, demand routing and impression valuation. The priority and partner path were not yet clear.
Work
Use-case definition, market and partner assessment, operating requirements and sequencing across product, technology and commercial teams.
Result
Created a decision frame for where AI could produce differentiated customer value before committing investment.
03Global media agency

Rebuild supply strategy around transparency and leverage.

Challenge
A fragmented supply portfolio created excess cost, inconsistent standards and weak commercial control across a substantial programme of media investment.
Work
Partner review, direct-supply standards, fee transparency, commercial negotiation and a repeatable governance model.
Result
Reduced supply partners by approximately 80%, cut associated fees by approximately 20% and created roughly $5m in annual agency revenue.

Planning tools

Make the evidence easier to interrogate.

Working tools that turn fragmented market and audience information into clearer planning decisions.

Prototype · Interactive01

Audience Workbench

Interpret an audience brief, compare provider segments and prepare a governed route into programmatic deals.

  • Display
  • Online video
  • Connected television
Open the workbench
Public evidence · Interactive02

Open Ad Index

Compare leading public adtech companies across reported revenue, net revenue, margins and scenarios.

  • Five companies
  • Comparable economics
  • Scenario paths
Explore the index

Andy Goode

Available for select advisory and fractional mandates

Andy Goode

An operator's view of strategy.

Andy has spent more than 20 years building, scaling and transforming media and advertising technology businesses.

His career spans agency investment leadership, adtech entrepreneurship, verification, consulting and supply-side platform strategy. He has owned P&Ls, built international teams, negotiated major technology partnerships and led strategy inside complex global organisations.

Advice is grounded in how customers buy, how teams operate and where the economics break. The aim is to provide clear, transparent and practical advice on paths to success.

Full experience on LinkedIn

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