Knapp told AdExchanger in a recent interview that the company wants "to be to TV what Cisco is to network computing." One of the questions Ooyala helps broadcasters and publishers answer is how to "maximize user retention, [knowing that] if you monetize a user too aggressively, they leave. But if you monetize them right and you retain them and you generate the highest amount of revenue, that ultimately reinforces the 'creation' side of your business, which is what everybody benefits from."
This acquisition is yet another example of an APAC telco buying a Western ad tech company. Singapore Telecommunications (Singtel) recently snapped up ad network Kontera and cross-channel advertising company Adconion to ramp up its mobile ads division Amobee. These moves recall a prediction by Richard Nunn, a former investment banker and COO of UK-based video ads platform Coull: "Over the next 18 months, you'll see some big buyers in the East buying Western-based technology businesses."
Ooyala has 330 employees and 45% of its business is international. Founded in 2007, companies that use the Ooyala Platform and services to monetize their video assets include ESPN, Univision and Yahoo Japan.