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Two new ways to buy premium, reserved inventory using iSocket’s automated guaranteed technology stack

April 16, 2014. San Francisco, CA. iSocket, the leading provider of automated guaranteed advertising, today announced two new channel partners: Kantar Media and MediaMath. Both integrations will introduce a new way for buyers to discover reserved inventory from iSocket’s publisher partners.

Top tier publishers including Conde Nast, Forbes and Microsoft use iSocket for Publishers (iFP) to automate their guaranteed digital media sales. Publisher sales teams can use iFP’s automation tools to create and package orders, respond to RFPs and monitor campaigns, while agency and brand advertisers can buy media through iSocket for Advertisers (iFA), iSocket’s media-buying tool, and through iSocket’s channel partners, which now include MediaMath and Kantar Media.

About 15,000 planners and buyers from more than 1,000 U.S. agencies currently subscribe to Kantar Media’s SRDS.com planning platform. The new partnership with iSocket simplifies the buying process for these agencies, many of which are looking for ways to automate their media buys. SRDS.com will house information about what inventory is available for sale through iSocket, among other partners.

“Currently, thousands of brand planners from all the major U.S. agency holding companies use SRDS.com for their multimedia planning research,” says Dina Srinivasan, Managing Director of Emerging Media, Kantar Media SRDS. “Through this initiative and for the first time, we are giving this buy-side of the market the ability to find, select and then click-to-purchase premium guaranteed publisher inventory from partners like iSocket in our centralized planning platform.”

MediaMath is a leading technology platform that enables advertisers and their agencies to make more efficient, effective and profitable marketing decisions. Hundreds of brands and agencies use MediaMath’s TerminalOne Marketing Operating System to execute digital media strategies, data management, and analytics to drive results in branding and direct response goals. iSocket’s new partnership with MediaMath will allow MediaMath’s TerminalOne customers to buy premium inventory directly from iSocket publishers without ever leaving the TerminalOne interface.

“MediaMath is focused on providing more effective technology for our customers, and the introduction of Automated Guaranteed is part of this continuing effort,” said Greg Williams, Co-Founder and SVP of OPEN Partnerships for MediaMath. “This partnership brings the benefits of programmatic buying to a new sector of digital marketing professionals who expect direct access to premium inventory.”

“These two partnerships adds tremendous value for iSocket’s publisher partners by getting them in front of additional premium buyers who are already working with Kantar Media and MediaMath,” said Richard Jalichandra, CEO, iSocket. “We’re thrilled to be announcing these two new channels for discovery.”

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Removes Time, Cost and Pain for Buyers and Sellers of Guaranteed Inventory

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San Francisco (March 3, 2014) iSocket, the leader in programmatic direct and sales automation, today announced that it has launched iFA (iSocket For Advertisers), an automated way to buy premium, guaranteed inventory that saves both buyers and sellers time and expense while dramatically reducing the chance of errors.

“iFA is a powerful, but easy-to-use media-buying tool for premium, fixed price reserved inventory. iFA is unique in that it gives buyers programmatic access to the same well-defined, high-impact ad units available only through direct sales such as homepage, above-the-fold, section-specific, and rising stars,” says Richard Jalichandra, CEO, iSocket. “In short, iFA preserves the inventory and placement quality that buyers are accustomed to with direct sales, while making it easier and more efficient to buy premium, guaranteed inventory.”

In 2013 alone, $14 billion was spent on directly sold digital media, and almost all of it was executed manually through spreadsheet proposals, paper contracts, IOs, emails, and faxes. When executed manually, the average direct sale can take as many as 50 steps to complete, and can require as many as a dozen people. iSocket’s technology automates many of those steps, dramatically increasing the productivity of buyers, sellers and operations personnel, while reducing delays, discrepancies, and the potential for human error.

Buyers such as agencies, media planning platforms, and direct advertisers can browse iFA’s publisher catalog and buy well-defined, reserved inventory directly from any of iSocket’s publishers, which include Microsoft, Condé Nast, Reuters, and Forbes, all in a simple interface that can be seamlessly integrated with other enterprise systems.

“iFA is a perfect complement to our iFP sales automation suite for publishers,” says Mr. Jalichandra. “Direct media buys are faster and easier to execute when buyers have access to all our high-quality publishers in one place. Publishers set up their best inventory in iSocket, because there’s no opportunity cost for working with us. We plug directly into publishers’ primary ad servers, unlike SSPs, which is how we can access reserved inventory. Automation means publishers can set lower minimum buying thresholds or execute even the largest orders with little effort.”

iSocket recently announced $5 million in new funding led by Time Warner Investments, with participation by Condé Nast.

iSocket (www.iSocket.com) is a technology platform purpose-built to simplify the buying and selling of fixed price, premium, reserved inventory. iSocket For Publishers (iFP) sales automation and programmatic direct tools allow top publisher sales teams to focus on relationships and strategy, while iSocket For Advertisers (iFA) makes it easier for agencies, brands, and buying and planning platforms to execute orders of well-defined, guaranteed inventory directly with top publishers. Through automation, iSocket is able to eliminate many of the errors and overhead costs that plague the manual media sales process.

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iSocket Also Launches iSocket For Advertisers Media Buying Tool for Fixed Price, Reserved Inventory; and Hires Microsoft Ad Platform Executive Kevin McCabe

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iSocket, the leader in programmatic direct and sales automation, today announced $5 million in new funding led by Time Warner Investments, with participation by Conde Nast; R&R Venture Partners, a new fund created by Dick Parsons, former chairman and CEO of Time Warner and Ronald Lauder; and prominent media investor, Vivi Nevo.

