Today it was announced that we’ve been acquired by Rubicon Project, and we’re incredibly excited to be a part of their team. By joining Rubicon Project, we’ll be a part of the first and only full-stack direct order solution for display, mobile and video advertising.

The future of media buying will be here sooner than ever.


Why We’re Joining Rubicon Project

Our mission statement to automate guaranteed advertising falls neatly within theirs: to automate the buying and selling of all advertising. Rubicon Project believes the industry is headed in the same direction as we do, and they want to build the same great products we do. Joining Rubicon Project increases our resources, letting us build those products faster and serve our clients even more effectively.

For a long time, both buyers and sellers having been looking for a consolidated advertising stack — one place where they can manage the many different types of transactions they execute in a given day. As noted above, this acquisition marks the creation of the first truly consolidated ‘full-stack’ solution. Buyers will soon be able to transact everything from granular, highly targeted auction buys to guaranteed, high-impact units, all in one place.

We’re thrilled to be a part of that.

What’s Next for iSocket

I was lucky to join iSocket’s incredible team last October, and I believe we have one of the best teams in the business. Rubicon Project is another incredible company that shares our values, our culture, and commitment to building great products. I know this is a place where the iSocket team and the iSocket vision can thrive.

To learn more about our direct order automation solutions for guaranteed and non-guaranteed campaigns, click here. To read the full press release, click here.

Richard Jalichandra
CEO, iSocket




Strategic Partnership Adds Efficiency and Effectiveness to Media Buying Process

November 4, 2014 (CHICAGO) – Advertising agencies will soon be able to purchase premium, guaranteed inventory programmatically through a new partnership between leading media buying and selling software provider, STRATA, and the automated guaranteed platform, iSocket. The partnership will allow STRATA’s 1000+ media buying agencies to purchase premium direct inventory through iSocket efficiently and allow for a faster and more accurate ordering process from beginning to end, starting with the Request for Proposal (RFP).

The partnership will provide a unique electronic gateway between STRATA’s 1,000 plus agency buyers and iSocket’s premium publisher catalog, speeding up transactions of guaranteed media while decreasing costs and streamlining processes. STRATA has over $50 billion worth of electronic transactions flowing through its systems annually, while iSocket works with top premium web properties including Condé Nast, Forbes, and Reuters. iSocket’s sales automation and programmatic direct tools eliminate many of the errors and overhead costs that are common to the manual media sales process.

“This partnership allows agencies to have direct access to premium inventory from leading publishers, which adds convenience and accuracy,” said Joy Baer, STRATA President. “From RFP through invoicing, the digital buying process has been streamlined programmatically to help agencies eliminate unnecessary overhead. iSocket’s focus aligns with our goal to make media buying even more efficient for our agencies.”

“I’m very excited to be working with STRATA. They’re one of the most trusted names in media buying and selling and work with an impressive roster of independent agencies,” said Richard Jalichandra, CEO, iSocket. “One of iSocket’s core philosophies is a commitment to openness. We believe that to serve our clients to the best of our ability, we need to work seamlessly with the tools they already rely on. STRATA is one of those – their tools are a key component of so many media companies’ workflows. We know this partnership will help our clients get more out of our software and make both of our platforms stronger.”


STRATA is the only system provider that connects both media buyers and sellers. The custom solutions supplied by STRATA empower clients to sell and efficiently purchase all media types including cable, broadcast, newspaper, radio, outdoor and digital advertising mediums. On average, over $50 Billion in advertising dollars flow through STRATA systems per year. As the system of choice for over 1,000 agencies nationally, STRATA provides media technology that enables organizations to lead rather than react to industry developments. By transforming the way advertisements are placed and tracked, STRATA adds a new level of transparency to campaigns that is necessary in the ever-evolving media world. To learn more, visit
About iSocket

iSocket 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.


Programmatic direct is rapidly growing segment of advertising, and according to a new eMarketer report, is poised to grow even more dramatically over the next two years:

eMarketerProgrammatic ads are purchased via two main methods: real-time bidding (RTB) and programmatic direct. Growth is currently driven by RTB—the auction-based approach to programmatic advertising in which digital display ads are transacted in real time, at the impression level.

