Wurl released a report stating that 89% of CTV ad requests lack usable program names, creating challenges for programmatic targeting. To address these data gaps, the company is promoting its Content Intelligence Platform, which provides scene-level contextual signals to demand-side platforms.
The lack of granular metadata in programmatic bids prevents advertisers from applying the same brand safety and contextual targeting standards they use in traditional TV. This transparency deficit explains why ad spend continues to lag behind the double-digit growth in viewing hours. By moving toward scene-level signals like emotional tone and object recognition, the industry attempts to bypass fragmented genre standards that currently vary by publisher. As Wurl scales its platform to 140 billion monthly impressions, the ecosystem must decide if it will adopt these third-party contextual signals or continue relying on incomplete first-party data. Watch for whether major DSPs integrate these scene-level signals to justify higher CPMs for premium streaming inventory.
A recent Wurl report reveals that 89% of CTV ad requests lack program names, while 15% omit genre data. This transparency deficit prevents advertisers from applying standard brand safety and contextual targeting. Consequently, CTV ad spend continues to lag behind the significant growth in consumer viewing hours for ad-supported streaming.
According to the Wurl report, 89% of CTV ad requests lack usable program titles.
The report found that 15% of CTV ad requests lack genre information.
The lack of granular metadata prevents advertisers from applying the same brand safety and contextual targeting standards used in traditional TV, which contributes to ad spend lagging behind viewing time.
Wurl's Content Intelligence Platform now provides scene-level signals, such as emotional tone and object recognition, for 140 billion monthly impressions to improve targeting.
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