Wurl + Viant: scene-level contextual targeting. Read now
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Unique demand. Better viewer experience.

AdPool optimizes your monetization strategy by pairing your CTV inventory with relevant ads and differentiated demand.

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Maximize ad yield without compromise

Unfilled ad inventory is missed revenue, but optimizing yield without undermining your value takes the right partner.

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Boost fill rates and take advantage of contextual monetization — all through a simple solution that complements, rather than competes with, your existing strategy.

AdPool helps publishers increase the value of their supply by using AI-powered solutions to enrich their bidstream signals and unlock demand from performance marketers.

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Capture incremental demand exclusive to AdPool

Wurl’s cutting-edge technology and exclusive CTV partnership with AppLovin, our parent company, provides access to revenue that’s unavailable elsewhere.

Access unique demand from AppLovin

Access incremental media budgets from app marketers and gaming brands using AppLovin’s performance marketing platform to expand their reach onto CTV.

AppLovin’s automated targeting is based on viewer-predicted ROAS rather than media brands. As the machine learning trains and optimizes, more focused and performant demand is aligned to your inventory.

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Wurl Illustrative Image

Enriched metadata via BrandDiscovery

Make every  ad break more targetable and valuable, with zero additional lift. BrandDiscovery helps AdPool partners attract more advertiser demand with:

  • Standardized & enriched metadata that supports scalable, uniform targeting.
  • GenAI powered scene-level targeting that classifies programming before each ad break by granular analysis of its emotion, genre, and brand safety.

When audiences, content, and ads align, advertisers see better results and spend more.

“We’ve really seen Wurl continue to grow just by expanding the advertiser pool and diversity quarter over quarter. We see the same advertisers coming back with larger budgets, and we see a whole new category of advertisers that we haven’t engaged with previously.”

Miles Fisher

Sr Director of Strategic Advertising Partnerships

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Why publishers choose AdPool

Publisher Agnostic

We complement direct sales

Wurl sells performance outcomes, not content brands. AdPool can help further monetize your remaining inventory using performance-driven, data-led strategies so you can maximize revenue without compromising your direct sales strategy.

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Net 15 Terms

Faster payouts, faster growth

Get paid within 15 days — not 90 — so you can maintain predictable cash flow, streamline operations, and reinvest in content, marketing, or team growth as your ad revenue scales.

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Advanced monetization capabilities

Smarter auctions, stronger yield

Wurl’s oRTB and DirectConnect integrations provide advertisers with real-time access to inventory, enabling unified auctions that outperform static waterfalls — driving stronger competition, dynamic CPMs, and scalable revenue opportunity.

Wurl Illustrative Image

Why publishers choose AdPool

Publisher Agnostic

We complement direct sales

Wurl sells performance outcomes, not content brands. AdPool can help further monetize your remaining inventory using performance-driven, data-led strategies so you can maximize revenue without compromising your direct sales strategy.

Wurl Illustrative Image
Wurl Illustrative Image

Advanced monetization capabilities

Smarter auctions, stronger yield

Wurl’s oRTB and DirectConnect integrations provide advertisers with real-time access to inventory, enabling unified auctions that outperform static waterfalls — driving stronger competition,  dynamic CPMs, and scalable revenue opportunity.

Net 15 Terms

Faster payouts, faster growth

Get paid within 15 days — not 90 — so you can maintain predictable cash flow, streamline operations, and reinvest in content, marketing, or team growth as your ad revenue scales.

Wurl Illustrative Image
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Maximize your ad yield

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What’s new from Wurl

Wurl Illustrative Image Frequently asked questions

How do AVOD and FAST platforms make money through ads?

AVOD (ad-supported video on demand) and FAST (free ad-supported streaming TV) platforms monetize by selling ad inventory within their programming, typically through a mix of direct deals and programmatic demand from DSPs, SSPs, and ad exchanges.

Wurl AdPool helps content publishers maximize ad yield by connecting them to a robust marketplace of premium programmatic demand—plus two exclusive demand sources:

  • AppLovin Network, representing over $10 billion in annual ad spend from mobile performance marketers.
  • BrandDiscovery, Wurl’s proprietary scene-level contextual targeting solution, delivering emotionally and contextually aligned advertising.

By combining strategic programmatic access with exclusive, differentiated demand, AdPool enables publishers to drive higher fill rates and generate more revenue from every impression.

What are the benefits of monetizing CTV content with programmatic ads?

Connecting to programmatic demand sources gives CTV publishers access to immediate scale and the potential for higher ad yield by opening their inventory up to an expanded network of real-time buyers. With AdPool, publishers can tap into Wurl’s network of strategic programmatic demand, as well as exclusive, differentiated demand through AppLovin and Wurl’s BrandDiscovery, to maximize total revenue potential.

How do I start monetizing my CTV app or channel?

Getting started with AdPool is easy. To access premium demand—including exclusive inventory from AppLovin (AppDiscovery) and Wurl BrandDiscovery, reach out to our team.

With an integration via VAST tag or SpringServe’s DirectConnect, you’ll be set to boost fill rates and maximize revenue for your CTV app or channel.

How much revenue can you generate from CTV ads?

Revenue potential depends on factors like viewer engagement, geographic distribution, metadata, and overall monetization strategy. Publishers using AdPool, however, have consistently driven higher ad yield—with clients like Cineverse seeing up to a 20% lift in fill rates by tapping into AdPools differentiated, high-value demand sources.

How can I improve my CTV ad fill rate?

Improving your CTV ad fill rate starts with increasing the number and quality of demand sources bidding on your inventory—and making sure your supply is fully optimized to receive those bids.

With AdPool, publishers can improve fill rates by:

  • Connecting to a broad network of demand partners, including dozens of top DSPs, direct advertisers, ensuring more competition for every impression.
  • Passing all required macros and metadata, so your inventory is fully addressable and eligible for targeting—resulting in higher bid density and fewer missed opportunities.
  • Unlocking exclusive demand through AppLovin (AppDiscovery) and BrandDiscovery, bringing incremental, high-intent buyers that most monetization platforms can’t access.
  • Leaning on expert support from Wurl’s Ad Ops team, who can help fine-tune your setup and troubleshoot any fill-related issues in real time.
How is AdPool different from other CTV monetization platforms?

Unlike traditional CTV SSPs, AdPool is a content-centric advertising platform offering publishers unique solutions to maximize the value of their inventory and the option to include contextual identifiers. In addition to driving more revenue from contextual advertisers, Wurl unlocks exclusive access to $10B+ in unique mobile performance marketing demand via AppLovin, premium direct partnerships, and industry-leading net 15 payment terms​. Our platform is designed to maximize revenue without devaluing your inventory and is backed by 24/7 global support.

What’s the future of CTV ad monetization in 2025 and beyond?

CTV ad spend is expected to surpass $40 billion globally by 2027 and the shift toward ad-supported models (FAST, AVOD) continues to accelerate. The future is about premium inventory, granular data signals, efficient programmatic buying, and access to exclusive, differentiated demand. With solutions like AdPool that offer data-driven yield optimization and unique buyer access, publishers are positioned to thrive as CTV’s next phase of growth unfolds.