Facebook to Acquire Video Ad Company LiveRail

Mark Zuckerberg

LiveRail's partners include A&E Networks, ABC Family, PBS, BET, Univision and Major League Baseball.

Facebook said Wednesday it has agreed to purchase LiveRail, an online marketing company whose customers include A&E Networks, ABC Family, PBS, BET, Univision and Major League Baseball.

Terms of the acquisition weren't disclosed, but TechCrunch reported that Facebook paid from $400 million to $500 million for LiveRail.

LiveRail consists of a bidding platform for video advertising, a technique for matching marketers with ad opportunities, a "Checkpoint" technology for ensuring inappropriate ads aren't served to children and more.

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TechCrunch reports that LiveRail made about $100 million in revenue in 2013 and considered a public offering until IPOs for competitors like YuMe and Tremor Media were disappointments on Wall Street.

Facebook announced the deal in a blog entry Wednesday.

"LiveRail was founded in 2007 and offers a comprehensive platform for online video publishers that help them find and serve the best ads possible," Facebook said. "What LiveRail ultimately offers is a complete advertising solution for video publishers."

On its website, LiveRail calls itself "the world's largest programmatic platform for video publishers, with 170 employees across four offices, hundreds of active customers and over 7 billion video ads delivered each month."

Another LiveRail client is Songza, which said Tuesday it was being acquired by Google. Songza has a service that creates DJ-curated song playlists around various themes and is free with advertising.