Facebook is offering former clients of its now-closed LiveRail programmatic ad tech platform the option of riding on an abbreviated version of the platform, but that still means publishers will need to come up with their own alternative for most of their programmatic needs, according to a published report.
“Facebook is looking to come up with ad technology that allows premium publishers to monetize inventory themselves using data and targeting, and it will provide learnings and back-end success metrics,” one source that is still working with Facebook told Digiday.
But the thought of relying broadly on a Facebook platform doesn’t fit every publisher’s need, according to Digiday, who quoted a source as saying Hulu, for example, “doesn’t want to be beholden to Facebook. They want to have something very custom for them.”
Facebook paid $500 million for LiveRail in 2014, which, at the time, called the company “a comprehensive platform for online video publishers that help them find and serve the best ads possible.”
Its January decision to close the site – after previously cleaning house of about a third of their less-desirable customers – caught many in the industry by surprise and left many video publishers searching for a programmatic alternative to pick up the pieces.
One of those was Hulu, which had been planning to launch a private ad exchange using LiveRail.
Facebook now plans to offer publishers some of the tools needed to leverage its user data to sell targeted ads via the publishers’ own sales team, something one former LiveRail customer told Digiday that isn’t expected to gain much traction.
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