Wurl
Wurl operates a B2B SaaS platform that distributes, monetizes, and advertises CTV and FAST channel content across 60+ global streaming platforms, serving content publishers, streamers, brands, agencies, and programmatic partners with AI-powered scene-level contextual targeting and exclusive demand access via parent AppLovin.
- Company typePrivate
- Founded2011
- HeadquartersPalo Alto, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Wurl does
Wurl operates a B2B SaaS platform purpose-built for the Connected TV (CTV) and Free Ad-Supported Streaming TV (FAST) ecosystem, serving three distinct customer groups: content publishers and streamers seeking distribution and monetization, brands and agencies seeking premium CTV inventory with precise targeting, and programmatic partners (DSPs/SSPs) seeking scaled access to ad-supported streaming supply. Founded in 2011 and headquartered in Palo Alto, California, Wurl has been a wholly-owned subsidiary of AppLovin Corporation (NASDAQ:APP) since 2022. The platform is organized around three core solutions: Global FAST Pass (channel origination, scheduling, transcoding, server-side ad insertion, and distribution to 60+ streaming platforms), AdPool (CTV ad monetization with exclusive AppLovin demand access), and Wurl Advertising (scene-level contextual targeting across 110B+ monthly available impressions). The company also operates sub-products BrandDiscovery, Moment Match, and ContentDiscovery for contextual targeting and AI-powered viewer acquisition.
The underlying technology centers on a proprietary large language model (LLM) that analyzes video content scene-by-scene, classifying dialog, sounds, and imagery in real time across 70+ contextual attributes spanning emotion, genre, and brand safety. This AI capability is the foundation for differentiated products including emotion-based ad targeting (Joy, Anger, Surprise), scene-level contextual matching, and predictive viewer acquisition. The platform supports programmatic access via OpenRTB (oRTB) and VAST tag integrations, with integration partners including IRIS.TV, KERV.ai, Peer39, Viant, Transmit, Innovid, and SpringServe. Wurl reports operational scale of 6B+ monthly hours of viewing and 110B+ monthly available CTV impressions distributed across partners including Roku, Samsung TV Plus, LG, Vizio, Plex, Xumo, and Freevee.
The business model combines recurring channel-based subscription fees (per-channel monthly pricing for Global FAST Pass), ad monetization take rates (transaction fees on AdPool-served impressions), advertising technology services (programmatic spend managed through Wurl Advertising), and professional services (programming strategy consulting). The company pursues an enterprise field sales go-to-market complemented by major industry event sponsorship (Cannes Lions, StreamTV Show as title sponsor, Advertising Week New York, MIPCOM, IAB VLS). Named enterprise customers and partners include PFL, Cineverse, Scripps, A+E Networks, Tastemade, VideoElephant, PMG, Mindshare, Publicis, Zenith, NBCUniversal, Warner Bros, Discovery, AMC Networks, FOX, BBC, and Bloomberg. Leadership comprises CEO Dave Bernath (appointed August 2025), CTO Yuval Fisher, and various regional and functional VPs.
Wurl firmographics
Firmographics- Name
- Wurl
- Legal name
- Wurl, LLC
- Website
- https://wurl.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Wurl operates a B2B SaaS platform that distributes, monetizes, and advertises CTV and FAST channel content across 60+ global streaming platforms, serving content publishers, streamers, brands, agencies, and programmatic partners with AI-powered scene-level contextual targeting and exclusive demand access via parent AppLovin.
- Ownership category
- akta.pro rank
Wurl industry classification
Industry- Product category
- CTV Advertising Technology
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)
- SIC
- Services-Motion Picture & Video Tape Distribution (7822)
- akta.pro primary industry
- Ad Tech for OTT (SSAI/CSAI, Ad Decisioning, Measurement) (MPAHAJAG)
- akta.pro secondary industries
- FAST Linear Streaming Channels (Ad-Supported) (MPABAHAD), Connected TV (CTV) & OTT Performance Advertising (BPAFACAG)
Keywords
Where Wurl is headquartered
LocationHeadquarters
- HQ city
- Palo Alto
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Wurl business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Platform/SaaS Fees (FAST Channel Distribution): Wurl charges publishers a monthly fee per channel for distribution across 50+ global streaming platforms via Global FAST Pass. This includes CDN usage fees for DTC streamers and flat connector fees for headend streamers. Revenue is recurring based on channel count and usage.
