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JW Player expands monetisation in EMEA

Published: 20 Aug 2020

New York and London - 11 August, 2020:  JW Player, the world’s largest independent video platform, is growing its monetisation offering with the appointment of Elliot MacNay.  Based in EMEA, he will work with local advertising agencies and brands to drive more Video Ad Targeting revenue to the 12,000+ premium publishers using JW Player’s video technology. 

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. 

MacNay brings a decade of advertising experience working previously at publishers and platforms.  He joins 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. 

Michael Schwalb, GM of Advertising at JW Player, explains, “Elliot MacNay is a proven self-starter having built video demand teams in previous roles. 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’.” 

Elliot MacNay, Advertising Demand Lead at JW Player EMEA, adds, “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.” 

More than 12,000 publishing sites use JW Player technology to stream, play, engage and monetise video on their sites, powering over 10 billion monthly plays.  Last month the company added Index Exchange to its list of partners tapping its patented Video Player Bidding solution, alongside PubMatic, SpotX, EMX and Telaria.   In addition, the company partners with Oracle and comScore to deliver industry leading video ad targeting.  

To find out more go to  

About JW Player: JW Player pioneered video on the web over a decade ago and continues to innovate as the world’s largest network-independent platform for video delivery and intelligence. Media companies including Fox, VICE, Insider Inc., and Univision, in addition to hundreds of thousands of creators of all types and sizes, rely on JW Player to deliver and monetize their content across all devices. JW Player’s massive global footprint of over 2 billion unique devices creates a powerful data graph of unique consumer insights and generates billions of incremental video views. The company is headquartered in New York, with offices in London and Eindhoven, visit

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