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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in