Cloudinary provides a cloud-based platform for managing images and videos used in websites and applications.[2][3] The platform is used to automate media workflows and support collaboration on digital assets.[4] In 2024, Cloudinary added AI tools to improve image compression and quality across devices and formats. The company also expanded support for the JPEG XL standard,[5][6] and adopted industry standards such as Content Credentials (C2PA) to address concerns around media authenticity.[7]
History
Cloudinary was founded in 2012 in Israel[8] by Itai Lahan (CEO), Tal Lev-Ami (CTO), and Nadav Soferman (CPO).[9] Cloudinary grew organically, building a profitable SaaS service, without venture capital funding.[10]
In 2015, Cloudinary opened its U.S. headquarters in Palo Alto, California, and added video management to its services.[11] In the same year the company received a secondary investment from Bessemer Venture Partners (BVP),[12] which was BVP's 100th investment in cloud companies.[13]
In 2019, the company moved to Santa Clara, California, and launched tools for responsive image breakpoint generation.[14] The company also collaborated with researchers at Google to create the image format JPEG XL, which improves image compression and rendering.[5][15][16]
On 7 April 2020, Cloudinary launched a WordPress plug-in for picture and video processing.[17] In August 2020, Salesforce Ventures invested in Cloudinary.[citation needed]
In 2021, Cloudinary introduced Cloudinary Labs, a division focused on developing new technologies in visual media. Initial projects from the lab include MediaFlows, Media Inspector and ServiceWorker.[citation needed] In the same year, Cloudinary joined the MACH Alliance, a non-profit advocacy group calling for openness in technology ecosystems.[18]
In 2022, Blackstone participated in a secondary investment, a transaction worth more than $100 million and pushed the company's valuation to $2 billion.[19][20][21] In the same year, Cloudinary also acquired the software company Indivio for an undisclosed amount.[15] Indivio's products allowed for the creation and delivery of video campaigns.[22]
As of 2022, the company manages more than 50 billion assets for almost 10,000 customers worldwide. Customers include brands such as NBC, Grubhub, Bombas, Peloton, and Petco.[19]
In 2023, company launched its New Ventures initiative, a project focused on using technological advancements and immersive experiences.[23][24] Cloudinary simultaneously announced Final Touch, the first product produced by the New Ventures initiative.[24]
The company moved into its current San Jose headquarters in 2024.[1]
Recognition
In 2023, Cloudinary was named to the Forbes Cloud 100 list for the sixth consecutive year.[25] Also in 2023, the company was awarded the Amazon Web Services (AWS) Advertising and Marketing Technology Competency in the category of Digital Customer Experience[citation needed] and also named to the Inc. Power Partner list.[26]
