The new solutions are designed to allow brands and their agencies can now target their video campaigns based on brand safety and content relevance analysis of the video itself, rather than text on the web page hosting the video. Advertisers can also benefit from viewability targeting based on real-time signals from the video player itself.

JW Player technology allows video to be classified on a range of data points available only to the player, including player location and viewer engagement, facilitating precise video ad targeting at scale. The products build on JW Player’s existing portfolio of video engagement and monetisation tools, which includes a patent-winning solution for video player bidding live with four partners SpotX, EMX, Telaria and PubMatic.

“We’ve harnessed this to provide advertisers with tools based on video player data for brand safety, content targeting and viewability that outperform the current page text based solutions,” explained Michael Schwalb, co-GM of advertising at JW Player. “Collectively they bring together agencies, data providers and digital media publishers to unlock the full power of video advertising.”