JW Player, SpotX ink header bidding partnership | Ad Tech | News | Rapid TV News
By continuing to use this site you consent to the use of cookies on your device as described in our privacy policy unless you have disabled them. You can change your cookie settings at any time but parts of our site will not function correctly without them. [Close]
Creative software provider JW Player has launched Video Player Bidding with ad tech specialist SpotX, in a 12-month exclusive partnership.

The solution allows JW Player’s publisher customer base to access SpotX’s demand marketplace, as well as its ad serving capabilities.

Header bidding is the practice by which publishers can simultaneously garner bids for ad impressions from multiple demand sources at once, before calling the ad server. As more marketers have adopted programmatic media buying strategies, publishers have learned that traditional, waterfall-based methodologies prevent them from maximising inventory rates. This shift began in display advertising, and publishers leveraging header bidding have experienced greater yield on their ad inventory. However, the potential of header bidding has yet to be fully realised in digital video due to the difficulty of implementation and fragmented nature of the marketplace.

Video Player Bidding streamlines the entire header bidding process by combining JW Player’s global publisher footprint with SpotX’s advertising technology solutions. Any eligible publisher that uses JW Player and meets SpotX’s brand safety and verification requirements can reap the benefits of Video Player Bidding with SpotX, by enabling the integration with a single click within JW Player’s interface; no additional code or developer resources are necessary.

“JW Player develops leading-edge software for the world’s top publishers and content creators,” said Brian Rifkin, co-founder and SVP, Strategic Partnerships, at JW Player. “When we developed the Video Player Bidding product, we surveyed the market to find a market-leading partner who could bring significant, immediate demand to our publishers and chose SpotX. We are excited about the value that this will unlock across the ecosystem.”

By integrating directly into the video player, the ad decision is made server-side before a viewer hits play, reducing latency, leading to higher fill rates and greater ad revenue. Buyers can also access video metadata (such as content data) before they bid. Additionally, publishers will have server-side access to 65+ DSPs, driving demand and giving advertisers access to premium inventory that was previously unavailable.

“We firmly believe that close collaboration and joint development between two video-first technology companies is exactly what the industry needs, and we’re thrilled to be partnering with JW Player’s talented team,” said Sean Buckley, chief revenue officer at SpotX. “Publishers will finally have a more efficient header bidding solution for video, and will be empowered to monetise effectively without the hassles they may have experienced in the past.”

Penske Media Corporation, owner of various media properties including Rolling Stone and Variety, is one of the first publishers testing Video Player Bidding.