Facebook has agreed to acquire LiveRail, an advertising technology company that helps companies like Major League Baseball (MLB.com), ABC Family, A&E Networks, Gannett, and Dailymotion.
Terms of the deal were not disclosed.
“We realized that by joining forces we’d be able to draw upon our respective strengths to move even faster towards our shared vision of creating the advertising platform of the future,” Mark Trefgarne, CEO and cofounder of LiveRail, said in a blogpost.
“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”, Brian Boland,Facebook’s Vice President of Ads Product Marketing and Atlas said in a post.
“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.”
LiveRail was founded in 2007 and offers a comprehensive platform for online video publishers that help them find and serve the best ads possible.
