• by Felicia Greiff , February 29, 2016

Ad-tech developer Sonobi announced on Monday that its Jetstream platform (and its new "server-to-server" buying capability) will be integrated into Annalect Group's ad-tech stack.

Jetstream, a platform that offers buyers and sellers end-to-end media planning and procurement tools, has a new feature: the ability to manage the impact of multiple demand partner's java script tags on their sites, specifically page weight and load latency. The new feature came about in response to the limitations of header containers.

With the "server-to-server" update, Jetstream does two things, Connolly said. It eliminates the daisy chain of media companies between buyers and sellers, and it allows more working media. By removing restrictions, you allow more opportunity and more quality, Connolly said.

Then there's the partnership with Omnicom Media Group's Annalect Group.

Steve Katelman, EVP-global strategic partnerships, Omnicom Media Group, said in an email that Jetstream represents a departure from traditional programmatic technology. "The connection [the platform] delivers to publishers will help us build a more direct or one-to-one approach to programmatic with premium publishers and enable us to deliver more value to our clients," Katelman added.

In addition, Connolly said the conversation around header bidding has focused on managing third-party demand partners in the header for the past six months. But the bigger conversation, he said, lies with bringing direct demand through header bidding technology. (Confused? For a primer on header bidding, go here.)

Connolly said he hopes the announcement is a signal to the market that tech partners like Sonobi will attract direct and differentiated demand. "[We're] moving onward and upward from simply taking a java script tag and putting it in your header into what you couldn’t sell direct," he said.