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.
See more Facebook changes: What To Know About Facebook’s New Ad Campaign Structure