Publishers once looked to Facebook as their best hope to serve as a counterweight to Google’s power in the key advertising technology market. Maybe not so much anymore.
Facebook is overhauling ad tech unit LiveRail, leading to the departure of former LiveRail CEO Mark Trefgarne and 40 employees, according to Business Insider. But behind the turmoil in LiveRail, Facebook has been executing what many publishers see as a power play, pushing LiveRail customers into Facebook’s ad network. The moves have led several publishers to lament a loss of control as Facebook treats them as just another place to extend ad campaigns for Facebook customers.