Wurl
Wurl, a privately held US-based company founded in 2011, provides video technology and advertising services. Employing approximately 140 people, the company specializes in real-time bidding (RTB) and programmatic advertising for streaming and FAST (Free Ad-Supported Television) channels. Wurl's services distribute video content and targeted advertisements to connected TVs. In 2024, the company's revenue was less than $100 million. Wurl is a subsidiary of AppLovin.

2024 Revenue

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Founded

2011

Headcount

137

Headquarters

US

Primary Segment

RTB and programmatic

Ownership

Privately Owned

Deployments

26

News Summary:

Wurl announced on Thursday the appointment of Dave Bernath as its new Chief Executive Officer, succeeding Ron Gutman, who is retiring after three years leading the company through expansion and product development. This follows a period of significant growth and transformation, according to the company. Separately, adtech consultant Peter Crofut, formerly with Wurl, discussed audience discovery and connected TV advertising on a podcast, highlighting strategies for creating emotionally resonant connections beyond premium audiences. A news report cited Wurl's data indicating that cable and broadcast services contain approximately 12 to 16 minutes of advertisements per hour, compared to 4 to 8 minutes per hour on most streaming platforms. Finally, the Leon A. Wurl Service Center in Erie hosted its annual Fall Clean-Up Day on Saturday, October 28th, from 8 a.m. to 2 p.m.

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Wurl offers 3 products in the ad tech and services and media tech industries. Wurl's product portfolio comprises of RTB and programmatic, video processing and playout and ad measurement and verification.
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Wurl's revenues were less than $100M in 2024. Caretta Research has split Wurl's revenue into 3 different product categories, the largest of which is fAST playout. For full access to Wurl's revenue breakdown subscribe to Caretta Portal.
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Wurl's customers primarily consist of media and TV services and media Production companies. Examples of Wurl's customers include TED, E.W. Scripps Company and BBC Studios. Wurl has commercial and technical partners like LG Electronics and Rakuten TV. Examples of Wurl's suppliers include Magnite and Backlight.

Example Customers

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Example Suppliers

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Example Partners

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