Facebook revealed today plans to acquire LiveRail, a supply-side advertising platform for video content. LiveRail will help Facebook make video ads “better and more relevant” for viewers and publishers.
LiveRail boasts a number of top clients, including MLB.com, Condé Nast Digital, CBS Interactive, ABC Family and Univision.
Facebook officially rolled out premium video ads in March, following limited tests late last year. In May, the company expanded those ads internationally to Australia, Brazil, Canada, France, Germany, Japan, and the UK.