Wurl has launched its CTV content intelligence platform to help DSPs scale advanced targeting across connected TV. The new solution connects streaming content intelligence with programmatic demand.
This allows DSPs to connect directly to enhanced CTV inventory and context. This way, buyers are able to enhance their capabilities when it comes to understanding, targeting, and activating streaming TV inventory. The DSPs already use context integration within CTV advertising. Yet, these technologies require enough supply of signals to work.
According to a recent survey by AdExchanger & Wurl, 79% of industry insiders recognize problems related to the quality of data. Fragmentation and interoperability problems also hinder the efficiency of the campaign on streaming TV. Wurl plans to tackle this problem with authenticated premium streaming supply and real-time context signals. Wurl also runs FAST channels.
“Advanced contextual targeting already exists. What’s been missing in CTV is the footprint to make it truly impactful,” said Ria Madrid, Vice President, Global Advertising at Wurl. “By bringing richer signals to significantly more streaming inventory, we’re giving DSPs the ability to get more from the investments they’ve already made, while helping advertisers reach highly engaged audiences in the moments where their messaging can have the greatest impact.”
Wurl Expands Contextual Targeting Across CTV
As such, Wurl can contextualize its bid requests in real time. The company is adding to the list of DSPs’ inventory sources that are rich in signals. Through partnership deals, Wurl has managed to grow its contextual targeting environment over the course of the year. Recently, the company partnered with KERV for object recognition.
It also utilized Peer39 for validated pre-bid contextual, suitability, fraud, and media quality data. Furthermore, Wurl partners with Viant’s IRIS.TV. Collectively, these integrations enable DSPs to have one single source for their contextual CTV supply.
“CTV buyers are looking for greater transparency into where their ads appear and more precise ways to align their brands with the content and moments that matter,” said Greg Joseph, VP of Inventory Development at StackAdapt. “Our work with Wurl brings enhanced contextual signals into our platform, giving buyers a richer understanding of the content surrounding each impression and more opportunities to activate against relevant contextual moments. That combination helps brands reach highly engaged audiences while creating ad experiences that feel relevant to the viewer and reflect positively on the brand.”
It delivers more than 140 billion monthly CTV impression signals. This covers over 70% of the ad-supported streaming space. In addition, Wurl’s oRTB integration is direct, thus delivering enriched inventory without an extra layer. Contextual signals get to the DSPs before the bid requests do.
DSPs may also leverage the contextual taxonomy of Wurl for developing their own solutions. It includes FAST audience intelligence, which provides viewership data along with content, seasonality, and advertiser categories. Wurl has partnered with Yahoo DSP, StackAdapt, and Viant for integration with its Content Intelligence platform.
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News Source: Businesswire.com
