YouTube, the video service of Google Inc (NASDAQ:GOOG) (NASDAQ:GOOGL) acquired Directr, a mobile video-editing start-up to boost its advertising initiatives.

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Acquisition allows YouTube to provide video tools for producers

Directr enables users to shoot and edit short video clips through its iOS app. According to YouTube, acquiring the mobile-video editing startup would enable it to provide producers with tools to create better videos.

YouTube confirmed the acquisition in a post on Google+, which reads: “Directr is joining the YouTube ads team, where they’ll help us make it easier for advertisers to create and upload awesome videos.”

According to YouTube, there will be no other immediate changes to the services of Directr aside from making the app free for iOS users.

On the other hand, Directr said, “Our small band of scrappy film lovers set out two years ago to help regular folks make a great video. Today we are incredibly excited to take the next step on that journey and announce that we are joining the video ads team at YouTube.”

YouTube did not disclose the terms of the acquisition. Observers in the technology industry suggested the possibility that it paid a modest amount for Directr citing the reason that it only raised $1.7 million funding from several investors– Boston Seed Capital, Nextview Ventures, Advancit Capital and individual investors led by Alexis Ohanian, co-founder of Reddit.

YouTube joins Netflix in blaming ISPs for slow connections

Separately, YouTube joined Netflix, Inc. (NASDAQ:NFLX) and Google Inc (NASDAQ:GOOG) (NASDAQ:GOOGL) in blaming internet service providers (ISPs) for slow connections, which cause the buffering or interruptions in video streaming.

YouTube started displaying pop-up messages inviting users to click it and find out why the videos they are watching are experiencing are buffering.

Google recently acquired Emu

Yesterday, Google Inc (NASDAQ:GOOG) (NASDAQ:GOOGL) acquired Emu, a mobile texting app with built-in virtual assistant.

Emu uses artificial intelligence—machine learning and natural language processing to understand messages and adds important information to help users organize their schedule, share their location in real time or set reminders to do something.

Google Inc (NASDAQ:GOOG) (NASDAQ:GOOGL) did not disclose the terms of the deal and decided to shut down Emu app following the acquisition. The Emu app will no longer exist at the App store effective August 25. The Emu team will join the search engine giant.