AdExchanger's Sarah Sluis rewinds to explore why AppNexus ditched Twixt -- a workflow automation tool with automated-guaranteed functions -- in December. The two-year-old product was a hard
sell to agencies. “The level of investment that would have been required to drive penetration, particularly on the buy side, would have been extravagantly expensive,” Andy Atherton, head
of the team that developed Twixt, told
AdExchanger. AppNexus tried to deploy the product via a freemium approach, Atherton said, thinking that media planners would start using the free
enterprise software and then eventually upgrade to the paid version -- which didn't happen.
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