Automated advertising provider Rubicon Project has announced it will acquire two ad tech firms for a total of less than $30 million in mostly stock deals.

The acquisitions of San Francisco’s iSocket and Toronto’s Shiny Ads will expand its offerings for the automated guaranteed market, Rubicon said Monday. This type of directly sold advertising lets sellers determine prices for guaranteed audience impressions.

“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,” said Frank Addante, Rubicon’s chief executive and chief product architect, in a statement.

The Playa Vista company said in October it expected to generate between $122 million and $123 million in revenue this year.

Rubicon’s stock fell 27 cents, or 2 percent, to $13.05 a share midday Monday on the New York Stock Exchange.

Staff reporter Melissah Yang can be reached at [email protected]. Follow her on Twitter @MelissahYang for the latest in L.A. tech news.