Dive Brief:
- Facebook has signed an agreement to acquire ad-tech firm LiveRail.
- The social network hopes to expand its video ad business with LiveRail's technology that helps publishers place ads on the videos that run on their sites and within apps.
- LiveRail's technology and data will also help Facebook's targeting and relevancy of video ads.
Dive Insight:
Facebook is going all-in on video advertising and the acquisition of LiveRail will certainly help. Some of the biggest hurdles the social giant has faced with video ads is targeting and relevancy, so if LiveRail's technology and knowledge can help with that, Facebook will be much better off.
