Facebook acquires LiveRail online video ad platform
Joseph O'Halloran | 03 July 2014
Social media giant Facebook has accelerated its online video plans with the acquisition of advertising technology firm LiveRail.
Founded in 2007, LiveRail claims to be the world's largest programmatic platform for video publishers, with 170 employees across four offices, hundreds of active customers and over seven billion video ads delivered each month. It already works with companies such as Major League Baseball, ABC Family, A&E Networks, Gannett and Dailymotion.
The company says that from its inception it had the vision of creating a next generation advertising platform designed specifically for digital video, and believed that over the coming years, television would increasingly move to the Internet, with broadcasters and advertisers following viewers into what it called a new digital TV age. The goal, said CEO Mark Trefgarne, was to build the best technology in the world to help connect the digital video advertising ecosystem.
Being part of Facebook would achieve this goal. "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," Trefgarne remarked. "They believed, as we do, that publishers deserve a new generation of audience-aware advertising technology. We realised 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."
For Facebook's part, vice president of ads product marketing, Brian Boland, was confident that LiveRail, Facebook and the premium publishers they serve would 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 ... We believe that LiveRail's excellent product – known in the industry as a video supply-side platform or SSP – and Facebook's expertise with relevancy, delivery and measurement will help us make video advertising much better for everyone."