Ooyala has acquired media asset management technology firm Nativ.

Video streaming company Ooyala described the deal for Nativ as the next step in the US-headquartered firm’s strategy of building a suite of products to deliver “the most comprehensive, data-driven personalised TV and video platform”.

Nativ’s MioEverywhere modular suite of tools includes media production, post-production, delivery and syndication workflow software.

ITV is one of the users of Nativ’s Mio Everywhere software, which is used by the broadcaster to deliver content to linear broadcast and ITV Player. Other users of the Mio platform include the Financial Times, Dolby and Audi.

Ooyala plans to operate Nativ as a stand-alone business under the Ooyala brand.

The company said that “over time” it will integrate Nativ’s technologies with its core video publishing, analytics and monetisation platform.

Ooyala president and chief executive Jay Fulcher said: “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.”

Nativ chief executive Jon Folland will remain part of the Ooyala executive team under Fulcher’s leadership.

Nativ is Ooyala’s second acquisition within the last nine months. It follows Ooyala’s purchase of video ad tech provider Videoplaza in October.

Ooyala’s range of services now includes video production, post-production, digital content services, broadcast planning and media management for both OTT and on-air content.

President of Telstra Software Group and vice chairman of the board for Ooyala Charlotte Yarkoni added: “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.”

Ooyala’s clients include Sky Sports, STV, Germany’s RTL Group and TV4 in Sweden.