Your path to scalable impact and attention in CTV

Wurl’s platform is foundational to the streaming ecosystem. We work with premium CTV brands including OEMs, streaming apps, and content publishers to schedule, distribute and monetize their CTV content. Together, thousands of CTV channels and 60+ streamers contribute to the 110B+ impressions available through Wurl Advertising.

Wurl’s proprietary system uses a large language model (LLM) to evaluate and classify the dialog, sounds, and imagery of content as it is passed for distribution. The content is automatically assigned tags across emotion, genre, and brand safety. As Wurl identifies the content being streamed, these tags are appended to the content metadata before it is sent to DSPs, where the segments can then be targeted.

Wurl Advertising provides a unique combination of control and scale.

• As the tech operator behind most ad-supported streaming content, we have direct integrations and unique visibility into what’s occurring onscreen before every ad impression, allowing us to enrich inventory with contextual value before it reaches the buyer.
• We use GenAI to determine what is happening on the screen, at scene level. This means that you can achieve greater contextual precision than traditional contextual targeting solutions in CTV.
• Wurl is a trusted partner for well-known CTV streamers and publishers who give us access to over 110B+ premium CTV impressions per month. We provide advertisers access to a single source of supply for thousands of publishers.
• Using an open integration model, Wurl enables contextual data partners to scale their bespoke models across our inventory access and scene-level insights.

Wurl Advertising’s flexible marketplace lets advertisers transact using the Deal IDs and targeting methods that best align with their goals. Advertisers can activate contextual targeting from leading data partners—including KERV.ai, IRIS.TV, Peer39, and Wurl’s proprietary solution, Moment Match—all across Wurl’s scaled CTV inventory.

With Wurl’s own proprietary contextual targeting solution, Moment Match, provides access to three types of contextual targeting parameters:

• Emotions – Aligns ad to content based on the emotional tone of the scene directly before the ad break (ex: Joy, Anger, Surprise).
• Genre – Targets specific types of content present in a scene (ex: Sports, Travel, Comedy). For example, advertisers can target sports scenes, even if the overall program is not sports-focused.   
• Brand Safety – Ensures ads are matched with content that is brand-safe (ex: Profanity, Drugs, War) using IAB-standardized brand safe categories.

If buying programmatically, check out our Wurl Advertising Catalog page for a list of available deal IDs.

In-stream ads are non-linear ad formats—such as picture-in-picture, L-bar, and overlay ads—that appear alongside streaming content without fully interrupting playback. They keep viewers engaged with the content while maintaining brand visibility.

In-stream ad formats capture attention by keeping viewers engaged with the content they’re already watching. Because playback continues, viewers are less likely to disengage—driving higher attention, stronger recall, and more memorable brand experiences. These ads are often placed during natural lulls in the content, such as live sports timeouts, rolling credits, or scene transitions, making them feel additive rather than disruptive.

With Wurl Advertising, in-stream ads can be targeted using the same scene-level contextual targeting and brand-safety controls as traditional linear ad breaks, ensuring brand messaging appear alongside appropriate content.