Facebook buys video ad company LiveRail

Facebook wants to boost its advertising video spend

Facebook has acquired a video advertising company called LiveRail as it continues its quest to rake in adland’s cash.

Facebook announced the LiveRail deal on a blog post, with Brian Boland, vice president of Ads Product Marketing at the social media firm, confident it would prove a fruitful relationship.

“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,” he said.

“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.”

Financial terms of the deal were not disclosed.

LiveRail already works with major companies like Major League Baseball ABC Family, A&E Networks, Gannett and Dailymotion, and LiveRail’s co-founder and CEO Mark Trefgarne was also bouyant on the deal.

“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,” he wrote. 

“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.”

The acquisition comes during a tough week for Facebook, which is facing many questions over revelations it ran a social experiment on the site that attempted to affect the mood of some 700,000 users.


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Source: v3.co.uk

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