Urs Holzle, vice president of operations for Google.
Photograph by David Paul Morris— Bloomberg via Getty Images
By Barb Darrow
July 7, 2016

Google is buying Anvato, a company that provides video editing and processing capabilities, to beef up its public cloud.

Anvato’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.

Now that seemingly every company wants a lot of video available on demand, video preparation and distribution technologies like Anvato’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.

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The acquisition was announced on the Google Cloud Platform blog. No terms were disclosed, but this deal is likely something that Google’s enterprise senior vice president Diane Green will be asked about next week at Fortune’s Brainstorm Tech.

Google’s (goog) move follows IBM’s purchase of Ustream earlier this year, bringing more user-created video to its SoftLayer cloud. IBM had previously bought Clearleap, an Anvato competitor. Microsoft Azure (msft) also offers digital media services, as does Amazon (amzn) Web Services, which Netflix (nflx) uses to power it’s business.

For more on digital media, watch the video:

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’ll probably see more acquisitions of digital media specialists by cloud providers going forward.

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