Wurl
CTV monetisation, targeting and FAST distribution platform.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Wurl, Inc.
- Entity type
- COMPANY
- Founded
- 2011
- Headquarters
- 101 University Avenue, Suite 300, Palo Alto, California 94301
- Company size
- 50–200
- Market role
- AdTech Vendor
- Official website
- wurl.com
What Wurl does
Wurl operates a B2B CTV infrastructure and monetisation model. It creates value by helping streaming publishers and content owners launch FAST channels, distribute them across CTV environments, monetise ad inventory, and improve yield through programmatic demand and contextual data. On the demand side, it serves advertisers and agencies with contextual targeting and audience growth tools that improve campaign relevance and viewer acquisition. Its business model is ecosystem-driven: more publisher supply and channel distribution increase monetisable inventory, which attracts advertiser demand and strengthens revenue per stream.
Category differentiation
Wurl is a CTV monetisation and distribution company, not a consumer streaming service or TV channel. It should also be distinguished from pure DSPs or pure SSPs because it spans FAST distribution, inventory monetisation, contextual targeting, and audience growth.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Wurl is a US-based Connected TV adtech company focused on helping streaming publishers, FAST channel operators, content owners, advertisers, and agencies distribute, monetise, and grow CTV audiences. Its product set spans supply-side monetisation for CTV inventory, scene-level contextual targeting, FAST channel launch and distribution, audience acquisition, and in-house creative support. The company primarily makes money through transaction-led advertising economics rather than pure software subscription fees. It captures a share of advertising revenue and monetisation uplift from publisher inventory, benefits from programmatic demand routing including AppLovin demand, and also monetises advertiser spend tied to audience acquisition and contextual targeting products.
Company news briefing
Briefing updated:
Wurl continues to anchor parent company AppLovin's broader strategic push into Connected TV (CTV) and digital advertising. Demonstrating ongoing product innovation, Wurl has launched its Content Intelligence Platform, which is designed to scale advanced targeting across streaming TV. This platform launch reinforces Wurl's technological integration and product development within the streaming advertising ecosystem.
Business model & monetisation
Wurl monetises chiefly through advertising-linked commercial models. The core mechanism is revenue share or inventory split arrangements on publisher monetisation products, alongside margin capture from matching CTV supply with programmatic and AppLovin demand. It also earns from advertiser and campaign spend flowing through audience acquisition and contextual targeting workflows. Creative services support platform adoption and campaign performance rather than act as a standalone major revenue line.
- Publisher inventory monetisation via AdPool
- Percentage Take-Rate
- Programmatic demand arbitrage and monetisation uplift
- Media Arbitrage
- Advertiser spend through audience acquisition products
- Percentage Take-Rate
- Contextual targeting demand activation
- Percentage Take-Rate
- Creative support services
- Service Fee
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
WURL, LLC
IAB vendor record: 1262
- Cookies declared
- No
- Non-cookie access declared
- No
- Declared purpose IDs
- 3, 4, 5, 6
- Declared feature IDs
- 1, 2, 3
- Declared special purpose IDs
- 1, 2, 3
- Indexed sellers.json entries
- 296 · wurl.com
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Wurl Launches Content Intelligence Platform to Scale Advanced Targeting Across Streaming TV
Recorded impact score: 4/5
Wurl has launched its Content Intelligence Platform, designed to scale advanced targeting across streaming TV. The platform is highlighted in a new press release and blog post, marking a significant product launch for the company.
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| Data Science Intern(Intern) | Engineering & Operations | Remote - United States | |
| Staff Platform Engineer(Lead) | Engineering & Operations | Remote - United States |
Explore company relationships
Questions about Wurl
What is Wurl?
Wurl is a B2B Connected TV platform that helps streaming publishers, content owners, advertisers, and agencies distribute channels, monetise inventory, target campaigns, and grow audiences.
Who uses Wurl?
Its users include CTV publishers, FAST channel operators, streaming platforms, content owners, advertisers, media agencies, and app marketers running CTV campaigns.
How does Wurl make money?
Wurl mainly earns through advertising-linked revenue share, take-rate, and margin models tied to CTV inventory monetisation, demand activation, and audience acquisition.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
18 publicly documented primary sources and citations linked across the market graph.
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