23 Nov 2017
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Facebook acquires video ad tech firm LiveRail

MUMBAI: Facebook has acquired video advertising technology firm LiveRail as it aims to make video ads a bigger part of its business.

While the terms of the deal have not been disclosed by either party, media reports say that the acquisition price is in the region of $400-500 million.

Founded in 2007, LiveRail is the leading publisher monetisation platform for video. With over 7 billion impressions delivered via its platform each month, LiveRail sets the standard for innovative video advertising technology solutions. The advertising technology company helps companies like Major League Baseball (MLB.com), ABC Family, A&E Networks, Gannett, and Dailymotion serve better ads in the videos that appear on their websites and apps.

“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,” said Facebook VP of Ads Product Marketing Brian Boland.

“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.”

LiveRail CEO Mark Trefgarne said in a blog post, “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 draw upon our respective strengths to move even faster towards our shared vision of creating the advertising platform of the future.

“This announcement marks the beginning of a new chapter for the team at LiveRail, and I’m incredibly grateful to all the amazing people who have helped build this company to where it stands today. I’m confident that as part of the Facebook family, our team has the opportunity to redefine the ad tech landscape and set a new standard in technology for publishers.”