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isocket buyadsWhen ad startup Isocket launched two years ago, it brought a more efficient self-service model to premium online ads. Now it’s expanding that model with a new ad marketplace called Buyads.com.

As described by founder and chief executive John Ramey via email, Isocket allows publishers to have the same control over advertising that they do in the direct ad sales process, while letting Isocket’s technology “handle all the crappy parts like invoices, payments, serving, metrics, etc.” So an ad sale that would normally “take each side two weeks of hand-to-hand combat now takes two minutes.”

The company says it’s already serving a big audience, with inventory now reaching 1 billion pageviews and 150 million visitors per month, and with publishers including the Drudge Report, the Cheezburger Network, and TechCrunch.

Now, rather than buying ads from individual publishers, advertisers can buy in bulk from the Buyads marketplace. Advertisers browse Isocket sites by category, view what inventory is available on a specific site for a particular price point, and then add it to a shopping cart as part of a larger purchase. Here’s how Ramey said Buyads compares to existing ad marketplaces:

Most marketplaces (like AdBrite) are filled with low quality remnant inventory. BuyAds is hand curated premium inventory. You pick exactly the site you want, and we handle the rest. We have inventory available for purchase that no one else does. We also provide info on relevant websites that aren’t even on our system to help advertisers out as much as we can.

Isocket also just announced that it now integrates with the ad server run offered by the Google-owned DoubleClick. That means a publisher using the DoubleClick ad server can start selling self-service ads through Isocket. The Burlingame, Calif. company has raised $2 million in funding from Draper Fisher Jurvetson, Blumberg Capital, SoftTech VC, and Founders Fund. http://embed.wistia.com/flash/embed_player_v1.1.swf


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