- Ad Monetization Commission: AdPool connects publishers to programmatic demand from DSPs, SSPs, and exclusive demand from AppLovin Network. Wurl earns a take rate/commission on ad revenue generated through the platform. Publishers achieve higher fill rates and ad yield through access to differentiated demand.
- Advertising Technology Services: Wurl Advertising provides scene-level targeting and premium CTV inventory access to brands and agencies. Revenue derived from programmatic ad spend managed through the platform, with fees based on impressions delivered and targeting capabilities activated.
- Professional Services (Scheduling & Strategy): Wurl offers full-service scheduling support and programming strategy consulting as an add-on service, helping publishers optimize their FAST channels for viewership and revenue growth.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Channel-based subscription with unlimited platform distribution |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Wurl product offering
Product offeringCore offering
Wurl operates a B2B technology platform that powers distribution, monetization, and advertising on Connected TV (CTV). Its Global FAST Pass enables content publishers to launch and distribute Free Ad-supported Streaming TV (FAST) channels across 60+ streaming platforms. AdPool provides CTV ad monetization with differentiated demand access, while Wurl Advertising delivers scene-level contextual targeting across 110B+ monthly CTV impressions using proprietary LLM-based content analysis.
Product overview
Wurl operates as a comprehensive CTV (Connected TV) distribution and monetization platform organized around three core solutions: Wurl Advertising (scene-level ad targeting and innovative ad formats), AdPool (CTV ad monetization with exclusive demand access), and Global FAST Pass (FAST channel origination, distribution, and scheduling). These core products are complemented by BrandDiscovery and Moment Match (proprietary contextual targeting capabilities), and ContentDiscovery (AI-powered viewer acquisition). The platform processes 6B+ monthly hours of viewing across 110B+ available CTV impressions, distributing content to 60+ streamers worldwide.
Differentiator
Problem solved
Functional benefit
Brands
- Global FAST Pass: FAST channel origination and distribution platform for launching, distributing, and monetizing FAST channels.
- AdPool
- Wurl Advertising
- BrandDiscovery
- ContentDiscovery
Products and services
- Global FAST Pass End-to-end FAST channel origination and distribution platform that enables content publishers, broadcasters, and streamers to launch, schedule, transcode, distribute, and monetize channels across 60+ streaming platforms including Roku, Samsung TV Plus, LG Channels, Vizio, Plex, Xumo, and Freevee.
- AdPool CTV ad monetization suite that connects publishers to differentiated programmatic demand, exclusive AppLovin Network demand, and innovative ad units. Provides scene-level targeting, metadata enrichment, and yield optimization to increase ad fill rates and revenue for publishers.
- Wurl Advertising Scene-level contextual targeting solution for brands and agencies, providing premium CTV inventory access across 110B+ monthly available impressions. Combines real-time content signals, audience segments, and innovative ad formats (picture-in-picture) for advertisers seeking precise contextual targeting.
- BrandDiscovery Real-time contextual targeting solution enabling advertisers to match ads to content context, emotional tone, and brand safety parameters. Powers scene-level targeting across Wurl's CTV inventory with integration to leading contextual data partners (KERV.ai, IRIS.TV, Peer39).
- ContentDiscovery AI-powered performance marketing solution for FAST and AVOD publishers. Uses AI to analyze real-time viewing and engagement data to identify and target high-value viewers, optimizing campaigns to hit ROAS goals.
