Why Have Buying Platforms Struggled With SaaS?


Krux CMO Jon Suarez-Davis is quoted in AdExchanger discussing SaaS pricing. Here's an excerpt.

It’s not that marketers are happy bundling tech fees into the IO, said Jon Suarez-Davis, chief marketing and strategy officer for the DMP Krux. “Marketers want absolute transparency across the value chain,” he said. He was speaking from his experience managing digital media for the Kellogg Company from 2009 to mid-2015.

Suarez-Davis added, “They would like to have the technology and other non-working costs (that aren’t related to impression delivery) separated. The tension is that marketers are not built to do that. They’re built to invest money on a campaign-by-campaign basis. That’s what is at odds with the SaaS model.”

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