Wurl: Applovin's secret weapon in CTV

February 12, 2025

In an interview with Marketecture, Ron Gutman, CEO of Wurl, explains how the company facilitates content distribution and monetization for Connected TV (CTV) through its technology. Founded in 2017, Wurl initially focused on creating free ad-supported streaming TV (FAST) channels, and now works with various TV manufacturers and app platforms to distribute and monetize content globally. Wurl's acquisition by AppLovin has expanded its reach into performance marketing, allowing advertisers to target CTV audiences with high precision. Gutman highlights Wurl's capabilities in content management, ad insertion, and real-time performance measurement, noting the significant shift from traditional cable to streaming and the company's role in this transition. Recorded: June, 2024

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