Wurl
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.

2024 Revenue

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Founded

2011

Headcount

130

Headquarters

United States

Primary Segment

Video processing and playout

Ownership

Privately Owned

Deployments

26

News Summary:

On September 17, 2026, Wurl announced the launch of its Content Intelligence Platform, an enrichment enablement solution designed to help demand-side platforms (DSPs) scale advanced targeting across connected TV (CTV). This new offering provides DSPs with a direct path to premium, contextually enriched CTV inventory by creating a connection between streaming content intelligence and programmatic demand. Previously, on September 15, Ria Madrid, Wurl's Vice President of Global Advertising, stated that while advanced contextual targeting exists, CTV has lacked the footprint to make it truly impactful. The platform aims to address this gap by unlocking new opportunities for how CTV inventory is understood, targeted, and activated, facilitating capabilities like scene-level targeting across streaming inventory.

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Wurl offers 3 products in the media tech and ad tech and services industries. Wurl's product portfolio comprises of ad measurement and verification, video processing and playout and RTB and programmatic.
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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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Sep
17th
2026
10:15
Sep
16th
2026
11:23
Sep
16th
2026
02:14
Sep
15th
2026
10:30
Sep
15th
2026
08:02
Aug
19th
2026
10:30
Aug
6th
2026
13:42
Jul
29th
2026
13:52
Jul
21st
2026
13:01
Jul
21st
2026
11:33
Jul
2nd
2026
13:37
Jun
17th
2026
12:49
Wurl's customers primarily consist of media Production and entertainment content rights 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.

Example Customers

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Example Suppliers

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Example Partners

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