The acquisition by Ooyala, a video, analytics and advertising technology provider, expands the company’s Ooyala’s technology stack into video production, pre-production and broadcast planning for hybrid OTT and on-air video services.
Under the deal, Ooyala plans to operate Nativ as a stand-alone new line of business under the Ooyala brand, and over time it will integrate Nativ’s technologies with its core video publishing, analytics and monetisation platform.
The US-based Ooyala acquired Europe’s top video ad tech provider Videoplaza, last October, and Jay Fulcher, president and chief executive officer says the Nativ acquisition is the next step in Ooyala’s multi-phase strategy to deliver the most comprehensive, data-driven personalised TV and video platform that will power the next generation of television.
Fulcher says the acquisition comes at a pivotal time for the industry, as the traditional systems for managing media workflow for on-air content delivery are undergoing major transformation, in the same way that media delivery and monetisation solutions are transforming into more open, modular, cloud-based systems.
“The new TV marketplace can’t be serviced by legacy broadcast business systems. New data-driven technologies and services will transform the way broadcasters, media companies and brands operate in the era of multi-screen consumption.
“A transformation of this scale represents massive opportunity for the innovators that can drive new, future-proofed standards. Nativ’s Mio platform puts Ooyala even further at the forefront of providing a true end-to-end platform that can serve all video business needs end to end, from production through to monetisation.”
Ooyala says the Mio platform is used by some of the world’s top content owners and brands, and is an extremely powerful platform that automates many laborious processes in content production and packaging, designed to manage content more intelligently and drive down costs at every stage of the TV supply chain.
Charlotte Yarkoni, president of Telstra Software Group and vice chairman Ooyala, said, “Combining Nativ’s technology and team with Ooyala is a big step forward in executing our shared vision for a consolidated, global leader in personalized cloud TV and video.
“Nativ opens a lucrative new line of business for Ooyala. Following its acquisition of Videoplaza last October, it provides key media management and broadcast planning technologies that will extend the reach and power of its video, analytics and advertising offerings. Ooyala will stand out as a trusted provider who can meet the needs of broadcasters and media companies every step of the way.”
Nativ CEO Jon Folland said becoming part of Ooyala enables the company to “catapult our business into a new phase of rapid growth, at global scale.”
“We have a very strong shared vision for enabling the world’s broadcasters and media companies to more easily, and more profitably, adapt to the major shifts in TV industry technologies and business models.
“With the backing of Telstra and their commitment to making the ongoing investments to support a rapid pace of innovation, we are now best in class in both stand-alone media logistics software and comprehensive, data-driven cloud TV.”