LiveRail Derailed: Facebook Shutting Down Video Ad Exchange
Facebook said in January that it would no longer accept ad-serving customers for LiveRail and existing ones would transition to other products, and now it appears to be the end of the line for the programmatic video ad exchange.
Facebook announced in January that it would no longer accept ad-serving customers for LiveRail and that it would transition existing ones to other 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 be shut down, although the LiveRail brand may still be used on new ad tech products for video ads.
Facebook acquired LiveRail in July 2014 to help jump-start its video ad efforts, but the social network is now putting its focus on Facebook Audience Network, sending LiveRail down the same path as real-time ad-bidding platform Facebook Exchange, which is also being phased out.
A Facebook spokeswoman told the Journal:
We are discontinuing the LiveRail private exchange to focus on finding better ways for publishers to sell their ad space directly to advertisers, as well as expanding our video ad offering via Audience Network.
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