Advertising automation giant Rubicon has picked up the Toronto start-up, Shiny Ads, along with San Francisco-based iSocket, for the combined tune of just under $30 Million USD.
The Wall Street Journal reports:
Rubicon Project has built its business offering complicated online ad systems that offer marketers and publishers the ability to buy and sell advertising in real-time auctions. This is often referred to as real-time bidding or “RTB.”
Technology provided by iSocket and Shiny Ads helps power a different type of sale, however, often referred to as “automated guaranteed” or “programmatic guaranteed.” Their technologies enable marketers to buy ad space from publishers on an upfront basis, without the hassle of picking up the phone or emailing their order to the ad seller.
Shiny Ads'
website describes the company a provider of "end-to-end
programmatic direct advertising platform for digital publishers to sell more premium inventory for increased revenues and profits. By automating the process for advertisers of all sizes, Shiny Ads allows the direct sales team to focus on more complex ad buys and close more deals."
Read the full story
here.
Source:
The Wall Street Journal