Users of Adaptive Media’s programmatic advertising platform will now have the option to publish content to Facebook.

The company hopes to give premium content providers and publishers the option to share video directly on Facebook Pages through its proprietary dashboard. 

This new functionality was a “natural next step” for Adaptive Media’s CEO Qayed Shareef, who also hinted that the Facebook integration is unlikely to be the last major update the dashboard receives.

“We’re constantly looking into ways for people to engage with premium video content wherever they happen to be browsing, through whatever device they are browsing on,” Shareef explained.

The company seems to be heading in the right direction as its recent financials boasted significant increases in revenue and gross profit. Meanwhile data from comScore suggests video uptake has been spreading rapidly.

Ever since the $1 billion acquisition of Instagram, Facebook has rolled out video features to its platform, which have contributed to views of video content tripling year on year to March 2014 – according to the US analytics firm – in a trend that may well continue.