Wurl x Transmit: How we’re closing the loop between interactivity and CTV

As streaming TV matures, so does the technology for driving viewer engagement with content and advertisements. At Wurl, we are deeply committed to improving the way streaming TV monetizes and interacts with its viewers.

Our belief is that the living room television, as the largest screen in the home, is a unique advertising medium with immense power.

Our latest strategic partnership with Transmit marks a significant step forward in closing the loop between interactivity and CTV.

What is Wurl’s role in the CTV ecosystem?

“Content starts with Wurl” is a statement that defines the heart of our mission. We power billions of hours of viewing each month, helping publishers launch and monetize their Free Ad-Supported Streaming TV (FAST) channels. By working with prominent brands like BBC, A&E Networks, Bloomberg, and AMC, Wurl offers a unique advantage: direct access to premium CTV supply, which we bring closer to advertisers and DSPs. Through our relationships with content companies, we standardize bid-stream data, optimizing supply paths and ensuring that advertisers get access to high-quality CTV inventory.

Enter Transmit: bringing seamless ad formats to FAST channels

Our partnership with Transmit represents a unique opportunity for publishers working with Wurl. Transmit provides access to innovative in-stream ad formats, such as Picture-in-Picture (PIP), which allow ads to seamlessly integrate into the viewing experience. Unlike traditional ad spots that disrupt content, these in-stream formats run alongside the program, making the ad experience feel natural and engaging.

For example, during a live sports broadcast, viewers might see an ad pop up within the content itself during a break in action, rather than having the entire broadcast cut away for a traditional commercial break. This non-intrusive ad format enhances viewer retention and reduces the chance of audience churn.

Why this matters for advertisers

The demand for ad-supported content is rising, particularly as subscription fatigue grows among younger audiences. With streaming services offering more free, ad-supported channels, advertisers are looking for new ways to tap into these engaged viewers. That’s where our partnership with Transmit comes in. By introducing these new in-stream ad formats, we’re not only offering advertisers a more engaging way to reach audiences but also creating new inventory for publishers. This is crucial because many FAST publishers struggle with underutilized ad space, which affects their ability to monetize their content effectively.

What makes Wurl unique in this partnership is our direct relationships with content creators and scalable supply. Our deep connections within the FAST ecosystem give us access to premium CTV inventory, making it easier for advertisers to bid on high-quality ad space that delivers real results.

Effortless ad integration for publishers

One of the most exciting aspects of this collaboration is the seamless implementation of these new ad formats. Wurl’s clients can now easily activate Transmit’s innovative ad formats — such as Picture-in-Picture, Overlay, and L-bar — with minimal setup, integrating these advanced formats directly into streaming channels sent to Vizio, LG, and Plex. This easy, automated process means that publishers don’t need to worry about the technicalities; they can focus on creating content and driving viewership while we handle the ad side.

Creating a more profitable streaming ecosystem

Our goal is simple: to make the CTV ecosystem more profitable for everyone involved. By combining Wurl’s vast distribution network and monetization tools with Transmit’s innovative in-stream ad formats, we’re providing an efficient and effective advertising solution that benefits DSPs, advertisers, and viewers alike. For publishers, this means more revenue opportunities without disrupting the viewing experience. For advertisers, it means reaching highly engaged audiences with impactful, non-intrusive ads.

This partnership is not just about enhancing ad formats; it’s about delivering better outcomes for everyone. The closer we get to content and the more interactive the ad formats become, the more engaging the viewer experience will be. This makes streaming TV advertising not only effective but also enjoyable for the viewer—creating an ecosystem where brands, publishers, and consumers all benefit.

The future of CTV: interactivity at the core

As CTV continues to grow and evolve, interactivity will be at the core of that transformation. The combination of Wurl’s direct publisher relationships and Transmit’s innovative ad formats is just the beginning. We’re committed to continuing to develop new ways to bridge the gap between engaging content and relevant advertising.