Wurl expands Samsung partnership into Europe

Wurl is further expanding into the European market with the announcement of a deal to deliver programming and advertising on Samsung’s TV plus streaming service. 

The Wurl Network currently delivers 125 live, linear and on demand channels to more than 50 million viewers in the US and the company says that this European expansion will “enable millions of additional viewers in Europe to access channels from this lineup on their Samsung Smart TVs.” 

Channel launches began in early September, including Tastemade, Dust, Eleven Sports, Edge Sport, Insight TV and others. 

A release from Wurl said that the partnership will create “one of the world’s largest pools of advertising inventory.”

Sean Doherty, CEO of Wurl said: “The massive popularity of Samsung TV Plus provides a clear validation of the expanding CTV ecosystem. Our role is to provide the advertising technology and distribution network that enables video producers to reach more TV viewers and generate more revenue via the most popular platforms, like Samsung TV Plus.”

The news of this European expansion comes almost exactly one year after Wurl initially announced its partnership with Samsung. 

At the time of that initial announcement, Doherty said that “Samsung is breaking down the legacy TV silos and providing video producers with a more open opportunity to reach viewers and generate revenue.”

The company has also recently announced the launch of AdPool for CTV ad sales.

AdPool is a new advertising marketplace enabling video producers to sell their CTV ad inventory to thousands of advertisers, ranging from global brands to local businesses. The service is free for video publishers and CTV platforms that are part of the Wurl Network and Wurl claims it is the world’s largest cross-platform ad service for connected TV.