Over a year ago, Facebook bought LiveRail, a “monetization platform for publishers, broadcasters, and mobile app developers” to drive forward its video ad business. Now, as the company has stopped taking customers on LiveRail, to instead focus on Facebook Audience Network.
Also Read: Video Monetisation on Facebook? You Got It!
Facebook’s Audience Network has become a lucrative business, raking in over $1 billion in ad spend during Q4 2015. It has thus become clear that the company wants to concentrate on the Audience Network and some of LiveRail’s other areas, by stopping taking on any more customers on the platform.
In a blog post by Alvin Bowles, Facebook’s head of global publisher sales and operations, the company will be working on LiveRail’s programmatic private marketplaces and mediation services that it already handles for some “of the world’s largest publishers, including Hulu and A&E Networks.”,
If you like our stories, there is an easy way to stay updated:
Follow @wersm
Bowles explained,
[quote]As we build out LiveRail’s programmatic private marketplaces and mediation services, we will continue to focus on native and video. We believe native and video are key ad formats and that programmatic platforms are the best way through which to deliver them. LiveRail already powers about 75 programmatic private marketplaces[/quote]
Current customers need not worry though, since there will be a transition for them to “other publisher products or alternative ad servers”.
[quote] Publishers will still be able to work with LiveRail and Audience Network to monetize and manage their ad inventory.[/quote]
Facebook regards it’s Audience Network as a great asset and wants publishers to view it as such. It’s also part of Facebook’s recent charm offensive towards publishers, which it is grooming for other things like Instant Articles. Facebook’s Audience Network is fully supported by Facebook Ads, which are highly valuable to advertisers. In any case, whatever Facebook does with LiveRail in the near future will be tied directly to its broader plans for Atlas, which it bought over two years ago in hopes of creating a massive ad network to counter Google’s dominance over the market.
You might also like
More from Experts Talk
Does Custom Alt Text Improve Reach On Instagram?
In this month's experiment, we set out to find out whether adding custom alt text on Instagram posts improves reach.
Does Cross-Posting YouTube Links On Other Platforms Result In Lower Reach?
In this month’s social media experiment, we set out to find out whether posting YouTube links on other platforms results …
Do LinkedIn Pods Work? Performance Insights And Key Learnings
In this month’s social media experiment, we set out to find out what LinkedIn pods are and whether they actually …
Instagram Reels: Do Longer Captions Lead To More Engagement?
Do longer Instagram Reels captions generate more engagement? Amanda Wood, Senior Social Marketing Manager at Hootsuite, and her team find …
Does Boosting Instagram Posts Increase Profile Reach And Engagement?
Does boosting your Instagram posts lead to increased profile reach and engagement? This month, Amanda Wood, Senior Social Marketing Manager …
TikTok’s 7-Second Challenge: Performance Insights And Key Learnings
Does TikTok’s 7-second challenge generate more engagement? Hootsuite's Senior Social Marketing Manager and her team seek the answer.
What Is The Best Time To Post On Instagram?
What's the best time to post on Instagram? Hootsuite's Senior Social Marketing Manager, Amanda Wood, and her team seek the …
Shutterstock Reveals Key Color Trends 2022
Shutterstock's Color Trends for 2022 sheds light on global preferences to help marketers catch viewers' attention and align brand messages …