Facebook buys video tech startup QuickFire Networks

QuickFire's technology should help improve video quality on Facebook

15-second video ads will appear in Facebook users' feeds on the desktop and mobile devices.
15-second video ads will appear in Facebook users' feeds on the desktop and mobile devices.

Facebook is acquiring QuickFire Networks, a video processing and transcoding company that should help the social network deliver video more efficiently to its users as more of it shows up in their feeds.

QuickFire, based in San Diego, makes proprietary technology to reduce the amount of bandwidth needed to view video online without degrading its quality. The company says its transcoding service can compress videos to lower bit rates without sacrificing quality and increase video quality without increasing file size. The technology should serve a vital function for Facebook, with its site now playing host to more than 1 billion video views per day.

"Video is an essential part of the Facebook experience. We are excited to bring QuickFire Networks on board as we continue delivering a high quality video experience to the over 1.3 billion people who use Facebook," Facebook said in a statement Thursday. Financial terms of the acquisition were not disclosed.

Key members of QuickFire's roughly 20-employee team will be joining Facebook as QuickFire winds down its business operations, said QuickFire CEO Craig Lee in the company's announcement. They'll be joining Facebook at its headquarters in Menlo Park, California, as well as in Seattle.

Facebook has come to view video as a key element in its service, as more people across the Web share and consume video. Having a better video experience on its site could help Facebook draw viewing time and ad dollars away from rivals like Google-owned YouTube.

And more people are posting video to Facebook. Over the past year, the number of video posts per person, including ones from advertisers, has increased by 75 percent globally, Facebook said this week.

The growing video onslaught is also being driven partly by advertisers. Facebook started letting advertisers test video ads that play automatically in late 2013.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Typo"claiming no other email service protects its users form spam, hacking and phishing as successfully as Gmail"I'm sure Google can help...

OlliesBlog

Google to stop scanning personal Gmail accounts for ad targeting

Read more

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Latest Podcast

More podcasts

Sign in