Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
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
The Hill adds interactive election tools to subscription offering ahead of the midterms
The Hill is betting on interactive subscriber-only features to help grow its new subscription business ahead of the 2026 midterms.
The Daily Mail tests GEO with brands ahead of AI visibility product
The Daily Mail is running around a dozen GEO tests to work out what works before turning its AI visibility offering into an official product early next year.
Meta delays rollout of updated commercial terms amid publishers’ collective pushback
Meta’s updated commercial terms have galvanized publishers into a coordinated pushback over the company’s use of their content.