“Today, the majority of display, mobile and video advertising spend goes to premium inventory that is sold directly, at guaranteed fixed prices,” says Rachel Lam, SVP and Group Managing Director, Time Warner Investments. “As one of the first innovators in this premium, direct-sold segment, iSocket is uniquely positioned to help advertisers and publishers automate this process. We are thrilled to be working with this talented team, and expect this investment to give us valuable insight into the fast-moving programmatic direct market.”

In 2013 alone, $14 billion was spent on directly sold digital media, and almost all of it was executed manually through spreadsheet proposals, paper contracts, IOs, emails, and faxes. When executed manually, the average direct sale can take as many as 50 steps to complete, and can require the touch and facilitation of as many as a dozen people. iSocket’s technology automates many of those steps,
dramatically increasing the productivity of buyers, sellers and operations personnel, while reducing delays, discrepancies, and the potential for human error.

“A new era in media sales is beginning, and automation will be playing a huge role,” says Richard Jalichandra, CEO, iSocket. “We’re very pleased to have Time Warner and Conde Nast two of the biggest names in publishing endorsing our model for advertising sales automation.”

“Conde Nast is pleased to support a platform that helps our premium advertising partners seamlessly enter the world of programmatic buying,” says Alanna Gombert, General Manager of Conde Nast’s programmatic buying group CatalystDesk.

iSocket has just launched a new way to buy premium, fixed price reserved inventory: a powerful, but easy-to-use media-buying tool built called iFA — iSocket For Advertisers. Agencies, media planning platforms, and direct advertisers can browse iSocket’s publisher catalog and buy well-defined, reserved inventory directly from iFP publishers like Microsoft, Reuters, and Forbes, all in a simple interface that can be seamlessly integrated with other enterprise systems.

Mr. Jalichandra says that the new funds will be used primarily for polishing iFA and iFP and expanding capabilities to work with more partners on buy, channel, and supply side.

Finally, iSocket is announcing that former Microsoft executive Kevin McCabe has joined the company as VP of Business Development and will focus extensively on channel partnerships in the coming months. Prior to joining iSocket, Mr. McCabe directed product management and demand-side enablement for the Microsoft Advertising Exchange and Microsoft’s Programmatic Direct channel.

 

iSocket (www.iSocket.com) is a technology platform purpose-built to simplify the buying and selling of fixed price, premium, reserved inventory. iSocket For Publishers (iFP) sales automation and programmatic direct tools allow top publisher sales teams to focus on relationships and strategy, while iSocket For Advertisers (iFA) makes it easier for agencies, brands, and buying and planning platforms to execute orders of well-defined, guaranteed inventory directly with top publishers. Through automation, iSocket is able to eliminate many of the errors and overhead costs that plague the manual media sales process.

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Programmatic Advertising in 2014

by Caroline Watts

In the ad tech trades, the dust has largely settled on the 2013 recaps and the 2014 predictions. Unsurprisingly, trends in programmatic advertising have been a key element of both last year’s overviews and this year’s forecasts. Looking back at 2013, programmatic deserves the attention it received, as it did make huge inroads. Programmatic buying […]

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The Growing Threat of Botnet Fraud and Why Premium Publishers Should Take Notice

by Caroline Watts

Botnet fraud has become the topic of the hour in the digital media world. Beginning in March, coverage of exploded in Digiday, AdExchanger, AdWeek (and even here on our own blog), and additional insights and revelations continue to pour in. Much of the discourse has (unsurprisingly) come from the advertiser perspective, with the notable exception […]

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Is the End of Third-Party Cookies Closer Than We Thought?

by Caroline Watts

Depending on who you ask, we’ve either reached the end of the era of the cookie, or the cookie is as integral to advertising as ever. There’s conflicting evidence for both sides: cookies are becoming less reliable. At the same time, cookies are still driving the RTB ecosystem, and impressions with matched cookies carry an […]

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Are Brand Budgets Going to Private Exchanges?

by Caroline Watts

RTB has dramatically changed the way many of us think about buying and selling ads. But the majority of display ads are still bought and sold directly, both because open exchanges don’t have the features premium publishers need for a primary revenue source and because meaningful limitations still exist the buy-side. Private exchanges emerged as […]

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The End of Transactional RFPs

by Caroline Watts

 For many premium publishers, transactional RFPs (most direct ad sales outside of native or custom integrations) constitute the lion’s share of ad revenue. By some estimates, close to 70% of all display spending, or roughly $11 billion, is in this segment. But even though this segment makes up such a large percentage of spend, it’s […]

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Premium Publishers & Sales Automation

by Caroline Watts

Recently, Interpublic Group announced its intention to automate 50% of its media buying by 2016 – and they weren’t just talking about digital. The holding company’s much loftier goal is referring to all media, including TV and outdoor. The time when all media buys involve automation is probably not as close as Interpublic would like it […]

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Introducing Our New CEO, Richard Jalichandra

by John Ramey

Today I’m happy to announce two major developments for isocket: first, I’m stepping away from the day-to-day CEO job and focusing on the Founder/Chairman role; second, the Board and I have hired Richard Jalichandra to become our new CEO in our next phase of growth. (Read the release.) Why the change? I’ve been working full […]

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