Publishers and broadcasters like ITV also use Nativ’s multiscreen ad platform Mio to manage things like content versioning and syndication, and to determine who tuned in on what platform.
With the addition of Nativ's 30 employees, Ooyala now has 550 employees globally, with a particular strong presence in EMEA, given Videoplaza’s European roots and Nativ’s UK footprint. According to an IAB report issued Monday, £1 billion in ad spend is traded programmatically in the UK.
Wilner sees huge growth in the UK in particular, as its citizens move to over-the-top or IP-based TV. He noted UK broadcast powerhouses like British Sky Broadcasting and the BBC are distributing more video content digitally.
“You see the largest player in the market with a terrific offering that people are increasingly viewing on different devices,” Wilner said. “The market is vibrant.”
Ooyala’s purchase of Nativ comes less than a year after it was itself bought by Australian telco Telstra.