>"APIs also permit customers to use a lot more of your product. If they have to click, click, click to use your product, they're going to use it only a little. If an API exists, they can automate their use of your product, which would let them use it a lot more. They could automate provisioning for their entire company. They could build entire new applications based on your API. Just think how much more of your product they would be able to consume with an API."

This so much. One of our main adtech vendor is lagging behind on the API front. We've been chasing them for a while on when they'll be up to date so that we can build on top and they get back to us on how their other customers don't really want an API.

Of course, no one (beyond us tech crowd) goes to bed thinking oh I need an API to interface with my DSP. But I'm sure they'd be delighted about what the API can enable them to do.

Here's an advice if you are building / improving a pretty consequent SAAS product : Your UX sucks. Not that it is awful but it is likely not optimised for what your customers are doing, simply because you keep adding features and now it's bloated.

And I don't mean that it is an awful thing, it is the nature of such product to keep growing, because marketing, justifying salaries and obviously adding value.

Chances are, 80% of your customers are only using a good 20% of the features you offered and they'd rather have something that is tailored for efficiency to address their main pain point. So either you step up your game to offer that flexibility or you get your API game up to speed. Your competition might beat you to it and I know which product I'll choose.