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Google Cloud Platform gains video software company Anvato after acquisition

In an effort to expand its offerings in cloud-based video processing, Google announced this week that it has acquired Anvato, a video-software platform (no, not Aviato, if that sounds oddly familiar).

Anvato positions itself as “the only video platform that guarantees video playback and monetization from signal to every screen.” This has allowed the company to provide its platform to companies — including NBC Universal, Fox Sports, Univision, and more — that pursue multiscreen live-streaming, video publishing, live- and video-on-demand distribution, and monetization strategies, according to its website.

Google announced in a blog post Thursday that Anvato would join the Google Cloud Platform team to “complement our efforts to enable scaleable media processing and workflows in the cloud.”

With these advances, Google hopes to help its customers in the media and entertainment industry better manage their infrastructure, “provision servers and networks at rapid scale, and remove unnecessary overhead,” senior product manager Belwadi Srikanth wrote in the post.

Related: Google creates a cloud-based machine learning program that everyone can use

Details on the deal between Google and Anvato have not been released by either party, but Google said on its blog post that it’ll share more information in the coming months.

On a deeper level, Google’s post outlined the manner in which cloud technology is evolving how video content is both produced and distributed across devices, as well as how users are consuming it. Utilizing over-the-top (OTT) technologies will be key to Google and Anvato’s effort to provide this kind of high-quality content to users on an array of connected devices.

“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 wrote.

Related: Apple signs deal to power part of iCloud with Google Cloud Platform

In a parallel note on Anvato’s site, CEO Alper Turgut said Anvato will continue to deliver its services to clients on the Google Cloud Platform Infrastructure, taking advantage of the resources of its new parent company.

“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,” Turgut wrote. “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.”