Aug
23
Why The SaaS Business Model Has Been Bad for Marketing
Posted in: Uncategorized
Marketers’ trust in the ad-tech world is on the decline for lots of reasons: complexity, lack of transparency or standards. Gartner’s Hype Cycle research puts ad tech deep in the “trough of disillusionment.”
One can cast blame in many directions, but one of the biggest corrosive factors eroding trust between advertisers and ad tech is the relative newcomer to marketing — the SaaS (software as a service) ventures that dominates marketing today.
Here’s why.
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