If you’ve ever interacted with us on Twitter, you’ve probably seen photos of our API > .XLS t-shirts out in the wild. If you attended our June 5th Tech for Direct event (where we gave these out), you probably sent us one of those photos.
Here’s John Ramey, isocket founder and CEO, showing the API t-shirt off.
We think it’s a clever slogan (and we hope you do too), but you may be wondering what’s behind it.
Historically, buying online ads directly has been a long, slow, labor-intensive process, with deals often requiring as many as 45 steps to complete. That’s because for a long time, excel was the most advanced tool publishers and media buyers had to work with.
Even as RTB and other remnant solutions advanced rapidly, the technology assisting direct sales remained woefully underdeveloped. And then we had programmatic direct.
Programmatic direct refers to technology that helps facilitate direct ad sales. We’re not talking RTB, we’re talking tools that help make the direct sales process go faster. It’s more like a high-tech fax machine than an ad network.
Instead of manually running the process from media planning stages to execution to optimization by hand, programmatic direct tools automate some of the automate-able tasks like building and responding to IOs or trafficking ads. isocket is one of those tools and we rely on APIs for the core of our offering.
APIs and isocket
isocket is more than programmatic direct pipes, but the core of our service is our API. It’s what lets us talk to both publisher ad servers and buyer interfaces. (Buyer interfaces include media planning tools that integrate with us, and our own product, BuyAds Pro, which is built on top of our API.)
APIs are the pipes that connect buyer and seller in a programmatic direct marketplace like ours. Without the APIs, you’re stuck doing all the work by hand, for example, sending excel files back and forth via email. Our API lets you automate the back and forth, transferring the same information with the click of a button.
APIs Help Buyers, Too
The direct sales process is hard for publishers, but it’s just as frustrating for advertisers. Many advertisers would like to buy direct from publishers, but stick with buying through ad networks and exchanges because of how long it takes to buy ads directly.
By using APIs for direct sales, advertisers are able to find and buy direct, guaranteed inventory quickly and with minimal legwork.
Even the most popular and sophisticated media-planning tools don’t have a way for advertisers to find and buy guaranteed inventory without several manual steps. With the help of APIs like isocket’s, media-planning systems become media-buying systems.
So What Do You Guys Have Against Excel?
Well, nothing. Excel is useful for a lot of tasks, but it can’t do what APIs can.