Quantifiable outcome
- Cineverse achieved 15-20% lift in CTV ad fill rates using AdPool's exclusive demand
- +4 more outcomes
Companies that use Wurl
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
Wurl technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability6 records
Feature6 records
Wurl partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and strategic.
- ViantcoreViant Technology integrated with Wurl to become the first DSP to deliver scene-level contextual intelligence across CTV, powered by IRIS.TV's IRIS_ID and Wurl BrandDiscovery's streaming signals. The partnership enables advertisers to target, activate, and measure campaigns at scene level via programmatic oRTB access to premium FAST inventory.
- TVisionstrategicWurl and TVision partnered to research the impact of emotion alignment on ad attention in streaming TV. The joint study found that emotionally aligned ads achieve higher viewer attention and engagement.
- Prime VideocoreWurl collaborated with Prime Video to launch a new live TV channel in Germany, supporting Prime Video's linear channel expansion in European markets.
- TransmitstrategicTransmit partnered with Wurl to deploy non-intrusive in-stream ad formats (picture-in-picture, L-bar, overlay) across Wurl's FAST channel ecosystem. The partnership helps publishers generate incremental ad revenue without disrupting viewer experience.
- CineversecoreCineverse partnered with Wurl to distribute and power its FAST channels and expand its channel portfolio. The partnership enabled Cineverse to migrate channels to Wurl's Global FAST Pass, enhance monetization, and launch new channels including music channels.
- IRIS.TVcoreIRIS.TV provides IRIS_ID contextual targeting capabilities integrated into Wurl's advertising platform. The partnership enables advertisers to access scene-level emotional and contextual categories for privacy-safe, relevant advertising.
- KERV.aistrategicKERV.ai provides dynamic creative contextual targeting solutions integrated with Wurl's CTV advertising platform. The partnership enables advertisers to align creative content with contextual moments for improved performance.
- Peer39strategicPeer39 provides contextual targeting solutions integrated into Wurl's open marketplace, enabling advertisers to transact using Peer39's targeting parameters across Wurl's premium CTV inventory.
- Professional Fighters League (PFL)corePFL partnered with Wurl to support their FAST distribution and growth goals. Wurl's Global FAST Pass enabled PFL to launch their first FAST channel, optimize programming schedules, and expand distribution across 30+ streaming endpoints globally.
- RTL AdAlliancestrategicRTL AdAlliance added Wurl FAST channels to its European CTV offering, expanding Wurl's presence in the European streaming market.
- Samsung TV PluscoreSamsung TV Plus is a major streaming platform distributing Wurl-powered FAST channels. Wurl handles technical preparation and distribution to Samsung's platform as part of its global FAST Pass service.
- RokucoreRoku is a key streaming platform partner distributing Wurl-powered content. Wurl partnered with Roku Exchange to provide optimal reach and impact for advertisers through AdPool.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
Wurl competitors and assessment
Company assessmentDirect peers
- Magnite: Magnite is the largest independent CTV-focused SSP, providing programmatic ad serving and supply-side technology across the largest pool of CTV inventory. It directly competes with Wurl's AdPool in publisher monetization and with Wurl Advertising on the supply-side of contextual CTV deals.
- FreeWheel: FreeWheel (a Comcast company) operates a CTV ad management platform used by major broadcasters and premium video publishers. Its Publica ad server is the dominant FAST channel ad server, competing head-to-head with Wurl Global FAST Pass's SSAI and scheduling capabilities.
- SpringServe: SpringServe is an ad serving and SSAI platform purpose-built for CTV and OTT, including FAST channels. Wurl already integrates with SpringServe via DirectConnect for AdPool monetization, making it both a partner and a competitive substitute for native SSAI capabilities.
- IRIS.TV: IRIS.TV provides contextual video targeting infrastructure (IRIS_ID) integrated across the CTV ecosystem, including directly with Wurl BrandDiscovery. As a partner-competitor, IRIS.TV also sells its contextual signal into other SSPs (Magnite, FreeWheel), potentially reducing Wurl's exclusivity on contextual data.
