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Facebook Buys Video Ad Firm LiveRail for $500M

Facebook-LiveRailFacebook has snapped up video advertising technology company LiveRail as the social network looks to bolster its video offerings and bring in even more advertising dollars.

LiveRail, which was founded in 2007, aids online video publishers to serve the best ads possible. By offering marketers access to premium video inventory as well as the information they need to decide where to show their ads, LiveRail offers “a complete advertising solution for video publishers,” Boland said.

LiveRail together with Facebook and “premium publishers” will be able to make higher-quality video ads that are even more relevant to consumers, he added, making it a win-win-win scenario for all involved.

LiveRail co-founder and CEO Mark Trefgarne said his seven-year-old company and Facebook “share a vision for the future of digital advertising.”

“They believed, as we do, that publishers deserve a new generation of audience-aware advertising technology,” Trefgarne said in a blog post. “We realized that by joining forces we’d be able to draw upon our respective strengths to move even faster toward our shared vision of creating the advertising platform of the future.

“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,” he added.

LiveRail has 170 employees across four offices all of whom will be making the transition to Facebook.

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