JWP Connatix: A New Era of Growth

JWP Connatix, a prominent player in video technology and monetization, has entered a new growth phase since the merger of Connatix and JW Player last October. The company provides clients with the necessary tools to publish and monetize video content, enabling advertisers to connect with their audiences effectively.

In this discussion, John Nardone, who became CEO in March, shares insights into the solutions JWP Connatix offers, the role of artificial intelligence in their operations, and the ongoing partnership with the New York Post and Page 6.

Q: How does JWP Connatix collaborate with its clients?

John Nardone: We support our clients in publishing and monetizing their videos through a range of solutions including video content management, on-demand streaming, live streaming, and programmatic ad monetization.

We partner with over 7,000 clients globally, engaging with major advertisers from sectors like sports, news, and entertainment, covering about 80% of key advertisers in these fields.

Q: How did the merger impact your business?

JN: In the past, JW Player focused on video infrastructure, while Connatix handled advertising monetization. We shared many clients, including the New York Post, which utilized elements from both platforms to enhance its video strategy. Now, we’ve streamlined our offerings into a single comprehensive solution that helps media owners enhance their video streaming and monetization capabilities while providing advertisers with premium content access.

Our clients want to focus on what they do best—creating great content—so offering an integrated service helps them expand their budget while maintaining quality. Both JWP and Connatix have long been dedicated to supporting the digital media sector, and that commitment continues as JWP Connatix.

Q: Can you elaborate on your partnership with the New York Post?

JN: We’ve been partnering with the New York Post for over four years. While JWP managed their online video player, Connatix powered mid-page videos on both the New York Post and Page 6. We’ve enjoyed a strong partnership, consistently looking ahead and emphasizing the quality reader experience while strategically using videos to boost engagement with both audiences and advertisers. We’re excited to keep this partnership alive, adopting a unified approach to streamline video editing and monetization technology.

Q: What led you to take the helm at JWP Connatix?

JN: My career in online advertising began from the very start, and I was involved in placing the first paid ads online through Modem Media. I joined the IAB board back in ’95. With nearly three decades in various successful ventures, I’ve always focused on leveraging new tech to disrupt the media and advertising landscape. Having worked with pioneers like JW Player and Connatix, I feel I’m in the right place with our innovative technology and expertise.

Recently, we’ve directed our efforts towards refining the company’s strategy post-merger and preparing for a future heavily influenced by AI. The demand for high-quality video is ever-increasing, and wherever our clients are—be it on the open web, social media, or YouTube—they’re keen to attract viewers.

Q: What challenges do your clients face, and how do you help?

JN: The digital publishing landscape presents numerous challenges. As consumer preferences lean towards shorter content and user-generated material, competition for attention is fierce. Additionally, AI-powered searches are radically changing how consumers find and engage with content. On top of that, the streaming revolution has upended traditional distribution and economic models. In this context, clients must adapt and make tough decisions about resource allocation.

At JWP Connatix, we alleviate some of the technological burdens by offering video infrastructure for content management and playback, along with solutions for digital rights protection and advertising monetization.

Monetization is vital for the survival of most publishers, and we’re here to simplify that process.

Q: How has video usage changed for publishers?

JN: As digital publishing continues to evolve, video has become a staple in both editing and monetization workflows. It can serve as a standalone story—like news updates or interviews—or enhance written articles by providing deeper insights. Contextual tools have also made video an effective engagement strategy.

Publishers can create curated playlists that group together articles and videos on similar topics, keeping readers engaged longer while accessing more information. This also opens up substantial advertising opportunities, allowing brands to align their messaging with publisher content to boost engagement. Plus, the rise of video-centric platforms like TikTok is encouraging publishers to explore new formats.

Q: How do you incorporate AI into your business model?

JN: Our Deep Contextual™ tool uses AI technologies like natural language processing to provide context targeting, understanding video, audio, and page context. We’ve noticed that our publishing partners are increasingly utilizing AI to enhance their workflows. For instance, AI helps analyze data and assists editors in finding relevant information to enrich their stories. We’re also using AI in our video studio products to dynamically update content, such as sports scores and stock market data, which means publishers don’t have to create entirely new videos for every update.

Q: What are your growth plans for JWP Connatix?

JN: I’m genuinely excited about JWP Connatix’s future. In the short term, we’re focused on finalizing our merger, which is nearly complete. But we have a bold innovation roadmap ahead, with plans to unveil new products and solutions that assist publishers and broadcasters in content management and distribution, as well as increasing advertising revenue. We are fortunate to have a talented team of video technicians dedicated to bringing these new opportunities to life for our clients.