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JW Player Taps Oracle Data Cloud to Provide Contextual Advertising, Brand-Safety Solutions

Published: 03 Feb 2020

New York, NY – February 3, 2020 – JW Player, the world’s largest independent video platform, today announced an integration with Oracle Data Cloud to strengthen JW Player’s video ad targeting solution, ensuring brands have the most relevant and suitable inventory for their customers. In recent years, technological limitations in existing solutions have made it difficult for marketers to deliver safe and effective context-driven video advertising at scale.  This integration enhances the JW Player solution by providing transparency across video formats for brands who are increasingly focused on contextual targeting for reach, impact, and regulatory compliance.  

“I think there have been a lot of missed opportunities,” said Michael Schwalb, Co-GM of Advertising at JW Player. “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.” 

A gradual shift across the industry’s landscape has accelerated the adoption of contextual targeting by marketers. Together, JW Player and Oracle’s collaboration adjusts to the changing trends by combining Oracle’s industry-leading, machine-learning video context with JW player’s unrivaled inventory of quality video content. This solution enables brands to use Oracle’s contextual intelligence segments to find JW Player inventory that is more relevant and suitable for their digital video audiences. 

“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,” said Kurt Kratchman, GVP, Product Development at Oracle Data Cloud. “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.” 

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

About Oracle Data Cloud
Oracle Data Cloud helps marketers use data to capture consumer attention and drive results. Used by 199 of AdAge’s 200 largest advertisers, our Audience, Context and Measurement solutions extend across the top media platforms and a global footprint of more than 100 countries. We give marketers the data and tools needed for every stage of the marketing journey, from audience planning to pre-bid brand safety, contextual relevance, viewability confirmation, fraud protection, and ROI measurement. Oracle Data Cloud combines the leading technologies and talent from Oracle’s acquisitions of AddThis, BlueKai, Crosswise, Datalogix, Grapeshot, and Moat. 

About Oracle

The Oracle Cloud offers a complete suite of integrated applications for Sales, Service, Marketing, Human Resources, Finance, Supply Chain and Manufacturing, plus Highly Automated and Secure Generation 2 Infrastructure featuring the Oracle Autonomous Database. For more information about Oracle (NYSE: ORCL), please visit us at

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