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Video Transcoding And Optimization For Web With ffmpeg Made Easy. The first decision is whether to deploy a video processing and delivering pipeline for a small to medium web business intensive in media like an ecommerce. In this short article, I follow the main steps of video transcoding and optimization for the web. I share basic tips and examples to consistently automate these processes using ffmpeg, a powerful and open source package. The following tips are intended to deliver progressive videos in HTML5 without the need of any javascript viewer.