Facebook have given a further clear indication of its ongoing interest and commitment to video ads through its acquisition of ad tech company LiveRail. LiveRail, founded in 2007 and based in San Francisco, has worked with ABC, Major League Baseball, A&E Networks and Gannett to improve the quality of ads seen in videos.
“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,” says Brian Boland, Facebook’s Vice President of Ads Product Marketing. “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.”
“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,” adds LiveRail CEO Mark Trefgarne. “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.”
Terms of the deal were not disclosed.