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March 26, 2015

Facebook Expands LiveRail’s Abilities

Will Assist in Targeted Advertising Campaigns

More advertising on Facebook?

It certainly appears that could be a reality as the social network, during its F8 developer’s conference Wednesday, announced it is expanding its video ad platform, LiveRail. The changes will mean LiveRail will now also be supporting non-video mobile advertisements.

LiveRailThis means advertisements will be better placed and more directly aimed at specific demographics, including Facebook users.

Facebook purchased Live Rail last year and an entry on the LiveRail blog Wednesday shows the goal is to reach more people via advertising.

“Starting soon, we’ll be addressing challenges in mobile monetization by extending LiveRail’s existing platform into in-app mobile display,” the entry explains.

“This will allow publishers to manage and optimize yield across all of their mobile advertising opportunities, including ads sold directly to advertisers and from programmatic sources like demand-side platforms (DSPs), ad networks, and agency trading desks.”

Facebook’s Deb Liu, reported Tech Crunch, announced the new features during Wednesday’s conference. Once the changes are implemented, mobile publishers are going to be able to manage mobile ads from within LiveRail. In addition, they’ll be able to tap into Facebook’s anonymized data to better target audiences for advertising.

“We’re also increasing the relevance of the ads people see on publishers’ properties by powering LiveRail with Facebook’s anonymized people-based marketing capabilities,” an entry on Facebook’s blogsite explained. “This means the right ad can be delivered to the right person at the right time, and publishers can segment and sell their inventory more effectively, more accurately target their audiences, reduce the waste created by inaccurate delivery, and deliver better ROI for their advertisers. Facebook anonymized demographic information will be available in all formats supported by LiveRail, including desktop and mobile video and our new extension into in-app mobile display.”


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W. Brice McVicar is a staff writer for SiteProNews.

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