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Facebook on Wednesday announced that it has acquired a company called LiveRail, a firm that, as described by Facebook, helps content creators publish “better ads in the videos that appear on their websites and apps.” It’s probably not a bad business move. Facebook recently introduced video ads into the news feed, and LiveRail’s expertise in the arena will no doubt help Facebook boost the performance of ads on its site and in its applications.

“We believe that LiveRail, Facebook and the premium publishers it serves have an opportunity to make video ads better and more relevant for the hundreds of millions of people who watch digital video every month,” said Facebook’s vice president of ads product marketing and Atlas, Brian Boland.”More relevant ads will be more interesting and engaging to people watching online video, and more effective for marketers too. Publishers will benefit as well because more relevant ads will help them make the most out of every opportunity they have to show an ad.”

Now that Instagram has ads, too, it seems plausible that Facebook could use the service to create high-quality ads for the photo sharing network. Neither company disclosed details of the purchase price.

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