Facebook buys Live Rail to improve video ADs
Facebook, the world’s largest social networking service has acquired Live Rail, a video advertising technology company that provides video ads on mobile and the web through real-time bidding and its proprietary market data.
Live Rail 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 Live Rail ultimately offers is a complete advertising solution for video publishers.
According to facebook, the acquisitions of such a huge ad company will serves has an opportunity to make video ads better and more relevant for the hundreds of millions of people who watch digital video every month.
Under the plan, more relevant ads will be more interesting and engaging to people watching online video, and more effective for marketers too, the search engine said. 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.
Mark Trefgarne, CEO and co-Founder of Live Rail said that “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.”
According to Brian Boland, VP of Ads Product Marketing at Facebook, “we believe that Live Rail, 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”
