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

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Ilhan Omar wins Minnesota primary

Photo: Stephen Maturen/Getty Images

Rep. Ilhan Omar (D-Minn.) won the Democratic primary against lawyer Antone Melton-Meaux on Tuesday evening, AP reports.

Why it matters: The race is one that's played out across the U.S. as progressives continue to sweep party nominations. Omar's win officially means all four progressive members of "The Squad" have won their primary elections.

Updated 2 hours ago - Politics & Policy

25 face felony charges after downtown Chicago hit by looters

Police officers inspect a damaged Best Buy in Chicago that was looted and vandalized. Photo: Scott Olson/Getty Images

Local police officers are seeking felony charges in 25 cases following the arrest of 100 people in the wake of widespread looting and property damage in Chicago on Monday, per the Washington Post.

Driving the news: Law enforcement said the event involving hundreds of people was a coordinated response after an officer shot a suspect Sunday evening, according to CBS Chicago.

Marjorie Taylor Greene wins Georgia's 14th district runoff

Photo: Elijah Nouvelage / Getty Images

Gun-rights activist Marjorie Taylor Greene defeated physician John Cowan in a runoff election for the Republican nomination in Georgia's deep-red 14th Congressional District on Tuesday, AP reports.

Why it matters: Greene, a vocal QAnon conspiracy theorist who has been condemned by GOP leaders for making multiple offensive remarks about Black people, Jews and Muslims in Facebook videos, is likely to win a seat in the House come November.