RE:RE:RE:RE:RE:RE:Historical volatility Do you work in the ad space, sir/madam?
Illumin requires white glove service. In order for brands to take it on in house it needs to be true self serve which AT has never really had (yes, they sold some self serve but it never really was, system too complicated). No tier 1 is going to kick out TTD or another competitor for a still half baked product, IMHO.
Don't get me wrong, I wish them luck and have no ill feelings toward them. My own opersonal opinion is that they are poorly run but that's neither here nor there. People should just be aware of what they are investing in.
I think I will stop posting now as my only intention was to inform.
Good luck to you all.
Capharnaum wrote: truthis0utther3 wrote: I'm not sure if anyone here atually knows anything substantial about the ad tech space.
First, the biggest fish is TTD and they have it all. Why people here think that AT has something that TTD doesn't is beyond me. AT has illumin and TTD has Solimar plus enterprise integration andmich more that AT does not have.
Second, the big fish, TTD, mostly sells through a very small number of ad agencies who have exactly ZERO incentive to switch elsewhere. This is most of the Tier 1 market.
Third, there are some Tier 1s that will have their own internal desk but it is also really hard to get them to switch because unless AT/illumin can show substantially better results the cost of switching is high. New relationship, new system/training, internal friction, and risk of the unknown make it an uphill battle if the incumbent is decent. Displacement is really hard.
Fourth, that leaves the Tier 2 and below market which is wide open. Here there is lots of competition from public and private ad tech firms which are plentiful. Cost of customer acquisition is higher here because you are fighting for a much smaller revenue base.
So what was AT selling investors / hoping for? That they can somehow convince an agency to switch from TTD (good luck) and/or that the industry will shift from an agency model to in-house and they can pick some up along the way.
That is a very tough and long road and you can bet competition will be very tough. Hence, AT iis left fighting for the smaller potatoes in the mid-tier and below market.
I don't really understand why you are saying all this. From my understanding of the products and the demonstrations of it, AT adds value by making "traditional" tools smarter.
Also, I looked at Solimar, and what they offer doesn't seem to be the same as Illumin (or AT).
The information that can be provided from AT's tools seem to be better, more in depth and generate better returns than other comparable software.