It's not subscription software, they don't pay a...

It's not subscription software, they don't pay a subscription fee, they pay a % of ad spend. Read some of the above comments, I covered the pros and cons of this model above. We are being generous sharing our research, the least you can do is read it before commenting.

I think a focus on larger companies would be very favourable for Adveritas if they can land them. Mat said they do not have an issue with retention, but also that they are focusing on adding value through tools for analysing the efficiency and execution of advertising campaigns and that the more time clients are spending in TrafficGuard using these tools, the more value they will get and the higher retention rates will be. This strikes me as something that would be valuable to mostly larger marketing teams as opposed to a business that doesnt necessarily have a marketing team or they have just 1 or 2 people who focus on marketing. Also a business big enough to analyse their return on marketing and base business decisions off indicators such as ARPU, customer retention, CAC, etc are going to see the value TrafficGuard delivers much clearer and are more likely to stick around.

They're also obviously much more valuable customers and will allow Adveritas to scale more efficiently. All that said, some transparency around customer retention, revenue per customer, customer numbers and their strategy involving these factors would be appreciated.