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Illustration: Lazaro Gamio/Axios

JW Player, a technology company that powers the videos that run on many publishers' websites, is expanding its ads business by adding three new partners to its video ad product, the company tells Axios.

Why it matters: JW Player has been used by thousands of publishers for years to reliably deliver video, but now, it wants to use that technology to help publishers more reliably deliver quality ads.

Driving the news: The company initially launched its Video Player Bidding tool last year with an exclusive partnership with SpotX, one of the biggest suppliers of video ads. As of Tuesday, it’s expanding by adding three new partners that supply ad inventory, including EMX, PubMatic and Telaria. 

  • "While video advertising is one of the fastest growing digital formats, generating millions in revenue for media companies across the globe, it is also one that is fraught with challenges and complexity," said Brian Rifkin, co-founder and head of strategic partnerships for JW Player. Rifkin hopes the new Video Player Bidding tool can solve that problem.
  • Rifkin thinks that adding new partners will bring even greater advertising demand to the media companies it serves, while giving its ad partners both access to quality publishers and the scale to reach their desired audiences. 

The big picture: This is crucial because the platforms that have that scale right now, primarily Google and Facebook, are very efficient, but sometimes surface ads against content that’s not vetted. 

Go deeper: The growing threat for advertising's biggest players

Go deeper

Updated 1 hour ago - Politics & Policy

Bipartisan tributes flood in for "giant of the Senate" Bob Dole

Then-Vice President Joe Biden and former Sen. Bob Dole at an event put on by the World Food Program where he was awarded the first “McGovern-Dole Leadership Award” in December 2013. Photo: Douglas Graham/CQ Roll Call

Republican and Democratic politicians, including former Senate colleagues, are sharing condolences and memories commemorating the life of Bob Dole, who passed away at 98 on Sunday morning.

The big picture: Dole, the Republican presidential nominee in 1996, was the longest serving Republican leader in the Senate until 2018, when current Senate Minority Leader Mitch McConnell surpassed his record,

Former Sen. Bob Dole dies

Former Sen. Bob Dole in 2019. Photo: Tom Brenner/Getty Images

Former Kansas Sen. Bob Dole passed away Sunday morning at the age of 98, the Elizabeth Dole Foundation announced in a statement.

Driving the news: Dole, a revered figure in U.S. politics and the Republican presidential nominee in 1996, served in the Senate for 27 years, including 11 years as GOP leader. Earlier this year he revealed he had been diagnosed with stage 4 lung cancer.

Movie theaters go out of style

Illustration: Sarah Grillo/Axios

Vaccination rates are going up, people are going out to restaurants again — although the new COVID variant may get in the way — but they still aren't rushing back to the movies.

By the numbers: Some 49% of pre-pandemic moviegoers are no longer hitting theaters, according to a study from the film research company The Quorum, as reported by the New York Times.