JW Player partners with Oracle for ad targeting

Independent video platform JW Player has signed a deal with Oracle Data Cloud to strengthen its video ad targeting solution.

The company said that technical limitations had previously prevented marketers from delivering effective  context-driven video advertising at scale – an issue that this integration looks to solve by providing transparency across video formats.

The integration combines Oracle’s machine-learning video context with JW Player’s content inventory to allow brands to find content that is more relevant and suitable for their digital video audiences.

Michael Schwalb, co-GM of advertising at JW Player, said: “I think there have been a lot of missed opportunities. 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 one 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.”

Kurt Kratchman, GVP, product development at Oracle Data Cloud said: “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.

“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.”