- Innovid: Innovid is a CTV ad creative, delivery, and measurement platform that integrates with Wurl for dynamic ad insertion. It directly competes with Wurl Advertising on independent CTV measurement and dynamic creative optimization capabilities.
- Beachfront: Beachfront is an independent CTV-focused SSP offering programmatic supply and ad serving, including FAST channel inventory. It competes with AdPool on publisher monetization and with Wurl Advertising on supply-side CTV deals.
- Publica by FreeWheel: Publica (now part of FreeWheel) is the leading ad server purpose-built for FAST and AVOD channels, supporting SSAI, scheduling, and unified yield management. It is the closest direct competitor to Global FAST Pass on the FAST channel operations side of Wurl's business.
Broad incumbents
- Roku: Roku operates the largest FAST platform (The Roku Channel) and a native CTV ad platform (Roku Exchange). While a key distribution partner for Wurl, Roku's continued build-out of in-house ad tech, ad serving, and measurement capabilities creates a long-term competitive risk for Wurl's distribution and monetization layers.
- Samsung Ads: Samsung Ads operates the monetization stack for Samsung TV Plus, one of the largest FAST platforms globally. As both a Wurl distribution partner and an in-house ad-tech operator, Samsung Ads competes with Wurl Advertising and AdPool for a share of CTV ad spend on Samsung-served inventory.
Emerging players
- Peer39: Peer39 (a Sirdata company) provides contextual targeting for CTV and video, integrated with Wurl's open marketplace. As an independent contextual data provider, Peer39 enables competing SSPs to match Wurl's BrandDiscovery taxonomy, limiting Wurl's ability to monetize contextual exclusivity.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Wurl social profiles
Digital presenceWurl financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wurl leadership team
Management profileNumber of profiles
Profiles9 records
Wurl funding detail
Funding detailFunding overview
Funding rounds4 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wurl M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wurl
What does Wurl do?
Wurl operates a B2B technology platform that powers distribution, monetization, and advertising on Connected TV (CTV). Its Global FAST Pass enables content publishers to launch and distribute Free Ad-supported Streaming TV (FAST) channels across 60+ streaming platforms. AdPool provides CTV ad monetization with differentiated demand access, while Wurl Advertising delivers scene-level contextual targeting across 110B+ monthly CTV impressions using proprietary LLM-based content analysis.
Is Wurl a public or private company?
Wurl is a private company. It is classified as corporate owned and is currently operating.
When was Wurl founded?
Wurl was founded in 2011. It employs 101 to 250 people.
Where is Wurl based?
Wurl is headquartered in Palo Alto, United States, in the North America region.
How does Wurl make money?
Four revenue lines are on record. Platform/SaaS Fees (FAST Channel Distribution) is the primary driver. The others are ad Monetization Commission, advertising Technology Services and professional Services (Scheduling & Strategy).
Who are Wurl's main competitors?
Direct peers on record are Magnite, FreeWheel, SpringServe, IRIS.TV, Innovid, Beachfront and Publica by FreeWheel. Broad incumbents are Roku and Samsung Ads. Peer39 is listed as an emerging player.
Does Wurl have an API?
Yes. Wurl supports programmatic integrations through OpenRTB (oRTB) for DSP connections and VAST tag integration for ad serving. The platform provides programmatic access via bidstream connections for real-time bidding on CTV inventory. API calls are referenced in the context of TVBits device integration. No dedicated public API documentation or developer portal is explicitly referenced in the source materials.
What industry is Wurl in?
Wurl's product category is CTV Advertising Technology. Its primary akta.pro industry code is MPAHAJAG, Ad Tech for OTT (SSAI/CSAI, Ad Decisioning, Measurement), with a secondary code of MPABAHAD, FAST Linear Streaming Channels (Ad-Supported). Its NAICS code is 516210 and its SIC code is 7822.