The acquisition craze in Silicon Valley continues and Facebook is once again at it with an acquisition.
Earlier this year, Faceook started to implement video advertising and now they want to continue to improve in that segment.
LiveRail serves video ads on the Web for ABC Family, A&E Networks, Gannett and Major League Baseball.
“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,” Brian Boland, a vice president at Menlo Park-based Facebook, said in the blog post. “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.”
LiveRail gives advertisers the opportunity to run targeted video ads, in a bidding type process where the marketers set the price they are willing to pay for specific video ads.
The price for the advertising company, unlike other Facebook deals in the past is not in the billions but rumored to be around $500 million.
Facebook said that the company will continue to run independently.