Wurl's Latest CTV Trends Report Reveals Significant Gaps in Streaming TV Content Transparency
Business Wire•28/10/2026•10:15 ET
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Key Highlights
- ➤89% of CTV ad requests lacked a usable program name
- ➤15% of CTV ad requests carried little to no genre information
- ➤CTV daily viewing hours increased nearly 12% year over year
- ➤Content Intelligence Platform launched with over 140 billion monthly signal-rich CTV impressions
- ➤AppLovin (APP) owns Wurl as a wholly-owned subsidiary
Expert Statements
Dave Bernath, CEO of Wurl
“Free ad-supported streaming TV has spent the past several years proving that audiences will show up. As the market matures, the next question is how we create more value from that viewing – for advertisers, publishers, and the broader streaming ecosystem”
Dave Bernath, CEO of Wurl
“That means getting smarter about the inventory itself and giving buyers a clearer understanding of what they’re buying.”
Wurl's Latest CTV Trends Report Reveals Significant Gaps in Streaming TV Content Transparency
New research finds the overwhelming majority of CTV ad requests lack usable program names, while inconsistent genre data creates additional challenges for advertisers seeking more precise targeting and greater visibility into streaming inventory
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