Facebook’s latest acquisition is aimed at bolstering the quality of its video ads and premium video ads, as the social network announced that it has brought video-ad-technology company LiveRail into the fold.
Today we’re announcing that we have agreed to acquire LiveRail, an advertising-technology company that helps companies like Major League Baseball, ABC Family, A&E Television Networks, Gannett, and Dailymotion serve better ads in the videos that appear on their websites and apps. LiveRail was founded in 2007 and offers a comprehensive platform for online video publishers that help them find and serve the best ads possible. LiveRail also helps marketers by providing them with access to premium video inventory and the information that they need in order to decide where to show their ads. What LiveRail ultimately offers is a complete advertising solution for video publishers.
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.
We’re just getting started with our partnership with LiveRail, but we’re very excited about the future for video publishers and marketers. 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.
And LiveRail Co-Founder Mark Trefgarne added in a blog post:
When (Co-Founder Andrei Dunca) and I started LiveRail seven years ago, it was with the vision of creating a next-generation advertising platform designed specifically for digital video. We believed that over the coming years, television would increasingly move to the Internet, and that both broadcasters and advertisers would follow viewers into this new digital TV age. Our goal at LiveRail has been to build the best technology in the world to help connect the digital-video-advertising ecosystem.
Over the past few years, we’ve been hard at work building products that fulfill that vision. Today, LiveRail is the world’s largest programmatic platform for video publishers. With 170 employees across four offices, hundreds of active customers, and more than 7 billion video ads delivered each month, our platform sits at the heart of the video advertising ecosystem. But this is only the start of our mission.
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 toward our shared vision of creating the advertising platform of the future.
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.
Readers: How can Facebook improve its video-advertising products, with LiveRail’s help?