*New* CTV Trends Report: Get the latest data on News viewers & brand safety

Segment Catalog

Browse Wurl’s scene-level targeting categories and viewership behavioral segments. Activate at scale across the CTV ecosystem with curated PMPs.

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Target viewers based on what they’re watching in the moment or over time

Scene-level moments

Target based on what’s happening on screen – right before the ad break. Our tech matches your targeting criteria to scene-level content signals in real time to ensure creative relevance and contextual alignment. These can be filtered by:

Brand Safety Emotion Genre

Viewing behavior audiences

Built from insights across 5B+ monthly viewing hours, these segments target audiences based on their viewership habits — unlocking scalable reach across their entire CTV viewership journey. These can be filtered by:

Curated Performance Packages Content Affinities Seasonal & Tentpole Events Content Discovery for Publishers
Build custom packages
Wurl offers always-on and custom deal IDs that combine segments utilizing ‘AND/OR’ or ‘INCLUDE/EXCLUDE’ logic. As an example, a custom segment could include both ‘High Joy’ AND ‘Food & Drink.’
Segment Name Select
Brand Safe BrandSafe Deal ID contains all brand safety segments, combined with AND.
Safe from Death, Harm, and Tragedy Content free from human deaths, tragedies, accidents, disasters, and self-harm.
Safe from Derogatory Language Content free from negative or harmful comments targeting identity and/or protected classes.
Safe from Firearms and Weapons Content free from mention or use of knives, guns, personal weapons, and firearm accessories.
Safe from Illicit Drugs Content free from recreational and illegal drugs, paraphernalia, cultivation, head shops, dispensaries, etc.
Safe from Profanity Content free from obscene or vulgar language.
Safe from Sexual Content Content free from explicit or suggestive sexual language, acts, or other lewd content.
Safe from Violent Content Content free from graphic violence against an individual or group.
Safe from War and Conflict Content free from physical or military conflicts involving large numbers of people and discussion of warfare.
Anger (Low, Medium, or High) Scenes include emotions related to annoyance, displeasure, or irritation.
Anticipation (Low, Medium, or High) Scenes include emotions related to the expectancy of an event or occurrence.
Disgust (Low, Medium, or High) Scenes include emotions related to the revulsion to something perceived as offensive or unpleasant.
Fear (Low, Medium, or High) Scenes include emotions related to distress or worry of negative outcomes or impending danger.
Joy (Low, Medium, or High) Scenes include emotions related to happiness and pleasure.
Sadness (Low, Medium, or High) Scenes include emotions related to sorrow, disappointment, or despair.
Surprise (Low, Medium, or High) Scenes include emotions resulting from a sudden or unexpected event.
Trust (Low, Medium, or High) Scenes include emotions related to confidence in the reliability of something or truthfulness of someone.
Action & Adventure High-energy content featuring stunts, chase scenes, battles, or fast-moving storylines.
Automotive Content focused on cars, trucks, motorcycles, racing, and automotive culture.
Business & Finance Coverage of markets, the economy, companies, and financial news.
Comedy Humor-driven content, including sitcoms, stand-up, comedic films and shows.
Crime Stories involving criminal activity, investigations, or the justice system. Includes both true crime and fictional content.
Documentary Non-fiction programming based on real events, people, or topics.
Drama Character-driven stories centered on relationships, conflict, and emotional storytelling. Includes soap operas, movies, and TV shows.
Entertainment General entertainment programming, including game shows, talk shows, celebrity coverage, and pop culture programming.
Family Programming designed for family audiences.
Fantasy Stories set in fictional worlds involving magic, mythical creatures, or legends.
Food & Drink Cooking shows, food competitions, recipes, and beverage-related content.
Health & Wellness Content focused on fitness, nutrition, mental health, and overall wellbeing.
Holiday Programming themed around seasonal holidays and celebrations.
Horror Content intended to scare or unsettle, often including supernatural or psychological themes.
LGBTQ+ Stories and programming centered on LGBTQ+ characters, themes, or issues.
Lifestyle Content about fashion, beauty, home decor, gardening, travel, and other hobbies.
Music Concerts, music videos, artist interviews, and music-focused programming.
Mystery Shows built around solving crimes, uncovering secrets, or unexplained events.
Nature Programming about wildlife, the environment, and the natural world.
News Coverage of current events, breaking news, and public affairs — both local and global.
Politics Programming focused on government, elections, political issues and events.
Reality TV Unscripted programming featuring real people, competitions, or everyday life.
Religion & Spirituality Content focused on faith, belief systems, and spiritual topics.
Romance Love stories and relationship-focused programming.
Sci-Fi Futuristic or science-based stories involving advanced technology or imagined worlds.
Sports Live games and replays, sports highlights, commentary, and other sports-focused programming.
Technology Programming about tech products, digital trends, and innovation.
Thriller Suspense-driven stories built around tension, danger, or high stakes.
War & Conflict Content depicting military action, wartime events, or armed conflict.
Western Stories set in the American frontier, featuring cowboys and Western-era themes.
Automotive Aligned with scenes that help automotive brands build credibility.
Financial Services Aligned with scenes that help finance and insurance brands build credibility.
Food and Beverage Aligned with scenes that help food and beverage advertisers stimulate cravings.
Retail Shopping Aligned with scenes that inspire ‘retail therapy’ emotions.
Political Aligned with scenes that help political advertisers persuade and motivate voters.
Travel Aligned with scenes that help travel brands motivate purchases.
Comedy Fans Viewers who regularly stream sitcoms, stand-up specials, and comedic films.
Heavy Streamers / Cord Cutters Households with high monthly streaming hours across CTV.
Home Cooks and DIYers Viewers who frequently watch cooking shows, home improvement, and DIY content.
Horror Show Fans Viewers who frequently choose horror films and suspense series.
Movie Buffs Viewers who regularly stream movies across channels and genres.
News Junkies Viewers who frequently watch news coverage and current events programming.
Reality TV Fans Viewers who regularly stream unscripted series and competition shows.
Spanish Language Viewers Viewers who regularly stream Spanish-language programming.
Sports Fans Viewers who frequently watch live games, highlights, and sports coverage.
True Crime Sleuths Viewers who frequently watch true crime documentaries and investigative series.
Winter Olympics Audiences of Olympic coverage, highlights, athlete profiles, and winter sports programming — on sports, news, lifestyle, and documentary CTV channels.
Super Bowl Audiences of pre-game coverage, postgame analysis, and football-focused programming — on sports, entertainment, news, and pop-culture CTV channels.
Valentines Day Viewers consuming gift guides, shopping content, reviews, and deal-focused programming.
March Madness Audiences of college basketball games, highlights, analysis, and bracket-related content — on sports, entertainment, and college-focused CTV channels.
Mother’s Day Viewers consuming gift guides, shopping content, reviews, and deal-focused programming.
Father’s Day Viewers consuming gift guides, shopping content, reviews, and deal-focused programming.
Retail Shoppers Viewers consuming gift guides, shopping content, reviews, and deal-focused programming.
Holiday Hosts Viewers of holiday programming, recipes, food, home improvement, holiday prep, and holiday activities.

Choose segments from the left, then contact us to get the corresponding deal IDs for your DSP.

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