Facebook announced Wednesday that it will acquire ad technology firm LiveRail, furthering its efforts with effective video advertising. LiveRail, sometimes referred to as a “supply side” platform, helps media companies sell video ads programmatically. The company currently works with clients such as A&E, Univision, MLB and BET. Facebook believes that the LiveRail acquisition will eventually lead to better video ads that are more relevant to its community.
“What LiveRail ultimately offers is a complete advertising solution for video publishers,” wrote Facebook exec Brian Boland. “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.”
Facebook has shifted its focus to video advertising by recently adding auto-play video ads, but has not helped other media companies make money with online ads in the past.
“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,” explains The Wall Street Journal.
Facebook acquired display ad company Atlas from Microsoft in 2013. The company allows advertisers to plan campaigns, buy ads on sites across the Web, and measure their impact.