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
How a fashion creator turned audience demand into a 500+ client styling business
A creator with a fashion merchandising degree speaks on her quest to diversify revenue fast, from styling to sweat equity investment.
Forbes looks to Google AI pilot for insights as publishers seek value beyond the click
Forbes has joined Google’s paid News AI pilot that gives Google expanded rights to its content to test new ways of providing readers with context about stories before they click through.
The Verge switches up its audience team to prepare for Google Zero
The Verge has restructured its audience development team to prioritize loyal readers over traffic and page views.