The acquisition of the 170-person company could help Facebook own a bigger part of video advertising, the fasting growing Internet ad medium.Founded in 2007, LiveRail’s supply side platform has a large base of customers including Major League Baseball, ABC, A&E Networks, Gannett, and Dailymotion. LiveRail provides publishers with video ad targeting tech so they can make money routing messages to customers, and helps marketers connect with sites and apps with open video ad inventory.
The most important part of LiveRail is its real-time bidding platform that can dynamically assess the open video ad inventory across the publishers it works with, and find its marketer clients the best ad opportunities.
LiveRail’s data management system predicts video ad inventory fluctuations that lets ad buyer plan their campaigns, and reports to publishers that sell ad space what kind of content is driving them the highest rates.
