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  • October 2016 (Revised April 2018)
  • Case
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DataXu: Selling Ad Tech

By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
  • Format:Print
  • | Language:English
  • | Pages:26
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Abstract

DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a more predictable revenue stream. But sales were behind forecast. DataXu’s large brand and advertising agency clients found the new products interesting, but evidence suggested that their buying processes might be incompatible with the recurring sales model DataXu wanted to implement. Will DataXu need to change its sales organization, pricing approach, or hiring criteria to sell the new products?

Keywords

Sales Management; Pricing; Programmatic Ad Buying; "Marketing Analytics"; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Technology Industry; Advertising Industry; Boston; Massachusetts

Citation

Cespedes, Frank V., John Deighton, Lisa Cox, and Olivia Hull. "DataXu: Selling Ad Tech." Harvard Business School Case 817-012, October 2016. (Revised April 2018.)
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About The Authors

Frank V. Cespedes

Entrepreneurial Management
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John A. Deighton

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Related Work

    • October 2016 (Revised April 2018)
    • Faculty Research

    DataXu: Selling Ad Tech

    By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
Related Work
  • DataXu: Selling Ad Tech By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
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