Wurl

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

Wurl is a privately owned company headquartered in the US, operating as a subsidiary of AppLovin. Founded in 2011 with approximately 140 employees, the company reported $70.0M in revenue as of 2024. It functions as a tier 1 media tech buyer. The company specializes in video processing and playout, providing video distribution and advertising services for streaming and FAST channels, which reach connected TVs and deliver individually targeted ads.

2024 Revenue

Founded

2011

Headcount

137

Headquarters

Primary Segment

Video processing and playout

Ownership

Privately Owned

Deployments

News Summary:

On February 9, 2026, Wurl CEO Dave Bernath articulated that connected TV (CTV) advertising is evolving into a measurable performance channel, moving beyond its traditional role as a branding medium. Bernath attributed this transformation to advancements in contextual targeting, data normalization, and artificial intelligence. This perspective aligns with an earlier industry shift, noted on January 25, 2026, where viewer tolerance emerged as the primary constraint in streaming advertising yield. Media companies are now treating ad load and placement as strategic decisions directly tied to revenue performance, rather than secondary user experience considerations, replacing the previous focus on maximizing inventory growth.

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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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Mar

26th

2026

04:42

Emerging Tech

Wurl at POSSIBLE 2026

Wurl is excited to return to POSSIBLE, the premier marketing and tech event in Miami where industry leaders connect, share ideas, and shape the future of marketing. We’re showing up strong across the event – here’s where you can find us: Speaking: Ria Madrid, Wurl’s VP, Advertising Partnerships, will present a Masterclass, Streaming TV’s Programmatic Sweet Spot: Scene-Level Targeting at Scale, alongside industry thought leaders on Monday, April 27 at 2:30pm.

Wurl

Mar

23rd

2026

18:30

Partnerships and Alliances, Emerging Tech

FAST Sports: Contrary to Some Data, Sports Does Have a Future on FAST

Sports content in free streaming is still relatively scant, but it’s growing, right along with its monetization capabilities Streaming-tech company Wurl recently shocked the streaming-video business when it released data suggesting that sports usage accounts for only 2.7% of viewership for all free ad-supported streaming TV (FAST).

Sports Video Group

Mar

6th

2026

13:15

B2B Tag

In Context: Matching the moment with dynamic creative

BrandDiscoveryReal-time contextual targeting for CTV ads

Wurl

Feb

19th

2026

14:21

B2B Tag

Free Streaming TV: What’s Driving FAST’s Growth

BrandDiscoveryReal-time contextual targeting for CTV ads

Wurl

Feb

9th

2026

18:30

Emerging Tech, B2B Tag

Contextual Targeting Is Turning CTV Into a Performance Channel: Wurl CEO Dave Bernath – Beet.TV

Connected TV advertising is rapidly evolving from a branding medium into a measurable performance channel, driven by advances in contextual targeting, data normalization and artificial intelligence, according to Dave Bernath, chief executive of streaming data and ad-tech firm Wurl.

Beet.TV

Feb

2nd

2026

13:36

Emerging Tech, B2B Tag

In Context with TVision: The efficacy of scene

BrandDiscoveryReal-time contextual targeting for CTV ads

Wurl

Jan

25th

2026

18:30

Emerging Tech, B2B Tag

Viewer tolerance replaces inventory growth as primary yield constraint in streaming

The industry’s approach to advertising yield optimization has shifted from maximizing inventory to managing viewer tolerance as a hard economic limit. Media companies are now treating ad load and placement as strategic decisions tied directly to revenue performance, not secondary user experience considerations.

NewscastStudio

Jan

15th

2026

16:22

Emerging Tech, B2B Tag

In Context with Innovid: The power of context and dynamic creative

BrandDiscoveryReal-time contextual targeting for CTV ads

Wurl

Jan

6th

2026

18:30

Emerging Tech

Industry Insights: How monetization models are being rebuilt for streaming-first audiences

As audiences continue to move fluidly between subscription, ad-supported and free streaming environments, broadcasters are rethinking how revenue is created, packaged and sustained. Part one of this Industry Insights roundtable examines how monetization strategies are shifting in response to changing viewer expectations, advertiser demands and competitive pressure from digital-native platforms.

NewscastStudio

Dec

31st

2025

16:09

Emerging Tech, B2B Tag

Cannes Lions

BrandDiscoveryReal-time contextual targeting for CTV ads

Wurl

Dec

31st

2025

16:06

B2B Tag

POSSIBLE

BrandDiscoveryReal-time contextual targeting for CTV ads

Wurl

Nov

26th

2025

16:46

Emerging Tech, B2B Tag

From proving to performing: 2025 reflections and predictions for the year ahead in streaming TV

Discover strategies for successful live events on FAST – Get the guidebook

Wurl

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

Analysis

Data

Analysis

Data

Wurl

2024 Revenue

Founded

Headcount

Headquarters

Primary Segment

Ownership

Deployments

News Summary:

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