Facebook has announced that it has reached an agreement to acquire the ad technology firm LiveRail. Terms of the deal were not disclosed. California-based LiveRail helps media companies sell video ads programmatically. The company, sometimes referred to in ad tech circles as a supply side platform, aims to become integral to the fast growing online video […]
Facebook has announced that it has reached an agreement to acquire the ad technology firm LiveRail. Terms of the deal were not disclosed.
California-based LiveRail helps media companies sell video ads programmatically. The company, sometimes referred to in ad tech circles as a supply side platform, aims to become integral to the fast growing online video advertising business.
Founded in 2007, LiveRail claims to be the world’s largest programmatic platform for video publishers, with 170 employees across four offices, hundreds of active customers and over seven billion video ads delivered each month. It already works with companies such as Major League Baseball, ABC Family, A&E Networks, Gannett and Dailymotion. With this acquisition, Facebook hopes to accelerate its online video plans.
Facebook continues to push further into programmatic advertising. It manages its own ad exchange and has recently launched a mobile ad network and started targeting its users with ads based in part on their recent Web browsing. Facebook also acquired the ad serving company Atlas from Microsoft early last year.
