Facebook acquired video ad technology company LiveRail in July 2014, but when it comes to accepting new ad-serving customers, LiveRail has reached the end of the line.
Facebook head of global publisher sales and operations Alvin Bowles announced in a blog post that the social network is shifting its focus to growing Facebook Audience Network and LiveRail’s private marketplaces and mediation services.
In the coming months, we will help all existing LiveRail ad serving customers transition over to our other publisher products or alternative ad servers. In either case, publishers will still be able to work with LiveRail and Audience Network to monetize and manage their ad inventory.
As we build out LiveRail’s programmatic private marketplaces and mediation services, we will continue to focus on native and video. We believe native and video are key ad formats and that programmatic platforms are the best way through which to deliver them. LiveRail already powers about 75 programmatic private marketplaces for some of the world’s largest publishers, including Hulu and A&E Networks.
With Audience Network, we will continue to introduce new ways for publishers to take advantage of everything that makes Facebook ads valuable to our partners: high-quality demand, people-based marketing, measurement and our ads delivery engine.
Readers: What are your thoughts on Facebook’s LiveRail move?