Google buys Anvato, ups its cloud media solutions

Google seems to be on a shopping spree! After acquiring French image recognition company, Moodstock, Google has announced the purchase of video software platform, Anvato. With this acquisition, Google is aiming at cementing its Cloud Platform offerings and scale its efforts in media processing and workflows on the cloud. However, the details and amount of the deal remain undisclosed. California based Anvato claims to automate the encoding, editing, publishing and secure distribution of video content across multiple platforms. And post-acquisition will continue providing video processing software solutions for pay TV operators, programmers, broadcasters and live event producers. Up and running on Google’s Cloud Infrastructure, the company claims that Anvato will serve as a monetizing platform for broadcasters and deliver over-the-top (OTT) technology to enhance media content and distribution for companies like NBCUniversal, CBS and Fox Sports. Alper Turgut, CEO, Anvato in a company blog post said:
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.
Google also states that it is planning to increase customer engagement and recruit more media companies to its cloud platform, and with the acquisition, will compete with other enterprise storage providers for media business like Amazon Web Services and Microsoft Azure. Belwadi Srikanth, Senior Product Manager, Google Cloud Platform, said:
With OTT 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.
Srikanth further added that the Google Cloud Platform team is committed to helping its customers in the media and entertainment industry, manage their infrastructure more efficiently, provision servers and networks at rapid scale and remove unnecessary overhead.

Abhinav Mohapatra

An author who has a keen interest for the ‘off-beat’ <!--more-->An author who has a keen interest for the ‘off-beat’, he has covered and explored multiple facets of the marketing, advertising

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