Facebook to Buy LiveRail, the Third-Biggest Video Ad Seller
Facebook’s video ad business just got a lot bigger.
Months after rolling out the first video-specific ad product on the social network, Facebook has agreed to acquire LiveRail, one of the biggest video ad sellers. A Facebook spokesman declined to comment on the deal’s price.
LiveRail automates the sale of video ads for publishers including Major League Baseball, ABC Family and Dailymotion. Rather than negotiate deals over the phone or in person, these publishers can upload their video inventory to LiveRail’s system, which solicits buyers via real-time auctions. Publishers can also use LiveRail’s ad technology to process upfront deals without all the paperwork that can delay a campaign from airing in a timely fashion.
