Facebook Buys Video Ad Firm LiveRail to Make Video Ads Better


Image: LiveRail


Facebook has acquired LiveRail, a video ad firm to make the video content or digital advertisement much better.


LiveRail was founded in 2007 and works on providing companies like Major League Baseball (MLB.com), ABC Family, A&E Networks, Gannett, and Dailymotion to provide the delivery of best video ads on mobile and the website through real-time bidding and its proprietary market data.


Brian Boland, VP of ads product marketing at Facebook, said in a statement , “We believe that LiveRail, Facebook and the premium publishers it serves have an opportunity to make video ads better and more relevant for the hundreds of millions of people who watch digital video every month. More relevant ads will be more interesting and engaging to people watching online video, and more effective for marketers too. Publishers will benefit as well because more relevant ads will help them make the most out of every opportunity they have to show an ad.”


According to report, LiveRail is the world’s largest programmatic platform for video publishers with over over 7bn video ads delivered in a month. The company has 170 employees across four offices and hundreds of active customers.


The most important part of the LiveRail is the RTB technology that allow publishers monetize their video content, monitor and control who can accesses their inventory and drive higher revenue.


“When we started talking to the team at Facebook about how we could work together, it quickly became clear that we shared a vision for the future of digital advertising. They believed, as we do, that publishers deserve a new generation of audience-aware advertising technology. We realized that by joining forces we’d be able to draw upon our respective strengths to move even faster towards our shared vision of creating the advertising platform of the future.” Mark Trefgarne, CEO and cofounder of LiveRail, said in a blog post, “This announcement marks the beginning of a new chapter for the team at LiveRail, and I’m incredibly grateful to all the amazing people who have helped build this company to where it stands today. I’m confident that as part of the Facebook family, our team has the opportunity to redefine the ad tech landscape and set a new standard in technology for publishers.”


This acquisition should help company to increase its revenue in digital market.