NEWS
NEWS
NEWS
Facebook’s LiveRail platform will expand advertisers’ access to user data
Very few companies can claim to match anything close to the level of data Facebook has on its 1.4 billion users. In fact, Facebook’s total user base accounts for nearly half of the entire world’s Internet using population, and with advertisers scrambling for any possible advantage in reaching potential customers, Facebook’s wealth of user information is perhaps the company’s greatest asset.
The social media giant has announced that advertisers will soon get greater access to that user data than ever before thanks to its LiveRail monetization platform.
LiveRail calls itself “Advanced Monetization
Technology for Publishers” and up until now has primarily been a tool for advertisers to control their video ad inventories. The platform makes it easy for marketers to target specific audiences with their videos and manage their campaigns.
“The right ad can be delivered to the right person at the right time”
At Facebook’s recent F8 developer conference in San Francisco, the company announced that LiveRail would be expanding its platform to give Facebook anonymized user data to advertisers on sites that are not linked with Facebook at all.
“LiveRail is increasing the relevance of the ads people see on publisher’s sites and mobile apps by adding Facebook’s anonymized people-based marketing capabilities to our platform,” LiveRail wrote on its blog. “This means the right ad can be delivered to the right person at the right time, and publishers can segment and sell their inventory more effectively, more accurately target their impressions, reduce the waste created by inaccurate delivery and deliver better ROI for their advertisers.”
What all this means, essentially, is that advertisers can gain insights on their viewers through Facebook on ads that are not hosted on Facebook at all. This puts the social network in direct competition with ad services offered by Google and Twitter, Inc. (as if it were not already).
LiveRail will also be expanding beyond video ads into mobile ad coverage, allowing clients to “manage and optimize yield across all of their mobile advertising opportunities.”
For now, LiveRail’s new mobile offerings will only be available to a select group of partners, but the feature will be rolled out to the rest of its clients in the near future.
Screenshot via Facebook
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