Facebook acquires advertising technology company, LiveRail


Facebook today announced that they have agreed to acquire LiveRail, an advertising technology company that helps companies like Major League Baseball, ABC Family, A&E 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.

Brian Boland, Vice President of Ads Product Marketing and Atlas shared on Facebook's official blog,

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.

CEO of LiveRail, Mark Trefgarne said, "Our goal at LiveRail has been to build the best technology in the world to help connect the digital video advertising ecosystem. Today LiveRail is the world’s largest programmatic platform for video publishers, with 170 employees across four offices, hundreds of active customers and over 7 billion video ads delivered each month, our platform sits at the heart of the video advertising ecosystem."

He disclosed,

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 towards our shared vision of creating the advertising platform of the future.

Mark feels that as part of the Facebook family, LiveRail team has the opportunity to redefine the ad tech landscape and set a new standard in technology for publishers.

Do you agree with Mark?