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Enterprise-level video service Ooyala has acquired ad technology startup Videoplaza, the companies announced today. The financial terms of the deal were not disclosed.

Videoplaza specializes in delivering streaming video advertising across multiple devices and competes with the likes of Comcast-owned Freewheel and Facebook-owned LiveRail. The London-based startup primarily operates within Europe, which makes the acquisition deal with Ooyala a good fit as it can now begin to enter the U.S. market.

And with advertisers increasing turning their attention to video rather than other methods of ad promotion, Ooyala’s purchase makes perfect sense. Ooyala — which offers video hosting, transcoding, content analytics, and more — said it plans to integrate Videoplaza’s technology into its own as a way to get in front of the growing video ad industry. (This is especially true given that Ooyala has several traditional TV/media companies using its services. Now Ooyala can offer them the option of video advertising services as well.) Yet for now, Videoplaza will continue operating independently.

While Ooyala didn’t disclose the purchase price, Videoplaza previously raised $17.4 million in funding from Qualcomm Ventures, Innovacom, Creandum, Northzone, and others.

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