Google acquires Anvato, a platform for encoding, editing, publishing and distributing video across platforms. This marks Google in getting deeper into the technical side of the video and broadcasting business.
Google said that Anvato will join its Cloud Platform team, and Anvato's technology will complement its efforts "to enable scalable media processing and workflows in the cloud."
Anvato's technology allows its customers, to power their livestreaming videos. Clients such as NBCUniversal, MSNBC, CBS, Univision, HGTV, Bravo and Fox Sports, have used Anvato's technology for their videos in the clouds, as well as handling pay-per-view, subscription payment, inserting ads and more.
These offerings were end-to-end service for video publishing and monetization Google doesn't have.
"With OTT [over-the-top] adoption rapidly accelerating, the Cloud Platform and Anvato teams will work together to deliver cloud solutions that help businesses in the media and entertainment industry scale their video infrastructure efforts and deliver high-quality, live video and on-demand content to consumers on any device - be it their smartphone, tablet or connected television," said Google senior product manager Belwadi Srikanth in his announcement.
On Anvato's side, the team wrote that the acquisition will bring its technology "with the scale and power of Google Cloud Platform to provide the industry's best offering for OTT and mobile video."
By acquiring Anvato, Google can offer its own set of tools for broadcasters similar to Microsoft with its Azure Media Services and Amazon with its Elemental and dedicated media services.