IT Pro is supported by its audience. When you purchase through links on our site, we may earn an affiliate commission. Learn more

Facebook acquires Liverail for $500m

The online video advertising platform will provide a new revenue opportunity for the social network

Facebook keyboard

Facebook has acquired the Liverail online video advertising platform for an estimated $500m (292m) in an attempt to diversify its revenue streams.

Liverail pairs video ads with content that appears on some of the biggest websites in the world including Major League Baseball and the ABC and A&E networks in the United States.

The company was set to float on the US stock market later this year, with revenues of $60m (35m), but Facebook decided to snap it up with plans to introduce 'audience-aware advertising technology'.

Liverail's co-founder Mark Trefgarne said by Facebook and Liverail joining together, the two companies would be able to, "draw upon our respective strengths to move even faster towards our shared vision of creating the advertising platform of the future."

Brian Boland, vice president of advertising at Facebook, said: "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," he continued.

Earlier this week, Facebook was under the spotlight after carrying out research on its users to see if they are affected by positive or negative posts that appear on their timelines.

Up to 700,000 users were affected by the experiment, which caused outrage as it transpired social networkers hadn't been consulted about the process.

In February, Facebook acquired WhatsApp and in March, it bought virtual reality company Oculus to help introduce new services to its platform.

Featured Resources

Four strategies for building a hybrid workplace that works

All indications are that the future of work is hybrid, if it's not here already

Free webinar

The digital marketer’s guide to contextual insights and trends

How to use contextual intelligence to uncover new insights and inform strategies

Free Download

Ransomware and Microsoft 365 for business

What you need to know about reducing ransomware risk

Free Download

Building a modern strategy for analytics and machine learning success

Turning into business value

Free Download

Recommended

Meta hit with €17 million fine over multiple GDPR breaches
data protection

Meta hit with €17 million fine over multiple GDPR breaches

16 Mar 2022
Meta says Apple's iOS privacy changes will cost it $10 billion in 2022
privacy

Meta says Apple's iOS privacy changes will cost it $10 billion in 2022

3 Feb 2022
Google, Facebook fined €210 million for making it difficult for users to reject cookies
Policy & legislation

Google, Facebook fined €210 million for making it difficult for users to reject cookies

6 Jan 2022
Meta makes 2FA mandatory for high-risk users
two-factor authentication (2FA)

Meta makes 2FA mandatory for high-risk users

3 Dec 2021

Most Popular

Windows Server admins say latest Patch Tuesday broke authentication policies
Server & storage

Windows Server admins say latest Patch Tuesday broke authentication policies

12 May 2022
16 ways to speed up your laptop
Laptops

16 ways to speed up your laptop

13 May 2022
How full-stack observability can accelerate IT innovation
Sponsored

How full-stack observability can accelerate IT innovation

3 May 2022