JW Player Taps Oracle Data Cloud to Provide Contextual Advertising, Brand-Safety Solutions

Press Release 2 min read | Feb 4, 2020 | newbreed


Integration Enables Brands to Place Relevant and Suitable Ads Using Oracle’s Contextual Intelligence Segments Across Publishers leveraging JW Player’s Video Platform

New York, NY (February 12, 2018) — New York, NY – February 3, 2020 – JW Player, the world’s largest independent video platform, today announced an integration with Oracle Data Cloud to strengthen JW Player’s video ad targeting solution, ensuring brands have the most relevant and suitable inventory for their customers. In recent years, technological limitations in existing solutions have made it difficult for marketers to deliver safe and effective context-driven video advertising at scale.  This integration enhances the JW Player solution by providing transparency across video formats for brands who are increasingly focused on contextual targeting for reach, impact, and regulatory compliance.   

“I think there have been a lot of missed opportunities,” said Michael Schwalb, Co-GM of Advertising at JW Player. “If you’re an advertiser who wants to reach people who are cooking enthusiasts, and the cooking video they are watching happens to live on USA Today, you might not reach those people if the text content on the page doesn’t include the right keywords or terms. As the number 1 source of video views on the web, powering billions of views every month across the digital media sites worldwide, JW Player has unrivaled insight into digital video consumption. We’re excited to be working with Oracle to provide solutions for video targeting and brand safety that advertisers have been missing.”

 A gradual shift across the industry’s landscape has accelerated the adoption of contextual targeting by marketers. Together, JW Player and Oracle’s collaboration adjusts to the changing trends by combining Oracle’s industry-leading, machine-learning video context with JW player’s unrivaled inventory of quality video content. This solution enables brands to use Oracle’s contextual intelligence segments to find JW Player inventory that is more relevant and suitable for their digital video audiences.

“We’ve recognized that both contextual targeting brand safety are no longer nice-to-have solutions for the big-brands, rather they are becoming a central focus for marketers today,” said Kurt Kratchman, GVP, Product Development at Oracle Data Cloud. “That’s why we’re bringing our technologies together to offer a unique solution to the programmatic open web. It’s critical for brands to be able to buy video inventory at scale and trust the accuracy from both a brand-safety perspective and a positive contextual targeting perspective.”


For more information on how to get started, reach out to a JW Player representative here.