Ooyala, a video, analytics and advertising technology provider, has acquired Nativ, a provider of cloud-based media logistics and workflow software and services.
The Telstra subsidiary said Ooyala will benefit from Nativ’s media software called MioEverywhere as it removes the cost and complexity of creating, managing and delivering content in the cloud. Nativ is the second acquisition within the last nine months for Ooyala.
Last October, Ooyala purchased Videoplaza, a video ad tech provider in Europe. The main strategy of Ooyala is to deliver the data-driven personalized TV and video platform that will power television.
Ooyala will be adding Nativ’s media logistics platform MioEverywhere to its personalized TV and video offerings. Ooyala’s technology stack now extends to video production, post-production, digital content services, broadcast planning and media management for both OTT and on-air content.
ITV, Audi, Vubiquity, Dolby and the Financial Times (FT) use the Mio platform that automates many business critical processes in content production and packaging.
Ooyala plans to operate Nativ as a new business under the Ooyala brand, selling the Mio platform as a stand-alone product or built into Ooyala’s existing technology suite. It will integrate Nativ’s technologies with its core video publishing, analytics and monetization platform.
Jay Fulcher, president and chief executive officer for Ooyala, said: “New data-driven technologies and services will transform the way broadcasters, media companies and brands operate in the era of multi-screen consumption.”
The Mio platform includes a module for management of multiscreen ad campaign workflows, and a data management module that gives companies the ability to model, gather and manage data across their entire value chain.