Video distribution and analytics platform Ooyala, acquired by Australian telco Telstra in August, revealed Monday it would purchase London-based video supply-side platform Videoplaza for an undisclosed sum. Read the release.
This is a critical move for Ooyala, which focuses on helping publishers run and operate their video business by managing content, metatags, encoding, content recommendation and analytics, while Videoplaza is a publisher ad server and programmatic marketplace.
Ooyala is typically used by broadcasters like ESPN and Univision to stream, analyze and monetize video content. Traditionally, however, Ooyala partnered - rather than owned - exchange-based capabilities.
"The most interesting intersection point is the kind of data we both respectively bring into this relationship," said Belsasar Lepe, Ooyala's cofounder and director of solutions. "Ooyala has always had a very good view into content, engagement and performance and Videoplaza brings the advertising component. When we look at the real benefit here, it's creating a complete, 360-degree view of the end user based on ad and content insights."
Through Videoplaza, Ooyala inherits the sell-side ad-serving platform "Karbon" (see AdExchanger coverage) as well as trading platform Konnect, which was released in early October. Videoplaza also rolled out Aunia, a private video marketplace offering for premium broadcasters to deliver and monetize IP-based content with additional controls over pricing and inventory quality.