NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur


Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad


Richard Jalichandra: CEO of iSocket

My NativeAdVice:


Richard is an experienced technology executive, with the rare distinction of having worked in operating roles on all four legs of the digital media stool: as a client; running several ad agencies; at several large publishers; and leading three ad tech firms.  His teams have generated over $1.4 billion in revenue, and he’s led over $1.5 billion in M&A transactions.

Richard is currently General Partner of Incline Capital Investments LLC, CEO of iSocket and Chairman of Technorati Media, where he formerly served as CEO.  Previously, he was the CEO of MapMyFITNESS, a mobile health technology platform that was recently acquired by UnderArmor. He was also a CEO advisor at Weather Underground (acquired by Weather Channel), MyYearbook (acquired by Que Pasa), Skimlinks and Filament Labs.  He has performed strategy consulting and was an Entrepreneur-in-Residence for Battery Ventures.

How did you get into the tech industry?

I was running a boutique creative agency back in 1994, when one of my clients asked me to build them a corporate web site.  I remember the blazing bandwidth speeds back then, and the home page of that four page web site took about 2 minutes to download!!  After that project, I was hooked and have been in some internet-related venture ever since.

Tell us about iSocket. What inspired the idea and what is your vision for the company?

iSocket is a workflow automation tool purpose-built to automated the buying and selling of premium, reserved media. While most ad tech companies are built around RTB, iSocket is built to streamline direct, reserved sales, a $37 billion market. Most people outside the industry are surprised to learn that a typical reserved media buy requires more than 40 steps to complete and is largely executed manually. iSocket automates many of those steps, which frees up time for both publisher teams and media-planning teams to work strategically and create more unique marketing campaigns.

There's been a clear need for automation in this section of the market for a long time, and iSocket was the first to address it directly. Our vision is to help premium publishers' teams (clients include Condé Nast, Microsoft, Fobes, and Rolling Stone) and media buyers transcend the minutiae of executing deals and focus on creating meaningful marketing opportunities.

What strategic partnerships have you implemented that have attributed to your success?

One of our most important partnerships is our relationship with Google's DFP, which is the most commonly used ad server on the market. iSocket was the very first company to connect to DFP via API, and in fact,we informed many decisions about the development of that API. This API connection is what initially allowed us to build out our automated

We have also made several strategic channel partnerships with DSPs and media-planning tools  including MediaMath, Kantar Media, and Markit on Demand. These partnerships provide value to our publisher clients by helping them get in front of new demand partners (our partner's clients). For MediaMath, we have an API partnership, so their users can actually buy guaranteed inventory from iSocket publishers, without ever leaving their TerminalOne platform. Publishers can secure new demand partners, and buyers don't need yet another log-in.

What industry trends are you noticing and how do you capitalize on them?

If you haven't noticed yet, we think it's way to hard to buy and sell advertising!  So I believe the automation wave has started and will only get bigger.  On a personal note, I'm very interested in how much more time is spent on a mobile device vs desktop; this will continue to be a tectonic shift that drives tons of opportunity and innovation.

Life Motto?

I have too many mottos to list here - one for every occasion.  But the one I use the most the start-up context is "momentum gets momentum".  Keep moving forward!

Your advice to an aspiring entrepreneur?

I love being an entrepreneur, but it's not for everyone.  Know what you're getting into - which could be an entire interview in itself - and remember: you can be entrepreneurial even in a big company, a non-profit or just about any organization.

Your greatest successes as CEO? Most difficult moment - how did you overcome and what did you learn?

I don't really want to claim successes as a CEO, as the wins are almost always the result of a team effort.  Being a CEO is a somewhat egotistical pursuit in and of itself, so I try not to let myself go there.  As for difficult times, particularly for a start-up, every day is HARD, and I literally learn a dozen new things every day.

Favorite travel destination?

On business: New York.  For relaxation: any number of far away tropical beaches.

Most frequented websites on your browser?

Business Insider, Marketwatch and ESPN

One food and drink left on earth, what would you choose?

A gourmet cheeseburger with a glass of cabernet sauvignon.

Current passion?

Easy: hanging out with my 3-year old daughter.

Role model - business and personal?

Believe it or not, I don't really have any role models that I try and emulate.  But I notice traits in people - both famous and non-famous - that I admire and try and incorporate into my own behavior.

Most interesting headline you've read this week?

I've been most entertained and perplexed by most of the financial sites the past 2-3 months, where one headline talks about the coming market correction and another right next to it saying now is the time to buy stocks.

What's next for iSocket?

iSocket will be announcing some interesting demand partnerships in the near future.  We're fairly well-known for our publisher sales automation and programmatic premium iFP platform, but our media planning and buying platform iFA is relatively new and unknown.  We think that is about to change in a very big way, and iFA will surprise people.  Stay tuned!