Google is ramping up its media processing capabilities in the cloud with the acquisition of Anvato, a Mountainview, Calif.-based provider of video processing software, on Thursday. The terms of the deal were not disclosed.

Founded in 2011, Anvato’s platform enables large media companies and others to automate the encoding, editing, publishing and secure distribution of video content across multiple platforms, according to a blog post by Google Cloud Platform senior product manager Belwadi Srikanth.

Google Cloud Platform said that Anvato’s platform will complement its efforts “to enable scalable media processing and workflows in the cloud” and allow it to help customers in the media and entertainment industry manage their infrastructure more efficiently. While the official announcement doesn’t say it, the deal also helps support Google’s ongoing effort to bring more enterprise-level customers into its cloud ecosystem.  

“With OTT (over-the-top) adoption rapidly accelerating, the Cloud Platform and Anvato teams will work together to deliver cloud solutions that help businesses in the media and entertainment industry scale their video infrastructure efforts and deliver high-quality, live video and on-demand content to consumers on any device — be it their smartphone, tablet or connected television,” Srikanth wrote.

“We are thrilled to bring together Anvato with the scale and power of Google Cloud Platform to provide the industry’s best offering for OTT and mobile video,” Alper Turgu, Anvato CEO said in a statement. “This will allow us to supercharge our capabilities, accelerate the pace of innovation, and deliver tomorrow’s video solutions faster, enabling media companies to better serve their customers.”