Social Media Newsfeed: Facebook Buys Video Ad Platform | Sheryl Sandberg on Moods Study

Facebook acquires video ad platform LiveRail. Sheryl Sandberg apologizes for "poorly communicating" moods study. These stories, and more, in today's Morning Social Media Newsfeed.

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NewFacebookLogoFacebook Buys LiveRail to Grow its Video Ad Business (Adweek)
Facebook is buying video ad platform LiveRail and giving it control of a network that powers advertising for high-profile publishers — online and on mobile. LiveRail delivers video ads to websites and apps for Major League Baseball, A+E Networks and Dailymotion, among other properties. VentureBeat It provides technology for publishers to monetize their videos through realtime bidding for ads. Algorithms enable publishers to match their inventory with the highest bidder for their content. Advertisers also gain from this as it gives them better audience targeting in realtime. TechCrunch Facebook did say it will invest in keeping LiveRail running and is evaluating how to intermingle their data, but it plans to use its data to aid LiveRail with its targeting and vice-versa. The acquisition of the 170-person company could help Facebook own a bigger chunk of video advertising, the fasting growing Internet ad medium. GigaOM The company has raised a total of $12 million, and there was talk that it was looking to go public by the end of this year. However, video advertising IPOs haven’t exactly been a success story: Yume, which went public a year ago with a $9 share price, now trades for $5.79; competitor Tremor Video is even down to $4.58, half of its IPO share price of $9 a little over a year ago. The Next Web Facebook officially rolled out premium video ads in March, following limited tests late last year. In May, the company expanded those ads internationally to Australia, Brazil, Canada, France, Germany, Japan and the U.K.

Sheryl Sandberg Stops Short of Apology for Facebook Mood Study (The Huffington Post)
In related news, Facebook’s chief operating officer said Wednesday she was sorry a controversial study that manipulated nearly 700,000 people’s Facebook accounts was “poorly communicated.” But she stopped short of actually apologizing for the study itself.

How Twitter Succeeded Where ESPN Failed World Cup Viewers (SocialTimes)
Twitter created a World Cup media hub to centralize all the talk around the various matches, and to sort the huge stream of content a little better. However, fans attempting to stream the USA-Germany game on the official streaming service watchESPN last week, found the site was down.

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Grammer on Grammar: Celebrity Takes on ‘Egregious’ Errors of the Twitterverse (CNN)
Kelsey Grammer’s verified Twitter account started on June 30 with the tweet, “It has come to my attention that the fine people of @Twitter have an egregious grammar problem. I’m here to help. #KelseyGrammerGrammar.” Since then, the “Frasier” star has been true to his mission, correcting tweets.

Bug Causes Some Facebook Advertisers to Receive Other Advertisers’ Receipts (AllFacebook)
Facebook responded via email to advertisers who were victimized by a bug Tuesday night, which resulted in several of them receiving receipts that detailed other advertisers’ campaigns and spending. TechCrunch reported on the bug Tuesday, saying that the social network claimed that the bug was fixed in about two hours, and no advertisers were billed for the ads of other advertisers.

Swear Off Social Media, for Good or Just for Now (The New York Times)
Is quitting social media the new thing in social media? That’s hard to say. But if you are planning to go dark, there are plenty of ways to do it.

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Vladimir Putin Says Nyet to Frank Underwood (LostRemote)
Frank Underwood has gone toe-to-toe with a lot of political foes in Netflix’s political thriller “House of Cards,” but he might have met his match in Russian President Vladimir Putin. Foreign Policy reports Russia’s United Nation delegation voted against a request from the show to shoot two episodes from season three in the U.N. Security Council.