Facebook has acquired video content technology firm QuickFire Networks in a bid to improve the social network's features and video delivery.
QuickFire Networks' platform of hardware and software, which includes the use of multiple Intel Core i7 processors and graphics processing units, speeds up the encoding of online video.
Details of the deal were not disclosed, but it is likely that Facebook will integrate QuickFire Networks' custom platform into its data centres to improve the delivery of video content to millions of daily users.
The idea is that Facebook will be able to reduce buffering without needing to degrade video quality.
Facebook explained in statement to Mashable that 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 1.3 billion people who use Facebook," the firm said.
Craig Lee, chief executive of QuickFire Networks, explained on the company's website why it will be joining Facebook's corporate fold.
"We're ready to take the next step in our growth. Facebook has more than one billion video views on average every day and we're thrilled to help deliver high-quality video experiences to all the people who consume video on Facebook," he said.
"As part of this, some key members of our team will be joining Facebook and we will wind down our business operations."
The acquisition comes at a time when more social media platforms are pushing to make deeper use of video content.
Facilitating the use of more native video content on its network may put Facebook in more direct competition with YouTube.
V3 contacted Facebook for more information on the deal, but the company has yet to reply.
Finding new ways to deliver online services in a more efficient way and cut down reliance on high bandwidth follows Facebook's activity in the Internet.org campaign for increased availability of affordable internet services.
Facebook's acquisition of QuickFire Networks follows just days after the firm acquired voice recognition company Wit.ai.
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