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Facebook’s LiveRail pulls out of the ad server business

Facebook’s monetisation platform for publishers, LiveRail, will no longer be accepting new customer’s for its ad server business.

In the coming months, the company will move all existing LiveRail ad serving customers move over to their other publisher products or alternative ad servers. “In either case, publishers will still be able to work with LiveRail and Audience Network to monetize and manage their ad inventory,” a company blog post added.

Facebook acquired LiveRail in 2014. Explaining the move, the company blog post by Alvin Bowles, Head of Global Publisher Sales and Operations, Facebook said, “At Facebook, when there is a product that gains traction like Audience Network, we look for ways to build it out quickly and make it even better. That also means shifting away from other efforts, if necessary. Today we’re sharing some changes to LiveRail, our monetization platform for publishers. These changes allow us to focus our attention on growing the Audience Network, as well as LiveRail’s private marketplaces and mediation services.”

The company also released some figures on its Audience Network which has seen the number of apps increase 10x YoY. “Agencies and advertisers like Dentsu Aegis, Home Depot and Spotify continue to see great results. In fact, apps running on the Audience Network account for six per cent of all time spent in mobile apps. In Q4 we reached a $1B annual run rate for advertising spend through the Audience Network, with the bulk of that value being passed to publishers, and the remainder being recorded as net revenue for Facebook,” the blog post added.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.