Newsletters
Customer Relationship Management News NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Click for more information, or
Home CRM Systems Customer Service Contact Centers Business Intelligence More Topics...
World Wide Web
DDoS Protection Powered By Verisign
Average Rating:
Rate this article:  
Facebook Buys Video Ad Biz LiveRail

Facebook Buys Video Ad Biz LiveRail
By Jennifer LeClaire

Share
Share on Facebook Share on Twitter Share on Linkedin Share on Google Plus

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.


 World Wide Web
1.   Twitter May Remove Pics of Deceased
2.   Google IPO Began Decade of Big Bets
3.   Assange Talks of Leaving Embassy
4.   Russian Hacker To Be Held Until Trial
5.   Online Sites vs. Retailing in India


advertisement
OkCupid Experiments with Daters
Unethical without user consent?
Average Rating:
Twitter May Remove Pics of Deceased
Balancing privacy and public interest.
Average Rating:
Online Retailers Ponder Actual Stores
'Click-and-mortar' shops popping up.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Researchers Find Malicious Android Apps Can Hack Gmail
A new study shows that a weakness in the Android mobile operating system can be used to steal sensitive, personal info from unwitting users. Gmail proved to be the easiest app to attack; Amazon, the hardest.
 
UPS Stores in 24 States Hit by Data Breach
Big Brown has been breached. UPS said that about 105,000 customer transactions at 51 of its UPS Store locations in 24 states could have been compromised between January and August.
 
Cost of Target Data Breach: $148 Million Plus Loss of Trust
The now infamous Target data breach is still costing the company -- and its shareholders -- plenty. In fact, the retailing giant forecast the December 2013 incident cost shareholders $148 million.
 

Enterprise Hardware Spotlight
Acer's New Desktop Box Rides the Chrome OS Wave
Filling out its Chrome OS line, Acer is following the introduction of a larger Chromebook line earlier this month with a new tiny $180 desktop Chromebox and also a smaller Chromebook.
 
Feds OK $2.3 Billion IBM-Lenovo x86 Server Deal
IBM and Lenovo are celebrating U.S. approval of their x86-based server deal, having cleared some major security hurdles. The deal makes Lenovo a major player for enterprise data centers.
 
Three New Lenovo PCs Aimed at Business Users
With businesses wanting computing solutions that do more for less money, Lenovo has unveiled three new desktop PCs that it says offer solid computing at a budget-minded price.
 

Mobile Technology Spotlight
Screen Shortage Briefly Puts Brakes on iPhone 6
RAM? Check. Antenna switch? Check. Screen? Oops. Parts suppliers for Apple have found themselves facing a shortage of screens for the new iPhone 6 as next month's release date for the new smartphone looms.
 
Bounty Offered to Coders for Oculus Rift Bugs
Coders who find bugs in software for the Oculus Rift VR immersive headset could receive a reward of at least $500 under Facebook's White Hat bounty program. Facebook acquired Oculus in March.
 
Google Glass Adds Voice Access to Phone Contacts
The latest update to Google Glass will let users access their top 20 phone contacts with voice commands alone. A user can then choose a phone call, Google hangouts, e-mail or text messaging.
 

Navigation
CRM Daily
Home/Top News | CRM Systems | Customer Service | Contact Centers | Business Intelligence | Sales & Marketing | 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.