When everyone’s betting big on video, Google is also strengthening its efforts to build a robust and scalable video processing and broadcasting platform. As announced today, the tech giant has acquired video software platform ‘Anvato’ to join its Cloud Platform Team.

Anvato can be described as a software platform that handles encoding, editing, publishing and secure distribution of video content across multiple platforms. Post this partnership, Anvato will still continue to provide its cutting edge video processing software solutions to TV operators, programmers, broadcasters and live event producers. However, it will soon shift its core video offerings to the Google Cloud Infrastructure.

Google has completed the acquisition of the video software platform, but it will still continue to operate as a seperate entity under the Cloud team. The financial details of the deal have also not been disclosed by either of the two parties.

The growth of cloud infrastructure is transforming the way how people create and distribute video content. While the adoption of over-the-top(OTT) services has also added another realm to the delivery of rich audio, video and other media via the Internet.

So, Anvato’s Media Content Platform will now complement Google’s cloud efforts and enable scalable media processing and workflows in the cloud. The two teams will work together to build cloud solutions that help media and entertainment businesses scale their video infrastructure efforts.

Commenting on the partnership, Alper Turgut, CEO, Anvato adds that,

We are thrilled to bring together Anvato with the scale and power of Google Cloud Platform to provide the industry’s best offering for OTT and mobile video.

This will allow us to supercharge our capabilities, accelerate the pace of innovation, and deliver tomorrow’s video solutions faster, enabling media companies to better serve their customers.

Founded in 2007 by Alper Turgut, Anvato provides a digital media management solution for television and live broadcasters online. The company’s media content platform(MCP) is a powerful end-to-end video publishing and monetization tool. It’s cloud-based dynamic, server-side ad insertion technology creates unmatched monetization opportunities on all mobile and connected devices. And Google seems to be interested in the same.

Headquartered in Mountain View, CA, the company has raised $2.55 million in two funding rounds, led by Oxantium Ventures. The customer base of Anvato includes big-time TV players like NBCUniversal, Univision, Scripps Networks, Fox Sports, Media General, just to name a few.

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