Facebook plans to close LiveRail ad exchange to focus on Audience Network

Facebook is winding down LiveRail, the video adtech businessit acquired in 2014.In 2015, LiveRail began to power ad serving for all in-app ads upon the Facebook Audience Network launched in 2014 to targetads toFacebook users inapps (and right away mobile websites) beyond Facebook itself together with native video as well as arrangement ads, in addition to supporting desktop advertising. However, earlier this year, Facebook announced it was closing down LiveRails ad-serving capabilities to concentration upon private marketplaces as well as ad mediation for native as well as video.Now, it seems, Facebook Audience Network is supplanting LiveRail, according to The Wall Street Journal, whichfirst reported the coming closure.We are discontinuing the LiveRail Private Exchange to concentration upon finding improved ways for publishers to sell their ad space directly to advertisers, as well as expanding the video ad offering via Audience Network, said the Facebook spokeswoman. This is what most of the publishing partners told us they wanted, as well as we hold this will make video ads more applicable to the people who watch them.Just yesterday, Facebook announced which Audience Network will right away expand to enabletargetingof non-Facebook users upon other mobile apps as well as websites using Custom Audiences, lookalike audiences as well as other targeting.Earlier this week, Facebook confirmed it will shutter its programmatic exchange for desktop inventory, FBX, in favor of mobile as well as cross-device capabilities like Custom Audiences as well as Dynamic Ads.The LiveRail brand name may live upon in stirring products, the WSJ says.

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