The coronavirus pandemic has highlighted the volatility of the typical revenue model in ad tech, whereby companies are largely reliant on taking a percentage of media spend and are accelerating the push for more stable modes of income.

Terry Kawaja, CEO of LUMA Partners, explains that it’s up to a brand or agency’s procurement team to buy a SaaS offering, and that can be difficult when budgets are planned against a percentage of media, not around technology solutions. Oftentimes, such teams calculate the associated costs as a percentage of media.

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