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Rubicon Project boosts direct order infrastructure with iSocket and Shiny Ads purchase

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By John McCarthy, Opinion Editor

November 17, 2014 | 2 min read

Rubicon Project has strengthened its direct order automation technology with the acquisition of iSocket and Shiny Ads.

Rubicon Project sees multi-million dollar expansion

The real-time ad trading platform purchased the two firms on Monday to boost its buying and selling of guaranteed deals, the mechanism which allows advertisers to sell ad space with the understanding it will muster a pre-agreed number of impressions or audience size.

These acquisitions will further extend the company's creation of integrated solutions for automating, streamlining and managing direct buying and non-guaranteed advertising.

Frank Addante, chief executive, founder and chief product architect at Rubicon Project, said: “Automating guaranteed direct orders facilitates the buying and selling of the most premium, higher priced inventory directly between buyers and sellers, similar to how TV advertising is bought and sold today."

Richard Jalichandra, chief executive of iSocket, added: “The combination of Rubicon Project’s scale and iSocket’s innovative technology forms the first and only company in the market today to offer buyers the benefits of a fully integrated automated platform for guaranteed and non-guaranteed direct orders and represents a significant leap forward for the future of advertising automation.”

Rubicon Project paid under $30m for the firms, most of which was done so in stock.

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Rubicon Project is an online advertising technology firm based in Los Angeles, California.

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