“The priority is maintaining the client relationships, not minimizing time with your clients’ business, because that’s how agencies get paid,” Eifler said, himself an agency vet.
AppNexus isn’t the first to face difficulties selling tech to agencies, or to try to switch business models in an attempt to pick up sales. To name one public example, albeit on a much larger scale: Turn tried and failed to switch to a SaaS model for its DSP earlier this year.
“I just think agencies are relatively slow to change processes, and not really native buyers of tech,” Atherton offered.
That said, Twixt, which had two years of engineering work put into it, wasn’t a complete loss. The buy-side portion of the automated guaranteed functionality is being welded to the Yieldex Direct product.
Agencies were mostly using the product in a test fashion, the company said, and are unlikely to be affected by the product’s sunset. And they can now use the automated guaranteed functionalities via Yieldex Direct.
As for Atherton, he’s been spending his time building a tree house for his kids. But now that he’s hammered the last nail, he’s shifting focus and looking for his next gig.
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