Facebook (FB) Looks to Launch Ad-Exchange Platform (GOOG)

Facebook (Nasdaq: FB) is building an advertising-exchange which will automate the sale of other publishers' ads as it looks to take more ad revenue market share away from venerable rival Google (Nasdaq: GOOG)(Nasdaq: GOOGL).

LiveRail, which Facebook purchased last summer, will run the exchange, according to AdAge. Publishers will be able to sell ads via real-times auctions run by LiveRail, while advertisers will be able to buy inventory via demand-side platforms (DSPs), which are automated ad-buying tools.

The exchange will handle both display and video ads. It wasn't made clear when Facebook's ad exchange will go live.

Shares of Facebook are down 1 percent.

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