Wurl launches AdPool, a connected TV advertising marketplace

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The launch of AdPool arrives after a second quarter in which Wurl said it posted “unprecedented” growth. (Getty/FS-Stock)

Wurl, a company that specializes in streaming video distribution and advertising services, is launching AdPool, a new advertising marketplace for connected TV inventory.

The new offering launches today and is a free service for video publishers and connected TV platforms that are part of the Wurl Network.

“Wurl’s AdPool has dramatically improved our advertising yield,” said Javier Saralegui, CEO and Founder of Danger TV, in a statement. “We’re using AdPool to fill a growing portion of our CTV inventory with targeted advertisements at higher prices.”

Wurl said that connected TV video publishers are using AdPool to complement their existing advertising sales and reduce unsold inventory or as their primary ad sales channel. The company is also promising real-time targeting for its advertising to help boost CPMs and create buying efficiency for advertisers.

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“Even during our beta, AdPool has provided enormous benefit for our customers,” said Sean Doherty, CEO and co-founder of Wurl, in a statement. “With billions of CTV ad impressions already being sold on the Wurl Network, AdPool has the scale necessary to attract premium advertisers and increase our customers’ yield from ad-supported streaming."

The launch of AdPool arrives after a second quarter in which Wurl said it posted “unprecedented” growth. During the quarter, the company said Wurl-powered channels produced average viewing time per user of more than 4.5 hours per month – a 20% increase over the first quarter. The company also said that through the Wurl Network, customers increased ad impressions 150% during the second quarter.