Wurl

http://www.wurl.com
https://www.linkedin.com/company/wurl-inc/

Wurl, a privately owned company headquartered in the US and a subsidiary of AppLovin, was founded in 2011, employs approximately 140 individuals, and reported $70.0M in revenue as of 2024. It operates as a tier 1 media tech buyer. The company specializes in video processing and playout, functioning as a video technology company focused on streaming and FAST channels. Its video distribution and advertising services are designed to reach connected TVs, delivering individually targeted advertisements.

Revenue

Founded

2011

Headcount

130

Headquarters

United States

Primary Segment

Video processing and playout

Ownership

Privately Owned

Deployments

News Summary:

Wurl Advertising showcased its scene-level targeting capabilities across streaming inventory at Cannes Lions 2026 on July 2. This followed Wurl CEO Dave Bernath's warning on June 17, at the StreamTV Show in Denver, that the free ad-supported streaming television (FAST) business model is "fundamentally flawed" due to deeper structural problems threatening its long-term viability. Earlier on the same day, Wurl and Transmit launched a Zero-lift Commercial Layer for Live Sports on FAST, designed to bring scalable monetization to high-impact moments in sports streaming and help content owners unlock new revenue without altering existing channel operations.

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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, ad measurement and verification and video processing and playout.

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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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Jul

21st

2026

13:01

Events, Emerging Tech, Marketing and Promotional Activities, Events and Conferences

From show to scene: Three perspectives on the future of CTV contextual targeting

Contextual targeting in streaming TV is evolving. Advertisers are moving beyond traditional channel and show-level signals to understand the moments surrounding every ad opportunity. To explore this shift and where the industry is headed, Wurl partnered with Marketecture on a three-part video series, From Show to Scene, featuring leaders from across the streaming and advertising ecosystem.

KERV.ai

Jul

21st

2026

11:33

Emerging Tech, B2B Tag

Three perspectives on the future of contextual targeting in CTV

ADVERTISING Scene-level targeting across the largest footprint of streaming inventory Wurl Advertising Scene-level targeting across the largest footprint of streaming inventory

Wurl

Jul

2nd

2026

13:37

B2B Tag

Key takeaways from Cannes Lions 2026

ADVERTISING Scene-level targeting across the largest footprint of streaming inventory Wurl Advertising Scene-level targeting across the largest footprint of streaming inventory

Wurl

Jun

17th

2026

12:49

Events

StreamTV Show: Wurl Chief Warns FAST Business Model Is ‘Fundamentally Flawed’

Thomas K. Arnold June 17, 2026 DENVER — The explosive growth of free ad-supported streaming television (FAST) has masked deeper structural problems that threaten the long-term viability — and sustainability — of the business, according to Wurl CEO Dave Bernath.

Media Play News

Jun

17th

2026

08:30

Partnerships and Alliances, Emerging Tech, New Offerings

Transmit and Wurl Launch Zero-lift Commercial Layer for Live Sports on FAST

New offering brings scalable monetization to high-impact moments in sports streaming, helping content owners unlock greater revenue With Wurl and Transmit, we’re able to bring in new revenue for our channels without changing how we

Technology Today

Jun

16th

2026

22:00

Partnerships and Alliances, Emerging Tech, New Offerings

Transmit and Wurl Launch Zero-lift Commercial Layer for Live Sports on FAST

Business Herald Online

Jun

16th

2026

18:01

StreamTV Show Panelists Debate How Advertisers Can Reach the Masses in a Fragmented Media Landscape

Thomas K. Arnold June 16, 2026 DENVER — The era of mass media may be over, but the need for mass reach remains very much alive.

Media Play News

Jun

8th

2026

12:23

Emerging Tech, B2B Tag

The state of free streaming TV: FAST’s next phase

ADVERTISING Scene-level targeting across the largest footprint of streaming inventory Wurl Advertising Scene-level targeting across the largest footprint of streaming inventory

Wurl

Jun

3rd

2026

10:30

Emerging Tech, Big Data/Analytics

Wurl: Data Backs Advertising on Streaming News Channels

Key Takeaways Wurl’s CTV Trends Report argues that advertisers may be missing valuable FAST News audiences by relying on broad channel- or genre-level exclusions. Scene-level contextual targeting gives advertisers more precise control by evaluating the content moments before ad breaks instead of judging an entire program or channel.

Demand Gen Report

Jun

2nd

2026

01:00

Emerging Tech, B2B Tag

Week in Charts: Les Binet on the Impact of AI, Ofcom Finds TV-Based Podcasts Improve Fan Experience, and Breaking Down Brand Safety Risks in TV News

In this week’s Week in Charts, Les Binet on the impact of AI, Ofcom finds TV-based podcasts improve fan experience, and breaking down brand safety risks in TV news. To have Week in Charts delivered to your inbox, you can sign up to the newsletter here.

VideoWeek

May

28th

2026

14:28

B2B Tag

In Context: Rethinking the role of contextual advertising in CTV

ADVERTISING Scene-level targeting across the largest footprint of streaming inventory Wurl Advertising Scene-level targeting across the largest footprint of streaming inventory

Wurl

May

27th

2026

01:30

Emerging Tech

Brand-Safe News - And Not-So-Safe News

New and revealing analysis of ad-supported news content on FAST channels shows that nearly 36% of “news scenes” are fully brand-safe, according to research from Wurl, the streaming subsidiary of AppLovin. The bottom-line analysis reveals there are significant reasons to buy news content, “meaning advertisers who avoid news scenes altogether are leaving money on the table.” Research showed brand-safe news content is still lower in brand safety than non-news content (35.7% versus 54.5%, respectively).

MediaPost

Wurl's customers primarily consist of media Production, non-profit Organizations and media and TV services companies. Examples of Wurl's customers include BBC Studios, E.W. Scripps Company and TED. Wurl has commercial and technical partners like Rakuten TV and LG Electronics. Examples of Wurl's suppliers include Backlight and Magnite.

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Wurl

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Founded

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Primary Segment

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