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

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in