However, eMarketer sees significant growth coming from programmatic direct, which will reach $8.57 billion in spending by 2016 to represent 42.0% of programmatic ad expenditure in the US.

We’ve known the market for programmatic direct is still relatively young, but this new report gives us a timeline for this new market’s maturation. The market has been slow to shift  because programmatic direct, specifically when it comes to reserved media, touches publishers’ primary source of revenue. With so much at stake, it’s not surprising that the top publishers have taken time to do their due diligence. Buyers, too, have long-standing buying systems in place, which need to be re-organized to allow them to take advantage of new programmatic guaranteed channels. Multi-billion dollar markets don’t move overnight.

That said, programmatic direct is here to stay. Why? Well, according to eMarketer programmatic direct channels offer the control buyers and sellers needed in order to fully embrace automation.

With respect to high-quality inventory, eMarketer analyst Lauren Fisher says, “[t]hose who do decide to turn to programmatic, however, are likely to do so via programmatic direct, where they can still secure inventory guarantees.” That’s not specific to publishers, either. As Fisher told MediaPost, ““[e]nthusiasm for more controlled, private programmatic setups like…programmatic direct echoed across all company types — publishers, agencies, brands, etc.”

The pipes are relatively new, but now that the groundwork has been laid, we can expect to see major growth beginning in 2015.


iSocket Launches Automated Guaranteed Buying with Wenner Media

by Caroline Watts

New York, September 24, 2014. iSocket, the leader in programmatic direct and reserved media sales today announced a partnership with Wenner Media, LLC, publisher of Rolling Stone, Us Weekly and Men’s Journal. iSocket’s publisher-facing tool, iSocket for Publishers (iFP), allows media sellers to streamline their reserved sales process by automating the 40-odd steps that go […]

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Join iSocket for NewCo SF

by Caroline Watts

On Friday September 12th, iSocket will be opening its doors for the third annual NewCo (previously called OpenCo.) We’re inviting NewCo attendees into our SOMA offices to share our story (Attendance is free, but you have to sign up here to secure your spot, and register to visit iSocket here). Here’s some background on NewCo: The concept is simple but […]

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The Future of Programmatic Media

by Caroline Watts

According to a recent survey from AOL Platforms, a whopping 87% of brand and agency respondents plan to increase programmatic spending by at least 50% over the next six months. The unsurprisingly bullish survey included executives at 25 advertisers, 96 agencies and 56 publishers, and centered on programmatic buying of display, mobile and video. It […]

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Karl Bunch Joins iSocket as CTO  

by Caroline Watts

San Francisco (July 1, 2014)  iSocket, the leader in automation for guaranteed media buying and selling, today announced that former AppNexus executive Karl Bunch has joined the company as CTO. He will be responsible for overseeing the company’s product vision. Mr. Bunch comes to iSocket from AppNexus (New York) where he served as VP of […]

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Why Publishers and Media Buyers Are Excited About Automated Guaranteed

by Caroline Watts

eMarketer recently released a new report on the state of automation in guaranteed, direct media-buying: “Programmatic Guaranteed: Meaningful Momentum, Despite Murky Industry Definitions.” Here’s a snippet from the report: Known as “programmatic guaranteed” or “programmatic reserved” for the ability to secure upfront commitments to both price and amount of inventory, this branch of programmatic direct […]

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iSocket at Digiday

by Caroline Watts

iSocket recently joined Digiday at both the Brand Summit in April and the Programmatic Summit in June. Here’s our CEO, Richard Jalichandra, talking with Digiday editor Brian Morrissey about the future of automated guaranteed: Digiday Dialog with iSocket from Digiday on Vimeo. And here’s our VP of Product, Casey Saran, at the Programmatic Summit in […]

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iSocket Announces New Partnerships with Kantar Media and MediaMath

by Caroline Watts

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. […]

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