Google Buys Startup to Stuff More Video Into Its Cloud

Barb Darrow

<p><a href="https://fortune.com/company/alphabet/" target="_blank">Google</a> is buying <a href="http://www.anvato.com/about/company/">Anvato</a>, a company that provides video editing and processing capabilities, to beef up its public cloud.</p><div class="paywall-selector"></div><div class="paywall">
<p>Anvato&#8217;s media services let customers like NBCUniversal (NBC), CBS Local Media, Cox Media, Bravo, and Telemundo encode, edit, and distribute video to iOS (AAPL), Android, desktop and connected devices.</p>
<p>Now that seemingly every company wants a lot of video available on demand, video preparation and distribution technologies like Anvato&#8217;s are a big deal. Making sure that video displays correctly on various screens and runs smoothly is a key concern that companies like it address.</p>
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<p>The acquisition was announced on the <a href="https://cloudplatform.googleblog.com/2016/07/welcome-Anvato-to-the-Google-Cloud-Platform-team.html">Google Cloud Platform blog</a>. No terms were disclosed, but this deal is likely something that Google&#8217;s enterprise senior vice president Diane Green will be asked about next week at <em>Fortune&#8217;s</em> <a href="http://www.fortuneconferences.com/brainstorm-tech-2016/">Brainstorm Tech. </a></p>
<p>Google&#8217;s (GOOG) move follows <a href="https://fortune.com/2016/01/21/ibm-confirms-ustream-purchase-forms-cloud-video-unit/">IBM&#8217;s purchase of Ustream</a> earlier this year, bringing more user-created video to its SoftLayer cloud. <a href="https://fortune.com/company/ibm/" target="_blank">IBM</a> had previously bought <a href="https://fortune.com/2015/12/08/ibms-shopping-spree-continues/">Clearleap</a>, an Anvato competitor. <a href="https://azure.microsoft.com/en-us/services/media-services/">Microsoft Azure</a> (MSFT) also offers digital media services, as does <a href="https://fortune.com/company/amazon-com/" target="_blank">Amazon</a> (AMZN) Web Services, which <a href="https://fortune.com/company/netflix/" target="_blank">Netflix</a> (NFLX) uses to power it&#8217;s business.</p>
<p style="text-align:center;"><em>For more on digital media, watch the video:</em> <div class="vodvideocontainer" style="position: relative; padding-bottom: 56.25%;"><iframe src="//fortune.com/videos/embed/aee87ce5-4579-49b2-b008-ccd6b8b0c412" style="position: absolute; top: 0; left: 0; width: 100%; height: 100%; overflow: hidden;" scrolling="no" frameborder="0" allowfullscreen></iframe></div></p>
<p>Storing, processing, and distributing video is a resource-intensive job and a great showcase for the public cloud providers that amass the large stockpiles of servers, storage, and networking. This is why we&#8217;ll probably see more acquisitions of digital media specialists by cloud providers going forward.</p></div>

Google bought Anvato, a specialist in digital media prep and distribution, to beef up Google Cloud Platform's media talents.

Google Snaps up Anvato To Stuff More Video Onto its Cloud

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Anvato helps prepare, edit, and distribute media to screens of all sizes.

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