Facebook announced in January that it would certainly no longer accept ad-serving customers for LiveRail and that it would certainly transition existing ones to others products, and now it appears to be the end of the line for the programmatic video ad exchange.
The Wall Street Journal reported that LiveRail will certainly be shut down, despite the fact that the LiveRail brand might still be used on brand-new ad tech products for video ads.
Facebook acquired LiveRail in July 2014 to suggestions jump-begin its video ad efforts, however the social network is now placing its concentrate on Facebook Audience Network, sending LiveRail down the very same road as real-time ad-bidding platform Facebook Exchange, which is additionally being phased out.
A Facebook spokeswoman told the Journal:
We are discontinuing the LiveRail private exchange to concentrate on finding much better methods for publishers to sell their ad space straight to advertisers, also as expanding our video ad offering via Audience Network. This is just what several of our publishing partners told us they wanted, and we believe this will certainly make video ads much more relevant to the individuals that watch them.
That statement echoes one from head of global publisher sales and operations Alvin Bowles complying with January’s announcement:
In the coming months, we will certainly suggestions all of existing LiveRail ad serving customers transition over to our others publisher products or alternative ad servers. In either case, publishers will certainly still have the ability to job along with LiveRail and Audience Network to monetize and regulate their ad inventory.
As we construct out LiveRail’s programmatic private marketplaces and mediation services, we will certainly keep on to concentrate on native and video. We believe native and video are crucial ad formats and that programmatic platforms are the very best method through which to deliver them. LiveRail currently powers concerning 75 programmatic private marketplaces for a few of the world’s largest publishers, including Hulu and A&E Networks.
Readers: just what are your thoughts on the impending shutdown of LiveRail and the emphasis on Facebook Audience Network?