Time Warner Investments, the strategic investing arm of Time Warner Inc., has moved forward with $15 million worth of funding for Conviva Inc, a video-quality-optimization and advanced-analytics solution provider focused on viewer experience.

Conviva says it will use the infusion to grow its international markets and to expand staff. The company’s also explains that its technology “is unique in its viewer-specific approach to raise the quality of online viewing, eliminating buffering, stuttering and stalling. Using viewer-side statistics, Conviva can preemptively adjust the video bit rate and stream source before an interruption occurs. Conviva also provides this statistical insight in real-time to its customers to provide the most in-depth look into how their video is performing and impacting viewer engagement.”

“Conviva’s online video analytics and optimization solutions have become key enabling technologies for several of our businesses’ TV Everywhere initiatives, including HBO GO,” comments Scott Levine, managing director at Time Warner Investments. “Conviva is the leader in the preemptive video stream optimization and video-specific analytics space, and we hope this round of funding will fuel their fast growth.”

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Commentary by Steve Effros The term estimate is defined in the dictionary as a “rough approximation,” or “to judge tentatively.” In other words, a guess. It boggles my mind that because Netflix

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