Newsletters
Customer Relationship Management News NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
Home CRM Systems Customer Service Business Intelligence Sales & Marketing More Topics...
GET RECOGNIZED.
Let an ISACA® certification
elevate your career.

Register today and save
Customer Service
Tame your scariest paperwork. Find Out How
Average Rating:
Rate this article:  
Facebook Buys Video Ad Biz LiveRail
Facebook Buys Video Ad Biz LiveRail

By Jennifer LeClaire
July 3, 2014 11:52AM

Bookmark and Share
With its LiveRail, Facebook is looking to make a deeper push into video advertising. Video continues to gain in importance for the PC and mobile. Acquiring LiveRail also indicates that Facebook wants to move beyond its own borders into the realm of a broader ad network, said Greg Sterling, principal analyst at Sterling Market Intelligence.
 



Social networking giant Facebook is making strong moves in the Web video ad business. The company scooped up San Francisco, Calif.-based ad technology firm LiveRail.

Facebook sees the opportunity. According to market research firm eMarketer, digital video ad spending grew 44.5 percent to over $4.1 billion in 2013 and the firm expects that number to swell to $5.8 billion in 2014. Looking ahead to 2018, eMarketer predicts that figure could rise to $12 billion. Financial terms of the LiveRail deal were not disclosed.

For publishers, LiveRail offers a single interface to manage direct advertiser campaigns and optimize major ad networks, demand-side platforms, and trading desk partners. LiveRail also leverages real-time bidding technology to help publishers monetize video content. And the company’s private exchange capabilities let customers maintain control over who accesses their inventory.

For ad networks, LiveRail offers a real-time video ad serving platform to manage and buy video advertising campaigns. The technology lets users forecast, buy and report on campaigns in private and public video ad exchanges. Using LiveRail technology clients including Major League Baseball, ABC Family, A&E Networks, Gannett, and Dailymotion serve better ads in the videos that appear on their Web sites and apps, according to the company.

More Relevant Ads

Brian Boland, vice president of Ads Product Marketing Atlas, said LiveRail helps marketers by giving them access to premium video inventory and the information that they need to decide where to show their ads. He called it a “complete advertising solution” for video publishers.

“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,” Boland said.

“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," Boland added.

Facebook’s Three Goals

We caught up with Greg Sterling, principal analyst at Sterling Market Intelligence, to get his take on Facebook’s latest acquisition. He told us Facebook is looking to do three things with the LiveRail buy.

“The first is a deeper push into video advertising by Facebook,” he said. “Video continues to gain in importance for the PC and mobile. The second is a further embrace of automation and programmatic. And the third is another move by Facebook beyond its own borders into the realm of a broader ad network."

“Facebook will ultimately emerge as a challenger to Google's Display Network -- formerly AdSense -- for third parties,” Sterling said. “It exists in mobile and will exist on the PC. Facebook's own user data will likely inform all these video ads over time on third-party sites. It's very logical for them on multiple fronts.”
 

Tell Us What You Think
Comment:

Name:



Salesforce.com is the market and technology leader in Software-as-a-Service. Its award-winning CRM solution helps 82,400 customers worldwide manage and share business information over the Internet. Experience CRM success. Click here for a FREE 30-day trial.


 Customer Service
1.   Comcast Customer Service Fiasco
2.   Why You Need To Hire a CCO
3.   Chief Customer Officers Boost Profits
4.   T-Mobile Accused of Bogus Fees
5.   Salesforce1 for Retail for Digital Age


advertisement
Comcast Customer Service Fiasco
Lessons to be learned for all companies.
Average Rating:
T-Mobile Accused of Bogus Fees
FTC has filed a lawsuit for overcharges.
Average Rating:
Why You Need To Hire a CCO
One reason: to increase the bottom line.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Juniper DDoS Solution Aims at High-IQ Networks
In the face of more complex attacks, Juniper Networks is boosting its DDoS Secure solution to help companies mitigate the threats with more effective security intelligence throughout the network fabric.
 
Large-Volume DDoS Attacks Hit Record in 2014
The number of distributed denial-of-service (DDoS) attacks set a record in the first half of 2014, according to a report by Arbor Networks. The number of attacks over 20 GB/sec doubled.
 
U.N.: Nations Hide Rise in Private Digital Snooping
Governments on every continent are hiding an increasing reliance on private companies to snoop on citizens' digital lives, the U.N. human rights office says, with grave concerns about privacy.
 

Enterprise Hardware Spotlight
Contrary to Report, Lenovo's Staying in Small Windows Tablets
Device maker Lenovo has clarified a report that indicated it is getting out of the small Windows tablet business -- as in the ThinkPad 8 and the 8-inch Miix 2. But the firm said it is not exiting that market.
 
Seagate Unveils Networked Drives for Small Businesses
Seagate is out with five new networked attached storage products aimed at small businesses. The drives are for companies with up to 50 workers, and range in capacity from two to 20 terabytes.
 
Another Day, Another Internet of Things Consortium Is Born
In the emerging Internet of Things, zillions of devices will be talking to each other. Samsung, Intel and Dell just formed a consortium to ensure each thing can understand what others are saying.
 

Navigation
CRM Daily
Home/Top News | CRM Systems | Customer Service | Business Intelligence | Sales & Marketing | Contact Centers | Customer Data | CRM Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.