Video ads are the next big thing for Facebook, something enforced by today’s news of Facebook’s acquisition of advertising tech company LiveRail. Terms of the deal were not disclosed.
LiveRail, founded in 2007 and based in San Francisco, has worked with ABC, Major League Baseball, A&E Networks and Gannett to improve the quality of ads seen in videos.
Brian Boland, Facebook’s Vice President of Ads Product Marketing, explained how LiveRail will help Facebook:
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. 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.
We’re just getting started with our partnership with LiveRail, but we’re very excited about the future for video publishers and marketers. We believe that LiveRail’s excellent product – known in the industry as a video supply-side platform or SSP – and Facebook’s expertise with relevancy, delivery and measurement will help us make video advertising much better for everyone.
LiveRail CEO Mark Trefgarne discussed the acquisition in a blog post:
When we started talking to the team at Facebook about how we could work together, it quickly became clear that we shared a vision for the future of digital advertising. They believed, as we do, that publishers deserve a new generation of audience-aware advertising technology. We realized that by joining forces we’d be able draw upon our respective strengths to move even faster towards our shared vision of creating the advertising platform of the future.
This announcement marks the beginning of a new chapter for the team at LiveRail, and I’m incredibly grateful to all the amazing people who have helped build this company to where it stands today. I’m confident that as part of the Facebook family, our team has the opportunity to redefine the ad tech landscape and set a new standard in technology for publishers.
Readers: What do you think this will mean for the video ads landscape on Facebook?
Article courtesy of Inside Facebook
IgnitionOne, a Facebook Preferred Marketing Developer, announced this week that it completed $20 million in Series B funding led by new investor SoftBank Capital.
With participation from existing investors including ABS Capital Partners and Brown Savano, the additional capital will enable IgnitionOne to continue the accelerated innovation of the company’s Digital Marketing Suite technology and expansion of sales and marketing activities on a worldwide basis.
Will Margiloff, IgnitionOne CEO, said in a press release:
We are committed to simplifying the lives of marketers by assimilating the most important marketing and advertising technologies into a single stack and this capital raise will allow us to accelerate that vision. IgnitionOne is leading the industry with the most integrated and complete digital marketing technology. We will continue to be relentless in our drive to bring far greater simplicity and superior performance to marketers, through the power of an integrated solution.
The news follows IgnitionOne’s announcement last quarter of the acquisition of Knotice, a data management platform being integrated into IgnitionOne’s cloud-based Digital Marketing Suite to enable customers to manage both first and third party data.
With more than 450 employees in 17 offices across 10 countries, the company provides a suite of innovative solutions that encompass algorithmic media management across channels such as search, programmatic display and social; advanced data management; and marketing automation including user scoring, lead nurturing and lead optimization.
Article courtesy of Inside Facebook