Cable Technology Feature Article
LiveRail Expands Market Share through New Premium Video Publishers
By Calvin Azuri, TMCnet Contributor
LiveRail recently announced that it has further consolidated its position as a leading provider of video advertising technology by signing in new premium publishers. The company took on a dominant role in Q4 of 2013 as the leading programmatic video ad platform of choice preferred by a number of leading publishers and broadcasters. LiveRail is a leading programmatic video advertising platform for publishers.
In a release, Mark Trefgarne, Co-Founder and CEO, LiveRail said, "Our position in the marketplace is a direct result of our investment in technology, superior service and market-leading insight into the needs publishers. By providing superior solutions for publishers we've aggregated the world's largest pool of premium video inventory and helped connect these publishers to the ecosystem of programmatic buyers."
Clients benefiting from programmatic revenue from LiveRail are A&E Mobile, Fox News, CBS Local, Condé Nast, Univision, Demand Media, BET (News - Alert), Real Networks, Advance Digital, and Terra Networks in addition to four other leading TV broadcasters. LiveRail's expansion across the UK and other European countries continues with the addition of 4 new clients -Telegraaf Media Group, MailOnline, and Advideum - to its current publisher portfolio which includes MLB (News - Alert).com, PBS, and CBS Interactive, among others.
Heather Way, Senior Analyst, Parks Associates said, "Media buyers have quickly realized the benefits of programmatic buying for online display -- such as cost efficiencies, reduced ad waste, transparency and control -- and are looking to apply the same strategies to their online video ad campaign planning and buying. This is evident in LiveRail's impressive year-over-year growth."
Programmatic sales within the video ad market in the U.S. and across Europe is on the rise. Because of this, LiveRail has been able to boost its revenue growth by more than 300% year-over-year. The company is now expecting to touch the $100 million revenue run-rate; out of this, 71% will be transacted through real-time bidding.
A number of leading ad networks, agency trading desks and DSP's from across the world depend on LiveRail as their main supply source through available impressions and ads delivered. The LiveRail platform delivers more than 400,000 bid requests per second to more than 90 buyers/bidders. This allows them to buy video advertising inventory all in real-time. The company is expecting to send 5 billion video ad impressions this month worldwide. LiveRail introduced a number of exclusive technology features this year which also helped in consolidating its position within the market.
Edited by Ryan Sartor