JW Player expands EMEA monetisation effort | Ad Tech | News | Rapid TV News
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Aiming to accelerate its strategy to help advertisers target digital video advertising for publishers at scale using its online video technology, JW Player has appointed Elliot MacNay as Advertising Demand Lead in the EMEA region.

JW player MacNay 10 Aug 2020MacNay brings a decade of advertising experience working previously at publishers and platforms. He joins JW Player from Zeotap and prior to that worked in video demand for EMX, part of the Engine Group, driving agency and brand sales across Northern Europe. This followed a year at Outbrain also working with brands and agencies and stints at publishers including Time Out and Thomson Local.

Earlier this year JW Player launched new advertising solutions to improve the effectiveness of digital video advertising campaigns. Each video served on a publisher using JW Player technology is classified on a range of data points available only to the player, including player location and viewer engagement. This facilitates precise video ad targeting at scale. In addition, JW Player enables targeted programmatic advertising based on brand safety and analysis of the content of video.

Reporting into the GM of Advertising at JW Player, Michael Schwalb, MacNay will promote these products to advertisers whilst working with the regional team to ensure publisher revenue is maximised. He will work with local advertising agencies and brands to drive more video ad targeting revenue to the more than 12,000 premium publishers using JW Player’s video technology.

“Elliot MacNay is a proven self-starter having built video demand teams in previous roles,” said Schwalb, commenting on the appointment. “He brings solid experience - including the publisher-side perspective - and a network of strong advertiser-side contacts across EMEA. He will work with the team to surface new opportunities for video ad buyers to improve the reach and performance of their campaigns whilst addressing the issues created by regulatory changes and the deprecation of third-party cookies.”

For his part, MacNay, added: “JW Player is a leader in the video landscape and has built significant presence across EMEA working hand-in-hand with publishers to maximise the video on their site. The unique data points and scale across the JW Player network of publishers could be game-changing for agencies and brands in EMEA, as this just does not exist elsewhere in the video landscape. I’m excited to build a team helping holding groups and brands benefit from these opportunities and real-time insights, whilst optimising the advertising revenue publishers can make from video advertising.”