Facebook acquires LiveRail, an online video advertising firm

Social networking giant Facebook has decided to acquire video advertising company – LiveRail, company’s most recent venture in order to produce video ads as a greater part of its business. Facebook did not reveal the acquisition cost for the San Francisco-based LiveRail, which was established in 2007 and has business locales in several countries.

LiveRail automatically matches advertisements with the videos that show up on numerous websites, for example, the sites for Major League Baseball, ABC and A&E Networks. Facebook would not examine plans for utilizing the technology on its own website.


“What LiveRail ultimately offers is a complete advertising solution for video publishers,” Facebook Vice President of Ads Product Marketing, Brian Boland, said in a blog post.

He added further — “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.”

In March, Facebook started offering 15-second video ads from a predetermined number of companies on its website. The company has moved cautiously in presenting the video ads on its website to keep a kickback from users who may discover the ads irritating.

Video ads command higher costs compared to several other online advertising avenues, for example, banner ads. Facebook and other companies like Google are progressively attempting to get a cut of lucrative TV-marketing budgets as they attempt to manage rapid growth in terms of its advertising business.