It was just announced yesterday that social media giant, Facebook, bought the video ad tech startup, LiveRail, in hopes to grow its video ad business.
Who is LiveRail?
LiveRail is a video advertising startup founded in 2007, that helps a variety of companies from Major League Baseball to A+E Networks to optimize delivery of video ads. They were “reportedly on a $100 million revenue run rate in 2013 and considering an IPO for later this year, but opted to join with Facebook instead”, says Mashable in a recent article.
How will this help Facebook?
Facebook already offers what it calls a premium video ad product on its own network. In 2013, Facebook launched video commercials that automatically play in users’ News Feeds; however, one of the growing concerns of Facebook and other marketers is the quality of video inventory, making sure the ads are seen, seen properly, and seen by the intended target.
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