AppLovin acquires Wurl to expand CTV market reach

Anne Freer | March 4, 2022

Mobile Advertising

App marketing platform AppLovin has acquired connected TV software firm Wurl in a transaction valued at $430 million. 

The move is in line with AppLovin’s plans to solidify its market position within the growing CTV space. 

In 2021, US advertisers spent an estimated $14.4 billion on CTV, 60% more compared to 2020. Spending is predicted to double by 2025.

“The acquisition of Wurl will further our commitment to building and growing the world’s largest, most-effective digital marketing platform by providing advertisers a seamless way to tap into the highly addressable and measurable CTV market,” said Adam Foroughi, CEO and co-founder of AppLovin. “We believe our software marketing expertise can further optimize the experience for advertisers and consumers as well as enable content companies to expand their audiences and increase monetization.”

Wurl’s Global FAST Pass platform is used by groups such as A+E Networks, AMC Networks, Scripps, and Bloomberg to distribute streaming video content to over 300 million TVs and reach over 30 million users globally each month. 

Through its CTV ad inventory Wurl provides content companies with the tools to build and track distribution for branded linear channels, live events, and on-demand programming to manage and monetize their ad inventory.

“Our shared vision and values made the opportunity to join forces compelling and unique,” said Sean Doherty Sr., CEO and co-founder of Wurl. “AppLovin brings enormous new demand from advertisers and our partnership will enable current customers to realize even more benefits including expanded ad revenue, new viewers, and enhanced distribution to global CTV audiences. Together, we’ll pursue our mission and dramatically impact the CTV market.”

The acquisition is expected to close in the first half of 2022 following approval.

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