BOSTON--(BUSINESS WIRE)--Global media and entertainment technology company, Backlight, today announced that it has partnered with Wurl to provide superior programming, CMS, and OTT management, distribution, and monetization capabilities for large and mid-market video publishers in the FAST (Free Ad-supported Streaming TV) and vMVPD (Virtual Multichannel Video Programming Distributor) ecosystem. Backlight and Wurl’s combined strengths offer a comprehensive, end-to-end solution for content publishers delivering a seamless, profitable, and more efficient workflow."Our mission has always been to empower video publishers to maximize their content's reach and revenue potential across the global streaming ecosystem,” said Dave Bernath, VP of Sales and Partnerships, Americas at Wurl. “This partnership combines our robust distribution and monetization capabilities with Backlight's comprehensive content management, as well as live and real-time scheduling technologies.”The Backlight and Wurl partnership offers several benefits for content publishers and helps to solve key pain points. Backlight’s comprehensive end-to-end technology platform provides an extensive suite of media content solutions needed for advanced content management and distribution—encompassing CMS, Media Asset Management, Live Clipping, and Editing. However, in today’s fragmented landscape, optimizing ad monetization and increasing engagement across platforms is challenging. Wurl solves for this with Global FAST Pass, which can facilitate the distribution of FAST channels to 45+ streamers globally

PALO ALTO, Calif.--(BUSINESS WIRE)--Wurl, a leader in data-driven solutions for CTV, today announced BrandDiscovery – a GenAI-based CTV advertising solution that enables advertisers to align their ads with content in real time. Campaigns targeted with BrandDiscovery allow advertisers to present ads within programming that contextually aligns with their creatives based on emotions, genres, and brand safety – leading to improved brand awareness and purchase intent.BrandDiscovery’s launch comes at an exciting inflection point for the CTV advertising industry. Television continues to be viewed as a highly effective channel for brand marketers and AI-driven technologies are poised to revolutionize how advertisers connect with their audiences. As the largest video screen and non-skippable environment, CTV is ideal for improving brand awareness – research shows that brand recall and purchase intent is higher for TV and CTV than for digital mobile environments. At the same time, however, media buyers face a fragmented CTV ecosystem, often resulting in a lack of control and transparency, and limiting advertisers’ ability to scale and spend effectively.“The CTV advertising ecosystem is ripe for disruption,” said Peter Crofut, Vice President of Business Development for Agencies and Brands at Wurl – the company’s newest executive hire brought on to oversee BrandDiscovery’s launch and integration. “When I joined the team here, I was motivated by BrandDiscovery’s potential to lead that disruption and fundamentally change how marketers approach CTV media