AdExchanger's Ryan Joe asks the question that might be on everyone's mind: Why are so many ad buying platforms struggling to implement SaaS? Joe notes that there remain many supporters: "One
is Bryan Simkins, former SVP of the technology and activation group at Starcom USA, where he helped implement the Turn-Starcom-Kraft deal, and current founding member at consultancy Transparent Media
Partners. We’re evolving from a place where we have buyers and sellers to a place where there are a lot of systems and platforms and technologies being used for media,” said Simkins.
“Advertisers need to think about separating out costs and not just letting media budgets drive technology decisions.” Further, when brands spend programmatically, they do it because of the
performance metrics around it like cost per click. However because brands aren’t often the ones buying directly from the ad exchange, they don’t know the real cost of media, and Joe notes
that Simkins says he's noticed agencies and/or tech platforms “take advantage of the model through inventory arbitrage and margin.”
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