Join us Sept. 14-16 in Miami to connect with top publishing leaders
iSocket is one ad tech startup banking on simplicity. Its BuyAds platform wants to marry advertisers directly with publisher inventory. It is currently used by more than 600 websites and claims a growth rate of 10 percent per month.
The devil is in the details, of course, and the company may face challenges in the future from a market crowded with rapidly cloning real-time bidding products. That doesn’t mean that they will be able to get their hands on premium inventory, but it doesn’t take a genius to imagine that premium private exchanges and publishers can make multiple deals with RTB solutions that appeal, for whatever reason, to blue-chip buyers.
More in Media
What’s in and out for creators heading into Q4
A look at the creator economy trends heading in to Q4 2026, from clipping to creators in the C-suite, diversification and regulation.
Google divestiture is dead — and publishers are fine with that
Publishers didn’t get a Google AdX breakup; they got behavioral remedies, promised transparency and a new reminder that Google’s real power lies in controlling demand, not pipes.
Marketers say usage rights are driving up the price to work with creators
Creator pricing’s biggest hurdle are usage rights, which can create confusion and frustration on every side of the negotiation table.