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, founded in 2011, operates with approximately 140 employees, specializing in video processing and playout. The company reported $70.0M in revenue as of 2024. It functions as a tier 1 media tech buyer. It is a video technology company specializing in streaming and Free Ad-supported Streaming TV (FAST) channels. Its services include video distribution and advertising to connected TVs, focusing on 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 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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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

Nov

18th

2025

18:08

CT_Monitor Company

The Monetization Power of Live Programming on FAST

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

Wurl

Nov

16th

2025

18:30

Emerging Tech

Consumers spend 40+ hours a week watching video across all platforms: TV, computer, mobile phones, and tablets

Future of Video: Business of Streaming brings industry leaders together November 18-20 in Marina del Rey Marriott Parks Associates research finds US consumers spend more than 40 hours per week watching video across multiple platforms. The firm will share data specific to consumers’ video consumption in the S.O.S. State of Streaming report to be released at the eighth annual Future of Video: Business of Streaming on November 18-20, at the Marina del Rey Marriott in Marina del Rey, California.

Parks Associates

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

Analysis

Data

Analysis

Data

Wurl

2024 Revenue

Founded

Headcount

Headquarters

Primary Segment

Ownership

Deployments

News Summary:

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