People-based marketing: How Facebook is trying to compete for TV ad dollars

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People-based marketing.

Prepare to hear that term a lot more as Facebook develops ad targeting and measurement platforms like Atlas, LiveRail and the Audience Network. Facebook has shifted its focus from providing advertising at scale to providing an an ad solution where companies can target the right consumers.

In a whiteboard session Wednesday, Facebook explained to reporters the history and future of their advertising platform. With Atlas, large-scale advertisers can measure deeper and weigh effectiveness of Facebook ads against other types of messaging. With the Audience Network, advertisers can target their customers on external sites, using the same information they have on Facebook. With LiveRail, publishers have been able to more effectively leverage video as an ad option.

It all leads to Facebook aiming for a bite of the television ad apple.

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Facebook acquires ad tech firm LiveRail to improve video ads

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Video ads are the next big thing for Facebook, something enforced by today’s news of Facebook’s acquisition of advertising tech company LiveRail. Terms of the deal were not disclosed.

LiveRail, founded in 2007 and based in San Francisco, has worked with ABC, Major League Baseball, A&E Networks and Gannett to improve the quality of ads seen in videos.

Brian Boland, Facebook’s Vice President of Ads Product Marketing, explained how LiveRail will help Facebook:

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. More relevant ads will be more interesting and engaging to people watching online video, and more effective for marketers too. 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.

We’re just getting started with our partnership with LiveRail, but we’re very excited about the future for video publishers and marketers. We believe that LiveRail’s excellent product – known in the industry as a video supply-side platform or SSP – and Facebook’s expertise with relevancy, delivery and measurement will help us make video advertising much better for everyone.

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