Video ad tech company Ooyala has bought London-based startup Nativ, which provides cloud-based media logistics and workflow software and services for media production, delivery and workflow.

The acquisition is Ooyalas second within nine months, following its purchase of video ad tech provider Videoplaza in October, which occurred shortly after Ooyala itself was bought by Australian telecoms company Telstra.

The acquisition of Nativ expands Ooyalas technology stack into video production, post-production and broadcast planning for hybrid over-the-top and on-air video services, enabling it to manage video content end-to-end and across multiple devices.

“The new TV marketplace cant be serviced by legacy broadcast business systems,” said Jay Fulcher, president and CEO at Ooyala. “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. Nativs 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 monetisation.”

The Mio platform includes capabilities for managing multiscreen ad campaign workflows and sophisticated data management, enabling companies to model, gather and manage data across their entire value chain.

“For Nativ, becoming part of Ooyala enables us to catapult our business into a new phase of rapid growth, at global scale,” said Jon Folland, CEO of Nativ, who will remain part of the Ooyala executive team. “We have a very strong shared vision for enabling the worlds broadcasters and media companies to more easily, and more profitably, adapt to the major shifts in TV industry technologies and business models.”